Disadvantages Of Service Quality

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Quality as one basic dimension of competitive priorities is very important for companies, although different functions such as manufacturing, marketing and engineering have different views of quality definitions, Garvin in 1987 clarified a framework of quality which includes eight dimensions, performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality (Ward, et al, 1998). Definitely, companies could choose different one or more above dimensions strive to develop quality to be competitive priority.
For different types of companies, quality might refer to quality of products or quality of service. Compares with quality of products, service quality is much more difficult to measure because service is intangible and acts and processes only existing in time. In addition, service has unique characteristic which cannot be found in products, such as customer influence, inseparability of production and consumption, heterogeneity, perishability and labor intensity (Nie & Kellogg, 1999). Even though, there are still many practitioners and academics are keen on measuring service quality because it has already emerged as a key strategic issue. Companies want to better understand service quality, and to establish methods for improving quality to achieve competitive advantage and build customer loyalty (Abdullah, 2006). Based on the importance of service quality, an increasing number of literatures and companies pay attention to measuring
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