Service Delivery Dimension (Functional Quality)

very important to the customers’ perception of service quality, as “the consumer is not only interested in what he receives as an outcome of the production process, but in the process itself ” (Grönroos, 1984, p. 39).

Since very few studies on conference interpreting service quality address the aspect of functional quality, dimensions of SERVQUAL are the major reference in constructing the

“Service Delivery” dimension of the service quality model of conference interpreting in this study.

The original SERVQUAL contains 10 dimensions (Table 3.1), which are consolidated into 5 (see Table 2.1) in the later refined version. In order to reserve more options in adopting SERVQUAL dimensions into conference interpreting , the original 10 dimensions are chosen.

Table 3.1 10 Dimensions and the Definition of Service Quality

Dimensions The definition

Reliability Ability to perform the promised service dependably and accurately.

Understanding the Customer

Making the effort to know customers and their needs.

Responsiveness Willingness to help customers and provide prompt service.

Courtesy Politeness, respect, consideration, and friendliness of contact personnel.

Tangibles Physical facilities, equipment, personnel, and communication materials.

Competence Possession of the required skills and knowledge to perform the service.

Credibility Trustworthiness, believability, honesty of the service provider.

Access Approachability and ease of contact

Communication Keeping customers informed in language they can understand and listening to them

Security Freedom from danger, risk, or doubt.

Source: Zeithaml et al., 1990

After reviewing the definitions and sample questions of SERVQUAL’s 10 dimensions, 5 revisions are concluded to form the dimensions that better reflect the nature of conference interpreting service. Table 3.2 shows the correspondence between SERVQUAL 10 dimensions and the dimensions revised for this study. The 5 revisions are discussed in the following:

(1) Dimension “Understanding the customer” is renamed as “Empathy” (referring to caring and individual attention to the clients, including the ability to think in their shoes), as the later term reflects better what is expected by the clients of the conference interpreting service.

The original definition of this dimension applies to consumer services, where the recipients of the service are the customers themselves. But the delivery of conference interpreting is received by the conference speakers and audiences, instead of the

“clients” (conference organizers). Therefore, interpreters should be able to put themselves in the shoes of the clients, which requires efforts different from simply

“get to know customers and their needs”.

(2) Two dimensions, “Responsiveness” and “Courtesy”, are merged into one dimension under the title, “Attitude” (referring to courtesy and willingness to help in response to client requests).

The original two dimensions were individually important and contain different aspects in the context of consumer services, as there are quite some direct interactions with customers involved in the service delivery. However, in the context of conference interpreting, aspects related to these two dimensions are minimal because during the delivery of interpreting, interpreters are not expected to interact with clients. Client interaction happens only during the discussions on the assignment before the conference or briefly on the conference day.

(3) Three dimensions, “Tangibles”, “Competence”, and “Credibility” are merged into one dimension under the title, “Assurance” (referring to the knowledge and capability to convey trust and confidence), since all 3 factors exist for the purpose of giving quality assurance to clients.

“Competence” and “Credibility” are merged as in the later refined 5 dimensions of SERVQUAL. “Tangibles” is included because only one aspect (the appearance) under “Tangibles” applies to conference interpreting, and therefore should not be a standalone dimension.

(4) Two dimensions, “Access” and “Communication”, are merged into one dimension under the title, “Communication” (referring to initiatives to communicate).

Concept wise, the 2 dimensions are similar when applied to conference

interpreting. “Access” (originally defined as approachability and ease of contact) would refer to “if clients are able to communicate with interpreters when needed” in conference interpreting settings. The title “communication” is chosen as it’s more explicit than the other in the context of conference interpreting.

(5) Dimension “Security” is excluded as its definition does not seem to apply to conference interpreting service. Its original meaning “freedom from danger, risk, or doubt” refers to “security in using credit card or banks’ ATM machine, etc.” (Zeithaml et al., 1990); no similar concern can be identified in the context of conference interpreting service.

Table 3.2 Correspondence between SERVQUAL 10 dimensions and the Dimensions Revised for this Study

Revision SERVQUAL

Reliability Empathy Attitude Assurance Communication

Reliability

Understanding the Customer

Responsiveness Courtesy Tangibles Competence Credibility Access

Communication

Security Excluded

Source: Compiled by this study

As a result, 5 sub-dimensions of “Service Delivery” in the service quality model of conference interpreting are formed (Figure 3.2). Table 3.3 shows the definitions of the 5 sub-dimensions.

Figure 3.2 Service Delivery Dimension and the Attributes in Service Quality Model of Conference Interpreting

Source: Compiled by this study

Table 3.3 Definition of 5 Sub-dimensions of Service Delivery Service Quality Model of Conference Interpreting

Dimensions Definition

Reliability Ability to perform the promised service dependably and accurately.

Empathy Caring and individual attention to the clients, including the ability to think in their shoes.

Attitude Courtesy and willingness to help in response to requests.

Assurance Knowledge and capability to convey trust and confidence.

Communication Initiatives to communicate.

Source: Compile by this study

Service Delivery

(Functional Quality)

Reliability Empathy Attitude Assurance Communication

3.1.2 Service Product Dimension (Technical Quality) -- Consolidation of Concepts and