Which dimension comes first in evaluating service quality?

In assessing service quality, the dimension that comes first is reliability. This is because reliability pertains to the ability of a service provider to deliver promised services consistently and accurately. It forms the foundation upon which customers judge overall service quality. If a service fails to perform reliably—even if it is responsive, assuring, or empathetic—the overall perception of service quality is significantly impacted.

Customers need to trust that a service will meet their expectations and perform as promised; therefore, reliability is critical in establishing that initial trust. Once reliability is established, customers may then evaluate other dimensions such as responsiveness, assurance, and empathy, but those factors are contingent on the fundamental expectation that the service will be delivered reliably.