When customers feel uncertain about their ability to evaluate services with high levels of credence qualities such as banking and insurance,the ________ dimension of service quality is likely to be particularly important.
A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Question

Quizplus · Accepted Answer

Assurance is the dimension of service quality that refers to the knowledge and courtesy of employees, their ability to convey trust and confidence, and their ability to communicate in a credible manner. When customers feel uncertain about their ability to evaluate services that have high levels of credence qualities, such as banking and insurance, they are likely to rely on signals of assurance, such as the professionalism and expertise of the service providers.

When Customers Feel Uncertain About Their Ability to Evaluate Services