Access involves approachability and ease of contact. Courtesy involves politeness, respect, consideration and friendliness of contact personnel. Communication means keeping customers informed in language they can understand and listening to them. Credibility involves trustworthiness, believability, honesty. It involves having the customer's best interest at heart.
Security is the freedom from danger, risk, or doubt.
Tangibles include the physical evidence of the service. According to the authors, these factors are a good starting point to determine service quality, because they can be expanded through the use of focus groups or depth interviews. The Institute for Quality Center IQC, The Institute for Quality Center, is a full service marketing research firm, which offers research, conference presentations, workshops, and motivational seminars about perceptions, expectations, and quality. This company conducts focus groups and develops databases for baseline and benchmarking purposes. IQC designs leading-edge marketing research, measurement, and application, which focuses on quality.