Which option is NOT one of the five dimensions of services?

• A. Price
• B. Tangibles
• C. Reliability
• D. Assurance

Answer: (A)

The concept being tested is understanding the dimensions used to judge service quality. In the SERVQUAL framework, service quality is assessed along five dimensions: tangibles (the physical evidence and appearance of facilities, equipment, and staff), reliability (the ability to perform promised services dependably and accurately), responsiveness (willingness to help customers and provide prompt service), assurance (the knowledge and courtesy of employees and their ability to convey trust), and empathy (care and individualized attention to customers). Price, on the other hand, relates to cost or value but is not a dimension used to measure how well a service is delivered. It affects overall value or satisfaction, but it isn’t part of the five service quality dimensions. Therefore, price is not a dimension of service quality, making it the correct choice.