Business service management service and service qu
Proposal 3 Based on this scope, and building upon the existing conceptualisations of service quality in traditional
services, electronic services, and multi-channelled services, we propose the following hierarchical
model of service quality:
This model proposes that the quality of a multi-channel service as perceived by a consumer or
customer comprises perception of four aspects of the service:
interaction quality , which measures the
quality of delivery of service by the provider, such as attitude, expertise, behaviour of employee (if the
service involves employee interaction), and perceived security and service recovery quality (if the
service is electronic);
environment quality , which measures the quality of the environment in which
the service is delivered, such as the design of the office or service counter or web site, ambient
conditions(non-visual aspects such as temperature, music, etc), and social factors (which captures such
aspects as the number and types of other people and their behaviour in the environment);
outcome quality , which measures such aspects as waiting time, tangible evidence of the outcome, and valence
which captures attributes (such as losing money in a casino) that control whether customers believe
the service outcome is good or bad; and
integration quality , which measures the cross-channel
quality such as the breadth of channel offerings, transparency of these offerings, and consistency of
content and process across the channels.
Service
Quality
Interaction
Quality
Environment
Quality
Outcome
Quality
Integration
Quality
Business Service Management White Paper - Volume 2
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