Many researchers have struggled with the issue of how to measure service quality. Perhaps the most widely used measure is based on a set of five dimensions which have been consistently ranked by customers to be most important for service quality, regardless of service industry These dimensions defined by the SERVQUAL measurement instrument are as follows:
Tangibles: appearance of physical facilities, equipment,
personnel, and communication materials;
Reliability: ability to perform the promised service dependably and accurately;
Responsiveness: willingness to help customers and provide prompt service;
Assurance: knowledge and courtesy of employees and their ability to convey trust and confidence; and
Empathy: the caring, individualized attention the firm provides its customers.