Page 56 - Delivering Authentic Customer Experiences

Principle 3 Delivering Authentic Customer Experiences

The following five factors are often used to help assess service
quality and measure satisfaction:

1. Reliability - dependable, accurate performance in all
areas
2. Assurance - the ability of employees to convey
competence, courtesy, credibility, and security
3. Tangibles - appearance of the physical elements –
employees, equipment, marketing materials etc.
4. Empathy - conveying approachability, sensitivity, and
understanding the customers’ needs
5. Responsiveness - promptness and helpfulness, and the
ability to recover quickly from service failures

RATER Model – (Parasuraman et al. 1988)

Consider this…
• How would your company rate if checked against these
factors?

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