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These are the five dimensions of service quality that form the basis of the individual items in the SERVQUAL research instrument (questionnaire). The acronym RATER, is often used to help students of marketing remember the five dimensions of quality explicitly mentioned in the research instrument.
These five dimensions are thought to represent the dimensions of service quality across a range of industries and settings. [12] Among students of marketing, the mnemonic, RATER , an acronym formed from the first letter of each of the five dimensions, is often used as an aid to recall.
The diagnostic value of the model accounts at least, in part, for the instrument's continuing currency in service quality research. [104] [105] [106] The five dimensions of service quality. The model's developers also devised a research instrument, called SERVQUAL, to measure the size and direction of service quality problems (i.e. gap 5). [107]
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
There are several dimensions that rivals within an industry can compete on – price discounting (cost leadership strategy), introduction of new services/ products (innovation strategy), improvement of service quality (customer-orientation strategy) etc. High competition between rivals can stifle an industry's profitability.
Perceived Quality: the quality attributed to a good or service based on indirect measures. Some of the dimensions are mutually reinforcing, although others are not: improvement in one may be secured at the expense of others. Understanding the trade-offs desired by customers among these dimensions can help build a competitive advantage.
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The influence of quality thinking has spread to non-traditional applications outside of walls of manufacturing, extending into service sectors and into areas such as sales, marketing and customer service. [10] Statistical evidence collected in the banking sector shows a strong correlation between quality culture and competitive advantage. [11]
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