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TO STUDY THE SERVICE QUALITY OF URBANCLAP USING

SERVQUAL: WITH SPECIAL REFERENCE TO RAJASTHAN

Heemika Sharma

Department of Management, JECRC University, Jaipur, Rajasthan

[email protected]

ABSTRACT

The main purpose of the present study is to study the service quality of Urban clap using

SERVQUAL model in Rajasthan. The SERVQUAL model which is developed by Parasuraman,

Zeithaml, & Berry is used to analyze the gap between perception and expectation of Urbanclap

users. Parasuraman, Zeithaml, &Berry (1985) gave five dimensions of service quality:

Reliability, Assurance, Tangibles, Empathy, and Responsiveness. Urbanclap is home service

based start-up established in 2014. The research methodology is carried out in a survey from 103

users of urban clap. The data obtained is analyzed through statistical tool using correlation and

ANOVA on SPSS 20 software.

Keywords: Urbanclap, home based services, SERVQUAL model, service quality, customer

satisfaction

1. INTRODUCTION

Urbanclap is a fast growing and well recognized online start-up in India which is established in

2014 by Varun Khaitan, AbhirajBhal, Raghav Chandra. It is a mobile based application which

provides day to day services by the skilled professional. Urbanclap is providing different services

like housekeeping & personal services which include plumber, electricians, carpenters, cleaning,

and pest control, beauty, spa, yoga trainer, mobile & other appliances repair, decorating house

and also wedding clicked. They also provide Chartered Accountant and Company Secretary

services for registering company, for income tax fillings, tax registration.

Home based services app fixed the problem of day today life carpentry, house cleanliness, home

appliances, and all other household problems. They facilitate services that satisfy customer

needs. Now a day people want easy life and asses to the service they want so for that the

Urbanclap fulfill the demand and provide day to day basis service at home with the help of app.

Customers become very vital in the competition era.Customer always want maximum

satisfaction from the product or services they receive and they choose that product too. Every

organization gives their best to please customer but service quality is depend on the feedback of

customers. Now a day in busy life people want everything at home and concerned about their

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personnel hygiene and other household activities while protection their best interest at a lowest

possible cost.

1.1 SERVQUAL MODEL

In 1985 Parasuraman, Zeithaml, &Berry develop model of 10 dimensions: Reliability,

Responsiveness, competence, Acc

Tangibles, Understanding/ knowing the customer. But later tin 1988 these dimensions are

reduced to five dimensions.

Figure:1

Five Factors of SERVQUAL model

These dimensions are also called RATER

Berrygave this concept. According to them per

satisfaction. According to Zeithaml

Tangibles: -Physical Facilities, Equipment, Appearance, Personnel’s.

Reliability: - Perform service dependably & accurately.

Responsiveness: - Provide prompt services and willingness to help customer.

Assurance: - Knowledge & courtesy, ability to inspire trust & confidence between customers.

Assurance

Empathy



Responsiveness, competence, Access, Courtesy, Communication, Credibility, Security,


Five Factors of SERVQUAL model

These dimensions are also called RATER. A. Parasuraman, Valarie A. Zeithaml, & Leonard L.

Berrygave this concept. According to them perception minus expectation give result to of the

Zeithaml

Physical Facilities, Equipment, Appearance, Personnel’s.

Perform service dependably & accurately.

Provide prompt services and willingness to help customer.

Knowledge & courtesy, ability to inspire trust & confidence between customers.

SERVQUAL Model

Tangibles

Relibility

Responsiveness

Assurance



ess, Courtesy, Communication, Credibility, Security,


A. Parasuraman, Valarie A. Zeithaml, & Leonard L.

ception minus expectation give result to of the

Knowledge & courtesy, ability to inspire trust & confidence between customers.

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Empathy: - Caring, easy access, good communication skills, understanding and individual

attention given to customer.

Service Quality is P-E.

2. REVIEW OF LITERATURE

Khan, P., &Tabassum, A. (2010) studied the service quality and customer satisfaction on high-

end women beauty parlors in Dhaka. The researcher conducted in-depth interviews of

beauticians and executives and questionnaire survey of high- end parlor customer with a sample

size of 260. It can be found that customer gave importance to environment, behavior &

knowledge of service provider, counselling, affordable and information dissemination while

choosing parlors. It can also conclude that majorly four factor : support & facility, employee

performance, customer relation and communication factors are service – quality variables which

are helpful in customer satisfaction.

