Service Quality - 237 'Vital and Viable' Factors

As part of our series on vital and viable high streets, the High Streets Task Force is presenting 'evidence on a page' summaries of over 200 factors that influence the success of high streets. Here we address service quality: service quality is the result of the overall impression of the level of service from a centre. It can refer to the comparisons that customers and visitors make between expectations around services and their perceptions about how such services are received and/or performed during their stay in a high street/town centre/shopping centre.

Date added 16 November 2021
Last updated 16 November 2021

Whereas service quality has been widely regarded as positively linked to customer loyalty and thus closely related to confirmation and disconfirmation regarding service experience and performance from customers’ responses (Caruana, 2002), service quality in high streets and town centres also relates to external/environmental conditions, such as: high street ambience, layout and functionality, and external appearance of buildings and shops (De Nisco and Warnaby, 2013).

Place managers need to carefully examine consumers’ evaluations about the layout and functionality (pedestrianisation, parking provision, cleanliness) of the high street in order to achieve high service quality perceptions without making significant alterations to the urban environment.

Service quality is one of 237 factors that have been identified as influencing the vitality and viability of the high street.

For more information and further reading, download the pdf 'evidence on a page'. The page contains information about this factors place within the 237 factors identified and: whether it is a component factor of one of 25 'vital and viable' priorities; how the factor scores in terms of influence, place management control, and priority.

To read more about vital and viable high streets, see