Identify the five variables of service quality and discuss how a small business can use each variable to create a competitive advantage over competitors.

The five variables are:

Tabgibles, or physical evidence. A tidy office and clean uniforms are examples.

Reliability, or consistency of performance and dependability. "The right technology. Right away," Assert software solutions provider CDW

Responsiveness, or the readiness to serve. " Citi never sleep," say the ads for the banking giant.

Assurance, or the confidence communicated by the service provider. " Let your worries go," reassures Northwestern Mutual, an investment and insurance firm.

Empathy, which shows the service provider understands customers' needs and is rasdy to fulfill them. "Clear your mind/ Relax your soul," says Hotel Nikko San Francisco.