Use RATER to diagnose service gaps

The move: translate messy feedback into a service-quality dimension. RATER gives you five lenses: Reliability means the promised service happened accurately and on time. Assurance means staff created confidence. Tangibles means the physical evidence looked right: vehicle, desk, uniform, signage, equipment. Empathy means the service recognized the guest's situation. Responsiveness means the team reacted quickly and helpfully. Tourism complaints often contain more than one dimension, but one dimension usually drives the damage. A guest may mention the bus, the guide, the queue, and the heat, but the real breach may be that nobody responded for 25 minutes. Tagging the breach…

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