Business service management service and service qu
waiting time ,
which measures the service punctuality,
tangibles , which measure the tangible evidence of the
outcome, and
valence , which captures attributes that control whether customers believe the service
outcome is good or bad, regardless of their evaluation of any other aspect of the experience (for
example, losing money in a casino is a negative valence that will affect the gambler’s perception of
service quality in the casino regardless of how well he was treated by the casino).
Level three: For each of the sub-dimensions, Brady and Cronin suggest that the three aspects (from the
SERVQUAL model) of: reliability, responsiveness and empathy should be measured.
This model represents the most detailed and comprehensive accommodation of the dimensions
consumers use when evaluating traditional service quality. Although it is relatively new, and thus has
not been extensively tested (Pollack, 2009), we believe that the model, particularly the higher-level
dimensions of the model (i.e. levels one and two), which also corresponds to the Rust and Oliver
(1994) model, provides a good basis for a more general, abstract model of service quality that could
also be extended for measuring electronic or internet-based services and mixed-channel services (see
below). Appendix A-Traditional Services Quality Models - lists other selected general models of
service quality, both prior and post Brady and Cronin (2001), that may use different terms for the same
aspect of service quality (e.g. Input Quality vs Appearance vs Tangibles). However, a closer scrutiny
suggests that Brady and Cronin’s model does capture many of these other dimensions, and does so in a
conceptually parsimonious and comprehensive manner (Yap, 2009).
Business Service Management White Paper - Volume 2
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