Prioritizing the Dimensions of Service Quality: An Empirical Investigation and Strategic Assessment

Much of the earlier empirical work in service management has suggested that the dimensions of service quality may be stable in terms of their relative importance. In particular, the works of Zeithaml et al.postulate that service reliability matters most to customers and that empathy and the tangible aspects of services matter the least. Shows arguments, both conceptually and empirically, so that this observation is not based on strategic thinking nor on a particularly sound set of experiments. The relative priorities of service organizations must be established through the strategy formulation process and are likely to vary, quite logically, according to market choices and operations process characteristics.