How do you manage service quality trade-offs when facing resource constraints?

2 Service quality attributes

Service quality attributes are the specific features or characteristics of a service that customers use to evaluate its quality. For example, a customer may judge a hotel's service quality based on the cleanliness of the room, the friendliness of the staff, the availability of amenities, and the accuracy of the reservation. Service quality attributes can be classified into three categories: must-be attributes, one-dimensional attributes, and attractive attributes.

3 Must-be attributes

Must-be attributes are the basic requirements or expectations that customers have for a service. They are also called dissatisfiers, because if they are not met, customers will be dissatisfied and may switch to another service provider. However, meeting must-be attributes does not necessarily lead to customer satisfaction or loyalty, because they are considered as normal or standard. For example, customers expect a bank to process their transactions accurately and securely, but this alone does not make them loyal to the bank.

4 One-dimensional attributes

One-dimensional attributes are the aspects of a service that directly influence customer satisfaction or dissatisfaction. They are also called satisfiers, because if they are met or exceeded, customers will be satisfied and may recommend the service to others. However, if they are not met or fall below expectations, customers will be dissatisfied and may complain or defect. For example, customers may be satisfied with a hair salon if the stylist listens to their preferences and gives them a good haircut, but they may be dissatisfied if the stylist is rude or cuts their hair too short.

5 Attractive attributes

Attractive attributes are the features or benefits of a service that customers do not expect or demand, but appreciate and value if they are present. They are also called delighters, because if they are offered, customers will be delighted and may become loyal and repeat customers. However, if they are not offered, customers will not be dissatisfied or dissuaded from using the service, because they are considered as extras or bonuses. For example, customers may be delighted with a restaurant if it offers free dessert, live music, or loyalty rewards, but they will not be unhappy if it does not.

6 Managing service quality trade-offs and attributes

Managing service quality trade-offs and attributes is a challenging but necessary task for service providers who want to achieve customer satisfaction and loyalty. To do this effectively, it is important to identify your target market and segment customers based on their needs, preferences, and expectations. Additionally, you should understand customer perceptions and evaluations of your service quality attributes and dimensions. Prioritizing and focusing on the must-be and one-dimensional attributes that are most important to customers is also key. Monitoring and measuring your service performance and quality gaps with tools such as SERVQUAL, SERVPERF, or mystery shopping can also be beneficial. Furthermore, implementing continuous improvement and innovation strategies to enhance service quality, communicating value propositions to customers, and delivering on promises can help set you apart from competitors.