Sokachaee, E. H., &Moghaddam, F. M. (2014) investigates the impact of service quality of

customer in Melli bank in Tehran city. The sample size is 792 which are analyzed with the help

of structural equation modeling, chi-square, KMO& Bartlett’s test. The study found that the

component of SERVQUAL (Tangible, Empathy, Assurance, Reliability, & Responsiveness)

have positive impact on customer satisfaction of Tehran district.

Studies the customer expectation & satisfaction level of Urbanclap in beauty services in the Pune

district of Maharastra, India. The data collection tool is structured questionnaire with 145

respondents. From the statistical tool ANOVA, One-Sample t-test, it can be found that moran

than half of respondents are satisfied with the Urbanclap services & there is also a positive

relation between customer expectations & satisfaction with the beauty services.

Sultana, S., & Das, T. I. S (2016) measures the customer satisfaction through SERVQUAL

model in Chittagong beauty parlors. The study aims to identify the perception on Reliability,

Assurance, Tangibles, Empathy and Responsiveness. It also studies the service quality on

customer satisfaction. The sample size of the study is 100 which is analyzed through mean and

linear regression. The study concluded that among the all five factors the tangible has maximum

impact on customer satisfaction.

Wang, I. M., & Shieh, C. J. (2006) explores the relationship between service quality & customer

satisfaction in changjungchristian university library. The sample size is 55 and the data is

collected through questionnaire which is analyzed through t-test, regression and multivariate

ANOVA. The result shows that all the dimensions of service quality have positive effect on

overall satisfaction in the study but except responsiveness.

Abari, A. A. F., Yarmohammadian, M. H., &Esteki, M. (2011) studied the service quality of

postgraduate student in private university “Islamic Azad University-Khorasgan Branch”. The

gap between expected and actual is analyzed by servqual model. The hypotheses of the research

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are tested through t-test, ANOVA, MANOVA which reveals that there is a significant difference

in the expectation and perception of students.

Paniker, V. B., & Mohammad, K.(2017) A studied the concept of Indian beauty care services

industry. Present paper also analyze the preference of women consumers for specific parlor

employee.. The data is collected through questionnaire from 102 respondents working women of

age group 21-35 in Mumbai. The result shows that customer satisfaction is associated strongly

with the service quality provided by the employees of the parlour and most of the women

consumers prefer the services of a particular parlour employee.

Seth, N., Deshmukh, S. G., & Vrat, P. (2005) aims to study various service quality models and

identify issues for future research based on the analysis of literature. The paper examines 19

different service quality models and intends to derive link between them. The result and findings

revealed that service quality outcome and measurement is dependent on type of service setting,

situation, time, need, competition etc.

Jayasathya, R., & Priya, P (2019) studied customer’s opinion and factors influencing it while

visiting the Naturals’ Salon. The data was collected from 200 respondents with the help of

purposive sampling using questionnaire. Simple Percentage analysis, Multiple responses,

Descriptive statistics, ANOVA and t-test. It can be found that the respondents are strongly

agreed for factors influenced to High Status.

Rajni Pathak and Punam Salunkhe(2018) studied the satisfaction level of customer from urban

clap in Pune with special context to beauty service. The sample size of the study is 145. It can be

concluded that more than half of the customer are satisfied with the services provided by

urbanclap. In the study result shows that there is significant relationship between expectation and

satisfaction of customer from beauty service of urbanclap.

3. RESEARCH GAP

After analyzing the various researches using SERVQUAL model it can be concluded that many

research work has been done on the different sectors: education, hospitality, banking, restaurants,

healthcare, telecommunication etc. but limited study is done on the home based service provider

companies. So for that Urbanclap is considered for the research.

4. RESEARCH QUESTIONS

RQ1 Which dimension of service quality contribute most to the satisfaction of the customer?

RQ2 Determine the relationship between service quality dimensions and satisfaction from

Urbanclap.

RQ3 Is there a significant relation between service quality and customer satisfaction.

RQ4 Which dimension hinder to the satisfaction of the customer

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5. CONTRIBUTION OF STUDY

Satisfaction of customer is dependent on service or product and it varies from different sector.

