M hnh Parasuraman: Cht lng dch v Cht lng dch v c nh ngha l khong cch gia s mong i v dch v ca khchhng

v nhn thc ca h khi s dng qua dch v.Da trn nh ngha truyn thng v cht lng dch v, Parasuraman xy dng thang o S E R V Q U A L n h g i c h t l n g d c h v g m 2 2 b i n t h u c 5 t h n h p h n o lng cht lng k vng v dch v cm nhn: 1. S tin tng (reliability) Khi cng ty ha lm iu g vo thi gian no th h s lm. Khi bn gp tr ngi, cng ty chng t mi quan tn thc s mun gii quyt tr ngi . Cng ty thc hin dch v ng ngay t ln u. Cng ty cung cp dch v ng nh thi gian h ha. Cng ty lu khng xy ra mt sai xt no. 2. S phn hi (responsiness) Nhn vin cng ty cho bn bit khi no thc hin dch v. Nhn vin cng ty nhanh chng thc hin dch v cho bn. Nhn vin cng ty lun sn sng gip bn. Nhn vin cng ty khng bao gi qa bn n ni khng p ng yu cu ca bn. 3. S m bo (assurance) Cch c x ca nhn vin gy nim tin cho bn. Bn cm thy an tan trong khi giao dch vi cng ty. Nhn vin cng ty lun nim n vi bn. Nhn vin cng ty c hiu bit tr li cu hi ca bn. 4. S cm thng (empathy) Cng ty lun c bit ch n bn. Cng ty c nhn vin bit quan tm n bn. Cng ty ly li ch ca bn l iu tm nim ca h. Nhn vin cng ty hiu r nhng nhu cu ca bn. Cngty lm vic vo nhng gi thun tin. 5. S hu hnh (tangibility) Cng ty c trang thit b rt hin i.

 Cc c s vt cht ca cng ty trng rt bt mt. Nhn vin cng ty n mc rt tm tt. Cc sch nh gii thiu ca cng ty c lin quan n dch v trng rt p.