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| Latitude | Measurement project |
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| Reliability | When a company promises to do something in a certain time, it will keep its promise |
| The company tries its best to help customers solve problems when customers encounter problems |
| A company provides good service from beginning to end |
| A company provides services when it is promised |
| A company informs customers when they start to provide services |
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| Responsive | Employees provide prompt and timely service |
| A company’s employees are always happy to help customers |
| Employees respond to customer requests in a timely manner no matter how busy |
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| Guarantee | The behavior of a company’s employees is trustworthy |
| A company employee should be trustworthy |
| A company employee should always treat customers with enthusiasm |
| A company employee should have sufficient knowledge to answer customer questions |
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| Empathy | A company gives individual attention to customers |
| A company has employees who give individual attention to customers |
| A company understands the most interesting things of customers |
| A company is very concerned about the personal interests of customers |
| The employees of a company understand the needs of customers |
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| Perceived | A company has modern equipment |
| The appearance of a company’s equipment is attractive |
| The employees of a company are dressed properly, clean, and tidy |
| Complete information about the services provided |
| A company has a convenient time to work |
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