Microsoft Word Volume 2 Service and Service Quality Final docx

REFERENCE DIMENSION 
DESCRIPTION
(Ghobadian, Speller, 
& Jones, 1994) 
Reliability 
“The ability to provide the pledged service on time, 
accurately and dependably” (Ghobadian et al., 1994, p. 
51) 
Responsiveness 
“The ability to deal effectively with complaints and 
promptness of the service” (Ghobadian et al., 1994, p. 
51) 
Customization 
“The willingness and ability to adjust the service to meet 
the needs of the customer” (Ghobadian et al., 1994, p. 
52) 
Credibility 
“The extent to which the service is believed and trusted. 
The service provider’s name and reputation, and the 
personal traits of front line staff all contribute to 
credibility.” (Ghobadian et al., 1994, p. 52) 
Competence 
“Staff should possess the necessary skill, knowledge and 
information to perform the service effectively” 
(Ghobadian et al., 1994, p. 52) 
Access 
“The ease of approachability and contact” (Ghobadian et 
al., 1994, p. 52) 
Courtesy 
“The politeness, respect, consideration and friendliness 
shown to the customers by the contact personnel” 
(Ghobadian et al., 1994, p. 52) 
Security 
“The freedom from danger, risk and doubt. It involves 
physical safety, financial security and confidentiality” 
(Ghobadian et al., 1994, p. 52) 
Communication 
“Keeping customers informed about the service in a 
language that they can understand and listening to the 
customers” (Ghobadian et al., 1994, p. 52) 
Tangibles 
“Include: the state of facilitating goods; physical condition 
of the buildings and the environment; appearance of 
personnel; and condition of equipment” (Ghobadian et 
al., 1994, p. 52) 
Understanding/knowing
the customer 
“ Involves trying to understand the customer’s needs and 
specific requirements; providing individualized attention; 
and recognizing the regular customer “ (Ghobadian et al., 
1994, p. 52) 

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Business Service Management White Paper - Volume 2 
Page 35 of 46