Step 4 Identify company position on the key service components relative to competition. Competitive Benchmarking Associates Competitive Benchmarking Associates is another approach to benchmarking. This company is a market research firm specializing in the assessment of competitive strength, customer loyalty, and customer satisfaction. Their goal is to help help improve companies by obtaining feedback from the company's target market, and deciding what strategies will improve service quality. Competitive Benchmarking Associates Service Elements From the book, Relationship Marketing, by Martin Christopher, Adrian Payne, and David Ballantyne, ten different service elements were identified along with some examples of each.
Reliability involves consistency of performance dependability.
It means that the firm performs the service right the first time. It also means that the firm honors its promises. Responsiveness concerns the willingness or readiness of employees to provide service. It involves the timeliness of the service. Competence means possession of the required skills and knowledge to perform the service.