Services and Measurement
It’s imperative that you provide excellent service to your customers.
With a wealth of competition, companies that don’t compete on customer experience will lose customers to those that are continually delighting and providing a high quality of service.
However, even companies that understand the need to provide exemplary experiences have a hard time measuring their service quality. Since it’s a qualitative measurement, rather than a quantitative measurement, it can be challenging to assess. Even some researchers have struggled with the issue of how to measure service quality and understand how you’re impacting your customers.
In a general sense, measuring service quality depends entirely on the context and brand promise, and service quality dimensions vary according to the industry. However, the industry standard and most widely-used metric is SERVQUAL.