In order to find out the factors that would affect the service quality of front line employees, it will primarily be necessary to define what services are and why service quality would matter. Services are economic activities provided by organization to customer. Intangibility, heterogeneity, and inseparability, those three words are often to describe service quality (Parasuraman, Zeithaml, and Berry, 1985). The services are intangible in the sense that their measurement could be difficult. They are heterogeneous because the services offered are very much diverse. These alone make service quality a complex entity. The tangible product is that which the customer purchases, it could be felt, could be used and hence could be rated based on quality characteristics. On the other hand the service quality has intangible elements, and has there cannot be any proper tangible evidence constructed for it (Cox and Dale, 2001). When marketing a service or when implementing a way for continuous improvement of a service quality, one of the main challenges faces is because of the tangible proof required for the service. In such a context it could be said that services quality and the way the services quality would differ based on the individuality of the front line employee, their training and more needs to be given importance, as it is more of an abstract form affecting internal productivity (Cox and Dale, 2001).
Services quality needs to be adjudged because buying risks will usually weigh on the customer. The customer should be able to feel that their purchase is not a risk to them, but is actually an investment. Where the service quality cannot be measured or improved then there will be high drop rate in the customers. On the other hand where the customers are able to be provided with a tangible and good proof of service they would become repeat customers. 活动