Microsoft Word Volume 2 Service and Service Quality Final docx

Figure 9: The Integrated, Hierarchical Model of Service Quality (Brady & Cronin, 2001)
 
*Note: R measure reliability, SP measures responsiveness, and E empathy. 
Attitude
Behaviour
Expertise
Ambient
Conditions
Design
Social
Factors
Waiting
Time
Tangibles
Valence
Interaction
Quality
Environment
Quality
Outcome
Quality
Service
Quality
R SP
E
R SP
E
R SP
E
R SP
E
R SP
E
R SP
E
R SP
E
R SP
E
R SP
E

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Business Service Management White Paper - Volume 2 
Page 23 of 46 
Brady and Cronin (2001) suggest that service quality may be made up of three different levels: 
Level one
: this level reflects the customers’ overall perceptions of service quality. 
Level two
: this level reflects the primary dimensions that consumers use to evaluate service quality. 
These dimensions correspond to the three components in the Rust and Oliver model. 
Level three: this level identifies the sub-dimensions that make up the primary dimensions in the mode. 
These sub-dimensions correspond with dimensions from SERVQUAL and other related models. The 
three sub-dimensions that make up interaction quality are: 
attitude
, which measures employee’s 
friendliness and willingness to help, 
behaviour
, which measures actions taken by employees, while 
expertise
measures employee knowledge. The three sub-dimensions that make up the environment 
quality are: 
ambient conditions
, which pertain to non-visual aspects such as temperature, scent, and 
music, 
design
, which pertains to the layout or architecture of the environment, and 
social factors
which captures such aspect as the number and type of people evident in the setting as well as their 
behaviour. Lastly, the three sub-dimensions that make up the outcome quality are: