Microsoft Word Volume 2 Service and Service Quality Final docx

Service Quality
Based on our review above, we conclude that given the complexity, in both the number of dimensions 
by which one classifies services, and in the range of values associated with each dimension, there is no 
common best way to measure quality of all service types. Indeed, to mitigate this complexity, there is 
a need to decide first from whose perspective we are interested in measuring quality, and for what 
purpose. In addition, we will also need to decide what kind of services are to be covered by the quality 
model. We propose that our model of service quality be restricted to the following parameters: 

Unit of analysis: A service encounter (in contrast to a service offering or a service industry) 

From the perspective of: Consumer (in contrast to the service provider) 

Purpose: To provide insights into improving consumer’s satisfaction (in contrast to improving 
efficiency, strategic advantage, etc) 

Participants: Business to consumer (in contrast to consumer to consumer or business to 
business) 

Type of service: Services that can potentially 
be delivered
across multiple channels (in 
contrast to purely traditional services or purely electronic services). 
That is, we propose that our focus on service quality be on the 
consumer experience of business-to-
consumer services, which could be delivered through a traditional channel, or electronic or multiple-
channels, with the purpose of seeking insights into how we can improve upon consumers’ satisfaction.
Note that our focus on consumer does not exclude internal services that are provided internally to an 
employee. We believe such services account for a majority of service concerns and revenues, and are 
indeed the focus of investigations by the Smart Services CRC. Thus, our review of the service quality 
models and our proposal is made with this emphasis. To begin the development of such a model, 
however, we will need to first turn to the rich field of traditional service quality models.