Positioning on Five Dimensions of Service Quality

Five

Dim

ensi

ons

ReliabilityResponsive

nessAssuranceEmpathyTangibles

Reliability

Responsiveness

Assurance

Empathy

Tangibles

SERVICE POSITIONING USING BLUEPRINTS

Pos

itio

nin

g b

y Ser

vice

Evid

ence

by Peopleby Physical Evidence

by Process

Positioning by People

Positioning by Physical Evidence

Positioning by Process