Quality DimensionSamples of questions to ask
Appearance of physical facilities, equipment, personnel, printed and visual materials
  • Are facilities attractive?
  • Are staff dressed appropriately?
  • Are written materials easy to understand?
  • Does technology look modern?
Ability to perform promised service dependably and accurately
  • If a response is promised in a certain time, does it happen?
  • Are exact specifications of client followed?
  • Are statements or reports free of error?
  • Is service performed right the first time?
  • Is level of service same at all times of day and for all members of staff?
Willingness to help customers to provide prompt service
  • When there is a problem, does organization respond to it quickly?
  • Are staff willing to answer client questions?
  • Are specific times for service accomplishments given to client?
  • Are public situations treated with care and seriousness?
Possession of required skill and knowledge to perform servide
  • Can staff provide service without fumbling around?
  • Are materials provided appropriate and up to date?
  • Can staff use the technology quickly and skillfully?
  • Does staff appear to know what they are doing?
Politeness, respect, consideration and friendliness of contact personnel
  • Does staff member have a pleasant demeanor?
  • Does staff refrain from acting busy or being rude when clients ask questions?
  • Are those who answer the telephone considerate and polite?
  • Do staff observe consideration of the property and values of clients?
Trustworthiness, believability, honesty of the service provider
  • Does service organization have a good reputation?
  • Do staff members refrain from pressuring the client?
  • Are responses given accurate and consistent with other reliable sources?
  • Does the organization guarantee its services?
Freedom from danger, risk, or doubt
  • Is it safe to enter the premises and to use the equipment?
  • Are documents and other information provided for the client held securely?
  • Are use records of clients safe from unauthorized use?
  • Can client be confident that service provided was done correctly?
Approachability and ease of contact.
  • How easy is it to talk to knowledgeable staff member when client has a problem?
  • Is it easy to reach the appropriate staff person
    • in person?
    • by telephone?
    • by email?
  • Are service access points conveniently located?
Listening to customers and acknowledging their comments; Keeping customers informed in a language they can understand.
  • When client contacts service point, will staff person listen to their problem and demonstrate understanding and concern?
  • Can staff explain clearly the various options available to a particular query?
  • Do staff avoid using technical jargon when speaking with clients?
  • Does staff member call if a scheduled appointment will be missed?
Understanding the Customer:
Making the effort to know customers and their needs.
  • Does someone on staff recognize each regular client and address them by name?
  • Do staff try to determine what client's specific objectives are?
  • Is level of service and cost of service consistent with what client requires and can afford?
  • Are service providers flexible enough to accommodate to client's schedule?
Adapted from SERVQUAL, an instrument for measuring quality service developed by Zeithaml, Parasuraman & Berry and described in their book, Delivering Quality Service; Balancing Customer Perceptions and Expectations, Free Press, 1990.