The result of the study will offer a way to assess Urbanclap or home based service provider to

improve their service or add on something new. The company will able to understand the

expectation of their customer.

6. SCOPE OF THE STUDY

The focus of the study is Urbanclap. Sample is drawn from the customer using Urbanclap

services or those who experience their services in past so the present study is limited to the

Urbanclap.SERVQUAL model scale is used for measuring Urbanclap service quality.

7. OBJECTIVES OF THE STUDY

1) To identify the service quality factor which contribute most to the customer satisfaction.

2) To study the expectation of customer from Urbanclap.

3) To assess the service quality of Urbanclap.

4) To find relationship between the factors of servqual model of perceived service of urban clap.

8. HYPOTHESIS

Ho – There is no significant difference between variance of actual and expected services

provided by urbanclap.

Ho- There is no significant independent effect of occupation on the factors of SERVQUAL

model.

H0- There is no significant independent effect of age on the factors of SERVQUAL model.

Ho--There is no significant interaction effect of occupation and age on the factors of

SERVQUAL model.

Ho – there is no significant relationship between the factors of servqual model of perceived

service of urban clap.

9. RESEARCH METHODOLOGY

The present study is descriptive in nature .The population of present study is users or who had

experience of services from Urban clap in Rajasthan. The sample size of the study is 103

urbanclap users. For present study the non-probability sampling is used in which 103 samples are

chosen conveniently. The data is collected through primary & secondary data in present research.

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Primary data is collected through a questionnaire constructed and distributed to the customer of

Urbanclap. Questionnaire is made on 5 point likert scale where 1 is strongly disagree and 5 is

strongly agree. The questionnaire have three sections: first section related to demographic profile

of the customer, second for expectation of customer and third section is for received/ provided

services by Urbanclap. The data is collected over a period of 2 month from January 2020 to

March 2020. The present study is based on SERVQUAL model which is given by Zeithaml,

Parasuraman and Berry. Secondary data is also collected through journal, articles etc. The

questionnaire has construct validity because it includes all the factor of servqual model

Reliability of questionnaire: - The reliability of questionnaire is checked through Cronbach

Alpha by SPSS software version 20. The reliability is >.70 which is good for research.

Table: 1

Cronbach Aplha Reliability

Overall Reliability Expectation Reliability Perceived Reliability .970 .957 .965

9.8 Conceptual Framework: -

Figure: 2

Research Model

Service Quality Dimensions

Responsiveness

Assurance

Tangibles

Empathy

Responsiveness

SQ Expectation

SQ Perception

Gap Customer

Satisfaction/

Dissatisfaction

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10 STATISTICAL TOOLS

The statistical tools used for the study are correlation to find the relationship between the factors

of servqual model of perceived service of urban clap and ANOVA to find the independent and

interaction effect of occupation and age on the factors of SERVQUAL model

10.1 Data Analysis and Interpretation

Table: 2 Demographic Profile of Urbanclap users Factor Frequency Percent

Age ( in years) 15-20 28 21-25 51 26-30 15 31-35 2 Above 35 7

27.2 49.5 14.6 1.9 6.8

Gender

Male 18 Female 85

17.5 82.5

Marital Status Married 22 Unmarried 81

21.4 78.6

Qualification

High School 10 Undergraduate 31 Postgraduate 46 Other 16

9.7 30.1 44.7 15.5

Occupation Student 56 Home Maker 7 Employed 40

54.4 6.8 38.8

Which Service do you availed from Urbanclap Beauty Service 42 Home Service 32 Both 29

40.8 31.1 28.2

Frequency of service in a Month One Time 33 2-4 Time 20 Whenever Needed 50

32 19.4 48.5

Mode of Payment Online 34 Offline 26 Both 43

33.0 25.2 41.7

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How long are you taking Urbanclap services 1-6 Month 50 6-12 Month 28 1-2 Year 17 More than 2 Year 8

48.5 27.2 16.5 7.8

Source (Author Survey)

Table shows that age group between 21-25 takes more service from urban clap. Male & female

are 17.5 & 82.5 % customer of urbanclap. From the total sample 78.6 % are unmarried and 21.4

% are married customer. The postgraduates use more urbanclap service. On the other hand

student & employed are 56 % & 40 % users but home maker use very less services from

urbanclap. 42% of the total sample uses beauty service and 32% took home service & 29%

customer took beauty & home service both. Half of the respondents use service whenever they

needed. 34% and 26% customer do payment via online & offline methods. 50% of the customer

takes service from past 1-6 month and only 8 % took sevices from past more than 2 years.

