service quality amity

7/30/2019 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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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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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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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.


give prompt service to customers.


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THE RESPONSIVENESS DIMENSION


always be willing to help customers.


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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