In services with a high level of credence qualities, e.g., banking, insurance, medical and legal service, which of the following service quality dimensions is most important?
A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Question

Quizplus · Accepted Answer

In services with high level of credence qualities, assurance is the most important service quality dimension as it involves establishing trust, credibility and expertise in the service provider. Customers need to have confidence in the service provider's competence, honesty and integrity as they depend on the service provider's knowledge and expertise. Reliability, responsiveness, empathy and tangibles are also important, but assurance plays a more critical role in establishing customer trust in such services.

In Services with a High Level of Credence Qualities, E