The results of a number of surveys suggest that customers perceive all five dimensions of service quality to be very important regardless of the kind of service being evaluated.

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As Exhibit 10.5 (page 260) indicates, customers of four different kinds of services gave reliability, responsiveness, assurance and empathy mean importance ratings of more than 9 on a 10-point rating scale. And though the mean ratings for tangibles were somewhat lower in comparison, they still fell towards the upper end of the scale, ranging from 7.14 to 8.56.

The Results of a Number of Surveys Suggest That Customers