Factors Determining Perceived Service Quality: A Case Study of Different Physiotherapy Centers in Dhaka City
Alam, S. M. Ikhtiar
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Research suggests that customers do not perceive quality of service in a unidimensional way but rather evaluate quality based on multiple factors. Parasuraman, Zeithaml, and Berry (1988) proposed five specific dimensions of service quality that apply across a variety of service contexts. The five dimensions are reliability (ability to perform the promised service dependably and accurately), responsiveness (willingness to help customers and provide prompt service), assurance (employees’ knowledge and courtesy and their ability to inspire trust and confidence), empathy (caring, individualized attention given to customers), and tangibles (appearance of physical facilities, equipment, personnel, and written materials). The present study tests whether these five dimensions or factors do determine perceived service quality of physiotherapy centers in Dhaka City. The study also measures the relative importance of these five dimensions in determining perceived service quality of physiotherapy centers in Dhaka City and test the variability of the levels of these five dimensions or factors across age, educational level, and gender. The study finds that reliability is the most important factor followed by tangibles, and empathy is the third important factor followed by responsiveness. Assurance is found to be the least important factor. It also finds that these five factors or dimensions vary across age, educational levels, and gender.