5. Reliability or the frequency with which a product or service fails.
Example: for a car: it is how often it needs repair. For an airline: it is how often flights depart on schedule.
6. Serviceability or the speed, courtesy and competence of repair.
Example: for a car: it is how quickly and easily it can be repaired and how long it stays repaired. For a mail order house: it is the speed and courtesy with which an overcharge is corrected.
7. Appearance / aesthetics or fits and finishes.
Example: for a product or service: it is its look, feel, sound, taste or smell.
8. Image / perceived quality or reputation.
Example: for a product or service: it is the positive or negative feelings people attach to any new offerings, based on their past experiences with the company.
Note: dimension number 8 is of another