The service element

The Service Element: Services can either be an offering to be purchased (travel agent, bank, college, doctor, are all services offerings) or a services component to the sale of a physical product (warranty, guarantee, etc). In the last 15 years we have been interested in raising the quality level of all of our services offerings.

Dr. Len Berry has done considerable research in this area and has come up with the key determinants of service quality (p. 420 at the bottom). Choose a service offering you are familiar with. Using three of the points of Dr. Berry’s model, discuss how the service offering can be improved.