Evaluating Service Quality

This activity is important because marketing managers need to understand service quality and its dimensions if they are to create value. Consumers evaluate service quality by comparing their expectations for the service encounter to their perceptions of what happened. The differences between customer expectations and experiences can be analyzed through a process called gap analysis.

The goal of this activity is to demonstrate your understanding of service quality. Understanding the dimensions upon which customers evaluate service can help managers identify the root of service issues and subsequently recover from service failures.

Roll over each scenario to read the description of the service encounter. Then, drag the scenario to the dimension of service quality it exemplifies.