rater

RATER is a mnemonic used in service quality research to describe five dimensions by which customers evaluate service quality: Reliability, Assurance, Tangibles, Empathy, and Responsiveness. The framework is associated with the SERVQUAL model developed by A. Parasuraman, V. Zeithaml, and L. Berry in the late 1980s and early 1990s to diagnose gaps between customer expectations and perceptions of service. Each dimension is defined as follows: Reliability is the ability to perform promised services dependably and accurately; Assurance encompasses the knowledge and courtesy of employees and their ability to convey trust; Tangibles cover the physical facilities, equipment, and appearance of personnel; Empathy refers to caring, individualized attention to customers; Responsiveness is the willingness to help customers and provide prompt service.

In practice, RATER is used to design service quality surveys and to identify gaps to improve performance. Items are typically rated on a Likert scale to measure customers’ expectations and perceptions, and gap scores are interpreted to prioritize changes in service delivery. The model has been applied across industries such as hospitality, banking, healthcare, and retail, and often serves as the basis for training and quality improvement programs.

Criticism notes that the five dimensions may not be equally salient in all settings, and the original factor structure may not replicate across cultures or languages. Some studies report overlap among dimensions or question the stability of expectations versus perceptions. Alternatives such as SERVPERF focus on perceived performance rather than expectations. Despite these criticisms, RATER remains a widely used shorthand for clarifying and communicating key drivers of service quality.