Table: 3 Service Quality Factors Gap Score Factor Perception Score

( Mean) Expectation Score ( Mean) Service Quality ( P-E)

(Mean) Tangibility 4.17 4.27 -0.1

Reliability 4.11 4.28 -0.17

Responsiveness 4.14 4.37 -0.23

Assurance 4.11 4.34 -0.23

Empathy 4.04 4.11 -0.07 Source (Computed Data)

A negative score indicates that customer expectation is higher than they actually receive and they

are not satisfied with actual services.. The table shows that mean gap of Tangibility is -0.1which

is less as compare to other variable which shows that customers expectation are met in the

tangibility factor. As oppose to this Responsiveness & Assurance have -0.23 mean gap which

stated that customer expectation is higher than they actually receive. Result shows that

perception score is slightly less than expectation score which reveals that users expect more than

actually receive

Table: 4 Correlation between factors of Perceived service Factor Tangibility Reliability Responsiveness Assurance Empathy Tangibility 1 .724** .813** .757** .738**

Reliability .724** 1 .730** .779** .639**

Responsiveness .813** .730** 1 .846** .734**

Assurance .757** .779** .846** 1 .766**

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Empathy .738** .639** .734** .766** 1

**. Correlation is significant at the 0.01 level (2-tailed). The Pearson correlation value is lies between +1 to -1. A value nearer to +1 indicates the higher

correlation between two variables. The table shows the correlation between five factors of

servqual model of perceived service of urban clap. Result shows that two factor Responsiveness

& Assurance is highly correlated with each other as there correlation is .846. Empathy and

Reliability are less correlated as compare to other variable.

10.2 Result and Discussion

Between-Subjects Factors

Value Label N

Occupation

1 student 56

2 home maker 7

3 employed 40

Age ( in Years)

1 15-20 28

2 21-25 51

3 26-30 15

4 31-35 2

5 above 35 7

INTERPRETATION-The above table shows that out of the total respondents 56 were students , 7 were home makers and 40 were employed. The table also shows that out of the total respondents 28 belonged to the age group of 15-20, 51 belonged to the age group of 21-25, 2 belonged from 31-35, and 7 respondents were above 35 years of age

Tests of Between-Subjects Effects

Dependent Variable: Tangibility

Source Type III Sum of

Squares

Df Mean Square F Sig.

Corrected Model 4.828a 12 .402 1.010 .447

Intercept 373.395 1 373.395 937.406 .000

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Occupation .317 2 .159 .398 .673

AgeinYears 1.876 4 .469 1.177 .326

Occupation * AgeinYears .519 6 .086 .217 .970

Error 35.850 90 .398

Total 1840.000 103

Corrected Total 40.677 102

a. R Squared = .119 (Adjusted R Squared = .001)

INTERPRETATION: The above table shows that there is no significant independent effect of

occupation and age on perceived tangibility as the p values .673 and .326 are greater than 0.05.

The table also shows that there is no significant interaction effect of age and occupation on

perceived tangibility as the p value .970 is greater than 0.05.


Dependent Variable: Reliability


Squares


Corrected Model 3.663a 12 .305 .713 .736

Intercept 333.846 1 333.846 779.347 .000

Occupation .141 2 .070 .164 .849

AgeinYears 1.634 4 .409 .954 .437


Error 38.553 90 .428

Total 1783.500 103


a. R Squared = .087 (Adjusted R Squared = -.035)


occupation and age on perceived reliability as the p values .849 and .437 are greater than 0.05.


perceived reliability as the p value .980 is greater than 0.05.


