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Hello,
Quality means doing things right from the first attempt, and doing things right from the first attempt means that you are empowered and efficient and making the first contact resolution on the top of your measures.
So, simply quality is relevant to efficiency, and since quality is one of the critical success factors by the meaning that mentioned above, so efficiency will definitely better than being friendly, however there is no show stopper to adopt both, meaning being efficient and friendly, that will be an added value to the customer and a gateway to customer loyalty, because customers do care about resolving their issues from the first attempt.
Because efficiency can benefit both parties: You as the establishment and the customers. You can always be friendly to all of your customers but that's it. They might just remember you as the friendly guy from the store. But if you are efficient at all times they will remember you, your service and the establishment as well.
