service quality amity
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DEFINING AND
MEASURING SERVICEQUALITY
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SERVICE QUALITY
Government measures of service quality
improvements
GNP does not recognize improvements inservice quality
based on output measures
GNP may actually increase due to poor servicequality
complaining customers spend $ on
phone calls
return shipping, etc.
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THE DIFFERENCE BETWEEN
CUSTOMER SATISFACTION
AND SERVICE QUALITY
Customer Satisfaction
short-run, transaction specific measure
Service Quality
long-run overall evaluation of the firms
performance
looks at how firms should perform
measures a higher standard of service delivery
expectations drive service quality perceptions
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Management
perceptions
of customerexpectations
Standards
specifyingservice to be
delivered
Actual
service
delivered
Customer
expectations
Retailer
communicationsabout services
Customer
perception of
service
Source: Adapted from A. Parasuraman, Valerie Zeithaml, and Leonard Berry, A Conceptual Model of Service Quality and Its Implications for Service Quality Research,Journal of Marketing 49
(Fall 1985), pp.41-50.
Knowledge Gap
Standards Gap
Delivery Gap
Communication Gap
Conceptual Model of Service Quality
Serv
iceGap
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DIAGNOSING FAILURE GAPS
IN SERVICE QUALITY
Gap 1: The Knowledge Gap research orientation
upward communication
levels of management
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DIAGNOSING FAILURE GAPS
IN SERVICE QUALITY
Gap 2: The Standards Gap
perceptions of feasibility commitment to service quality vs.
cost reduction and short-term profits
No culture or goal setting for services
timeliness, accuracy, responsiveness
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DIAGNOSING FAILURE GAPS
IN SERVICE QUALITY
Gap 3: The Delivery Gap
unable or unwilling to perform service
employee/job fit
role conflict
role ambiguity
dispersion of control Learned helplessness
inadequate support
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DIAGNOSING FAILURE GAPS
IN SERVICE QUALITY
Gap 4: The Communication Gap
exaggerated promises
attempts to acquire new business
attempts to beat the competition
absence of horizontal communication
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MEASURING SERVICE QUALITY:
SERVQUAL
Diagnostic tool used to determine gap scores
The larger the gap, the lower the service quality
evaluation 44 Item Scale the Compares Should to Perceptions
SQ consists of five dimensions
Tangibles Reliability
Responsiveness Assurance
Empathy
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THE TANGIBLES DIMENSION
Two-dimensional construct Equipment and facilities
Personnel and communication materials
E1: Excellent companies will have modern
looking equipment
P1: XYZ has modern looking equipment
E2: The physical facilities at excellent
companies will be visually appealing.
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THE TANGIBLES DIMENSION
E3: Employees of excellent companies will
be neat-appearing.
E4: Materials associated with the service(such as pamphlets or statements) will be
visually appealing in an excellent
company.
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THE RELIABILITY DIMENSION
Reflects the consistency and
dependability of the firms performance
E5: When excellent companies promise to dosomething by a certain time, they will do
so.
E6: When customers have a problem,excellent companies will show a sincere
interest in solving it.
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THE RELIABILITY DIMENSION
E7: Excellent companies will perform the
service right the first time.
E8: Excellent companies will provide their
services at the time they promised to do
so.
E9: Excellent companies will insist on error-free records.
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THE RESPONSIVENESS DIMENSION
The willingness or readiness ofemployees to provide the service
E10: Employees of excellent companies willtell customers exactly what services will
be performed.
E11: Employees of excellent companies will
give prompt service to customers.
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THE RESPONSIVENESS DIMENSION
E12: Employees of excellent companies will
always be willing to help customers.
E13: Employees of excellent companies will
never be too busy to respond to customerrequests.
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THE ASSURANCE DIMENSION
Reflects the competence of the firm, the
courtesy extended to its customers, and the
security of its operations
E14: The behavior of employees of excellent
companies will instill confidence in
customers.
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THE ASSURANCE DIMENSION
E15: Customers of excellent companies will
feel safe in their transactions.
E16: Employees of excellent companies willbe consistently courteous with
customers.
E17: Employees of excellent companies willhave the knowledge to answer customer
questions.
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THE EMPATHY DIMENSION
The ability to experience anothers feelings
as ones own
E18: Excellent companies will give
customers individual attention.
E19: Excellent companies will have
operating hours convenient to all their
customers.
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THE EMPATHY DIMENSION
E20: Excellent companies will have
employees who give customers personal
attention.E21: Excellent companies will have the
customers best interest at heart.
E22: The employees of excellent companieswill understand the specific needs of
their customers.
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SERVQUAL CRITICISMS
Expectation and perception questions seem
redundant
whats the value of including the expectation
set?
compromises have been developed
Questions need to be adjusted to fit specific
industry under examination
Measurement issues
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THE DIAGNOSTIC ADVANTAGE
OF SERVQUAL SCORES
Dimension Perception Scores SERVQUAL Scores
Tangibles 5.3 0.0
Reliability 4.8 -1.7
Responsiveness 5.1 -1.0
Assurance 5.4 -1.5
Empathy 4.8 -1.1
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