Service Quality

By Nitika Sharma

Consumer Gap

Listening Gap
Lack of Upward Communication
Insufficient relations focus
Inadequate service recovery

The Service Design & Standard

Gap
Poor service design
Absence of customer driven
standards
Inappropriate physical evidence
and servicescaping

Service Performance Gap

Deficiencies in HR Policies
Failure to match supply and
demand
Problem with service
intermediaries

Communication Gap
Lack of Integrated service
marketing communication
Ineffective management of
customer expectation
Overpromising
Inappropriate pricing

Gaps Model of Service

Quality

Service Quality
Service quality as perceived by
customers, can be defined as
'the
extent
of
discrepancy
between customers' expectations
or desires and their perceptions

Service quality is a big

challenge to organizations
Service quality is more difficult for the
consumer to evaluate than goods
quality.
Service quality evaluations are not made
solely on the basis of the outcome of
service, they also involve evaluation of
the process of service delivery.
Service quality perceptions result from
a comparison of consumer expectations
with actual service performance.

SERVQUAL
To identify and check the
service quality with respect to
the customers perception and
customers expectation
Servqual instrument with 22
items.

SERVQUAL
Perceived Service Quality =
Perceived Service Expected
Service
Parasuraman, Zeithaml and Beiry
(PZB)

Five dimensions of SERVQUAL

Tangibles, which pertain to the physical facilities,
equipment,
personnel
and
communication
materials.
Reliability, which refers to the ability to perform
the promised services dependably and accurately.
Responsiveness, which refers to the willingness of
service providers to help customers and provide
prompt service.
Assurance, which relates to the knowledge and
courtesy of employees and their ability to convey
trust and confidence.
Empathy, which refers to the provision of caring
and individualized attention to customers.

The SERVQUAL scale can be used

To determine a company's service quality along
each of the five service quality dimensions.
To find out relative importance of service
quality dimensions as considered by the
customer,
To compute overall weighted SERVQUAL score,
which
takes
into account the
relative
importance of each dimension as well.
To
track
customers'
expectations
and
perceptions over time
To compare a company's SERVQUAL score
against those of competitors.

Thank You

Well Done Is Better

Than Well Said