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Service quality measurement (SQM) Definition

A study identifying the aspects of a customer's experience that most influence that customer's future purchase intentions and then tracking whether intentions translate into actual buying behavior.

Service quality measurement (SQM) involves assessing and evaluating the quality of services provided by a business to its customers. In market research, SQM focuses on gathering customer feedback, opinions and perceptions to gauge how well a business is meeting customer expectations and identifying areas for improvement.

Who relies on service quality measurement (SQM) in market research?

Businesses across various industries, especially those in customer-centric sectors such as hospitality, retail and service-oriented sectors, rely on SQM. Managers, customer experience teams and business owners use SQM insights to enhance service offerings and customer satisfaction.

Why should I care about service quality measurement (SQM) in market research?

Understanding SQM is crucial for maintaining customer loyalty and improving business performance. If you're involved in customer service, business management or marketing, SQM helps you identify where your services excel and where improvements are needed, ultimately leading to higher customer satisfaction and retention.

What is important about service quality measurement (SQM) in market research?

• SQM enables businesses to align their services with customer expectations, leading to improved customer experiences.
• By gathering and analyzing customer feedback, businesses can implement changes that enhance service quality, strengthen customer relationships and positively impact their bottom line.
• SQM is a tool for ongoing improvement and maintaining competitiveness in the market.