The document summarizes the original 10 dimensions of service quality as defined by the SERVQUAL model developed by Parasuraman, Zeithaml, and Berry in the 1980s. The 10 dimensions are tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding, and access. For each dimension, examples of questions customers may ask to evaluate the service on that dimension are provided. The SERVQUAL model measures service quality by comparing customer expectations of service to their perceptions of the actual service received.

1. 10 Original Dimensions of
Service Quality
BY
DARSHAN CHILORKAR
B.B.A III YEAR

2. Background: A Study
 SERVQUAL was developed in the 1980s by some American scholars: A.
Parasuraman, V.A. Zeithaml, and L.L. Berry. It was developed as a tool for
measuring service quality by comparing customers perception of the service
delivered with their desired expectations.
 When expectations are not met, the service is deemed unacceptable. When
perception is in line with expectation, the service quality is satisfactory.
However, the service is rated as exceptional when the perception exceeds
expectation.
 The study observed that customers measure the quality of service received
along ten areas or dimensions: Responsiveness, Reliability, Assurance,
Empathy, Tangibles, security, competence, courtesy, understanding & access.

3. 10 Original Dimensions
ReliabilityTangibles
Security
10
dimensions
of
SERVQUAL
Understan
ding
Credibility
Communication
Responsiv
eness
Competence Courtesy
Access

4. Tangibles
 The physical appearance of the facilities, staff, buildings, communication
materials etc.,
 Examples of questions that customers might raise :
• Does the equipment appear modern?
• How clean is the waitress’s apron?
• Is my bank statement easy to understanding?

5. Reliability
 The ability to reproduce the same level of service again and again.
 Examples of questions that customers might raise :
• Is feedback regarding student progress always given?
• Are messages always passed on?

6. Responsiveness
 Willingness to help customers and provide prompt service.
 Examples of questions that customers might raise :
• When there`s problem, does the firm resolve it quickly?
• Is my stockholders willing to answer my questions?
• Is the cable TV company willing to give me a specific time when the
installer will show up?

7. Communication
 The clarity and understandability of the information given to the client.
 Examples of questions that customers might raise :
• Does the doctor take the time to explain in terms the patient can
understand, what is going to happen next?
• Does the solicitor explain clearly what the legal jargon means?
• When I have a complaint, is the manager willing to and keeping them listen
to me?

8. Credibility
 The trustworthiness of the service provider.
 Examples of questions that customers might raise :
• Does the newspaper reporter report all the facts or only those which
support his/her argument?
• Does the financial adviser present all the options or only those which earn
him/her the most commission?
• Does the hospital have a good reputation?

9. Security
 The physical safety of the customer or privacy of client information.
 Examples of questions that customers might raise :
• Are the medical records of patients kept confidential?
• Are the stands in the football ground strong enough to support the weight
of all the supporters?
• Is it safe for me to use the bank ATMs at night?

10. Competence
 The actual technical expertise of the service provider.
 Examples of questions that customers might raise :
• Is the doctor really qualified to perform heart surgery?
• Does the financial adviser have sufficient knowledge of all the relevant tax
regulations?
• Can the bank teller process my transaction without fumbling around?

11. Courtesy
 The attitude of the service provider and manner adopted by the server.
 Examples of questions that customers might raise :
• Is the receptionist friendly, helpful and polite?
• Does the doctor treat the patient as an inferior being?
• Are the telephone operators consistently polite when answering my calls?

12. Understanding
 How well the provider of the service understands the client’s needs .
 Examples of questions that customers might raise :
• Does the bank recognize that most clients cannot get to the bank in
working hours?
• Are there mirrors positioned in the hotel bathrooms which allow guests to
see the back of their hair?
• Does someone in the hotel recognize me as a regular customer?

13. Access
 How easy is it to reach the service provider, geographically or by phone.
 Examples of questions that customers might raise :
• Are there car parking facilities close to the solicitor’s office?
• Does it always take five attempts to get the solicitor on the phone?
• How easy is it for me to talk a supervisor when I have a problem?

14. THANK YOU