Dependent Variable: Responsiveness


Squares


Corrected Model 9.078a 12 .757 1.342 .209

Intercept 380.340 1 380.340 674.661 .000

Occupation .068 2 .034 .061 .941

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AgeinYears 2.210 4 .552 .980 .423

Occupation * AgeinYears 2.420 6 .403 .715 .638

Error 50.737 90 .564

Total 1830.000 103


a. R Squared = .152 (Adjusted R Squared = .039)


occupation and age on perceived responsiveness as the p values .941 and .423 are greater than

0.05. The table also shows that there is no significant interaction effect of age and occupation on

perceived responsiveness as the p value .638 is greater than 0.05.


Dependent Variable: Assuarance


Squares



Intercept 373.418 1 373.418 634.228 .000

Occupation .052 2 .026 .044 .957

AgeinYears 1.380 4 .345 .586 .674


Error 52.990 90 .589

Total 1802.125 103




occupation and age on perceived assurance as the p values .957 and .674 are greater than 0.05.


perceived assurance as the p value .975 is greater than 0.05.


Dependent Variable: Empathy

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Squares



Intercept 357.944 1 357.944 811.323 .000

Occupation .383 2 .192 .434 .649

AgeinYears 1.374 4 .344 .779 .542

Occupation * AgeinYears 1.296 6 .216 .490 .815

Error 39.707 90 .441

Total 1726.240 103




occupation and age on perceived empathy as the p values .649 and .542 are greater than 0.05.


perceived empathy as the p value .815 is greater than 0.05. 10.3 Conclusion: -The present paper studied the service quality of urbanclap with reference to

customer perception & expectation. The result shows that service quality of urban clap have

negative score between the perception & expectation of users from the service provided by

company so we can conclude that customer expect more than actually receive. The largest gap is

found in the responsiveness & assurance and lowest gap is found in the tangibility factor. The

factors of servqual model from customer perception are highly correlated with each other. The

hypothesis is tested from the viewpoint of customer perception regarding service provided by

urbanclap. The null hypothesis of the study is accepted as they stated that there is no significant

independent effect of occupation on the factors of SERVQUAL model. The result reveals that

there is no statistically difference effect of age on the factors of SERVQUAL model. It can be

concluded from the hypothesis testing that there is no significant interaction effect of occupation

and age on the factors of SERVQUAL model. The result also shows that the two factors

Responsiveness & Assurance are highly correlated with each other and Empathy and Reliability

are less correlated as compare to other variable.

10.4 Limitations of the Study

The area of the study is very broad so it could not cover all literature concerning to

service quality and customer satisfaction.

Other than service quality dimensions there are also other factor which affects the

customer satisfaction.

The area of research is concentrated in Rajasthan state so result is no applicable to other

state of India.

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REFERENCE

Khan, P., &Tabassum, A. (2010). Service quality and customer satisfaction of the beauty-care

service industry in Dhaka: a study on high-end women’s parlors. Journal of Business in

Developing Nations, 12, 33.

Sokachaee, E. H., &Moghaddam, F. M. (2014). The Impact of Service Quality on Customer

Satisfaction by Using SERVQUAL Model. International Journal of Business and Marketing, 1,

16.

Sultana, S., & Das, T. I. S( 2016) measuring Customer Satisfaction through SERVQUAL

Model: A Study on Beauty Parlors in Chittagong. European Journal of Business and

Management, 97 , 108.

Wang, I. M., & Shieh, C. J. (2006). The relationship between service quality and customer

satisfaction: the example of CJCU library. Journal of Information and optimization

Sciences, 27(1), 193-209.

Abari, A. A. F., Yarmohammadian, M. H., &Esteki, M. (2011). Assessment of quality of

education a non-governmental university via SERVQUAL model. Procedia-Social and

Behavioral Sciences, 15, 2299-2304.

Rajni Pathak and Punam Salunkhe (2008). A research study on Customer expectation and

satisfaction level of Urban Clap in beauty services: with special reference to Pune. Volume 8

Issue V, MAY/2018 ISSN NO: 2249-7455

Jayasathya, R., & Priya, P. A STUDY ON CUSTOMER PREFERENCE TOWARDS NATURALS UNISEX

SALON AND SPA (WITH SPECIAL REFERENCE TO COIMBATORE CITY).

Panicker, V. B., & Mohammad, K. A. A Study on the Service Quality Attributes of Parlour Service

Employees and Their Contribution to Customer Satisfaction in the Beauty Care Service Industry. vol, 6,

22-28.

Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service quality models: a review. International journal of

quality & reliability management.

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