What Is Service Quality?
Understanding the Heart of Exceptional Service
When you think of “service quality,” what comes to mind? For some, it’s a friendly voice on the other end of the line. For others, it’s a seamless online experience, or a business that always seems to know exactly what you need. But what truly defines service quality—and why does it matter so much?
Defining Service Quality
At its core,service qualityis the customer’s perceived difference between the benefits they expect and the benefits they actually receive. Unlike products, services are intangible: you can’t touch them, store them, or own them. Instead, you experience them, and that experience shapes your perception of quality.
Service qualityis about closing the gap between what customers expect and what they actually experience. If reality meets or exceeds expectations, satisfaction follows. If it falls short, disappointment sets in.
The Key Elements of Service Quality
According to the Service Quality Body of Knowledge (SQBOK™), service quality is built on several foundational concepts:
- Customer & Market Focus:
Understanding who your customers are, what they want, and how their needs evolve over time. This includes listening to theVoice of the Customer(VOC) and adapting services accordingly. - Employee Focus:
Service is delivered by people. Their skills, attitudes, and engagement have a direct impact on the customer experience. Empowered and well-trained employees are essential for delivering high-quality service. - Communication:
Clear, timely, and empathetic communication, both internally and externally, ensures expectations are understood and met. - Service Delivery:
The actual process of providing the service, from start to finish. This includes everything from reliability and responsiveness to how complaints are handled and how problems are resolved. - Innovation:
Continuously improving and adapting services to meet changing customer needs, often leveraging new technologies or creative approaches.
How Is Service Quality Measured?
Service quality isn’t just a feeling; it’s measured through a variety of methods, including:
- Customer satisfaction surveys
- Net Promoter Score (NPS)
- Complaint tracking and service recovery data
- Benchmarking against industry standards
- Key Performance Indicators (KPIs)
Tools like theSERVQUALmodel help organizations assess key dimensions, including reliability, assurance, tangibles, empathy, and responsiveness.
Why Is Service Quality Important?
- Customer Loyalty:Satisfied customers are more likely to return and recommend your service to others.
- Competitive Advantage:In crowded markets, exceptional service sets you apart.
- Employee Engagement:A culture of quality empowers staff and reduces turnover.
- Continuous Improvement:Measuring and managing service quality drives ongoing enhancements.
Service Quality in Action
Think about industries like healthcare, hospitality, finance, or technology. In each, service quality can mean the difference between a loyal customer and a lost opportunity. It’s about more than just “doing the job”- it’s about creating memorable, valuable experiences.
The Bottom Line
Service quality is both a science and an art. It requires understanding your customers, empowering your employees, and constantly seeking ways to improve. By focusing on these principles, organizations can deliver not just services but lasting value and trust.
Inspired by the ASQ Service Quality Body of Knowledge (SQBOK™ V3.1), which provides a comprehensive framework for designing, delivering, and improving service quality across industries.
You can find the current SQBOK on our Service Quality Division myASQ site at https://my.asq.org/communities/community-home/librarydocuments?communitykey=e449ba9a-233b-41f5-a73b-ec91bd2deb12&LibraryFolderKey=&DefaultView= **
** If not already a member of the ASQ Service Quality Division, to gain access to the SQBOK™, join service quality discussions, ask questions, have access to past and upcoming webinars, and connect with others in Service Quality, please click here to add the Service Quality Division to your ASQ profile if you are already a member. https://myportal.asq.org/s/#/profile/divisions
** Non-ASQ members will need to join ASQ for access.
Mark Howell, LSSMBB
ASQ Service Quality Division, Chair-Elect
