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    SERVQUAL - Measuring Service Quality

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    Durga Prasad Dash
    The document outlines the five dimensions of service quality as defined by SERVQUAL: tangible, reliability, responsiveness, assurance, and empathy. For each dimension, it provides the definition, examples, and lists the expectation and perception questions used to measure customer expectations and perceptions of service quality. The dimensions focus on factors like the physical environment, dependability, willingness to help customers, ability to convey trust, and understanding the customer perspective. Comparing expectation and perception scores provides a measure of service quality gaps.

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    SERVQUAL - Measuring Service Quality

    Uploaded by

    Durga Prasad Dash
    52 views18 pages
    The document outlines the five dimensions of service quality as defined by SERVQUAL: tangible, reliability, responsiveness, assurance, and empathy. For each dimension, it provides the definition, examples, and lists the expectation and perception questions used to measure customer expectations and perceptions of service quality. The dimensions focus on factors like the physical environment, dependability, willingness to help customers, ability to convey trust, and understanding the customer perspective. Comparing expectation and perception scores provides a measure of service quality gaps.

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    Service Quality1

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    The document outlines the five dimensions of service quality as defined by SERVQUAL: tangible, reliability, responsiveness, assurance, and empathy. For each dimension, it provides the definition, examples, and lists the expectation and perception questions used to measure customer expectations and perceptions of service quality. The dimensions focus on factors like the physical environment, dependability, willingness to help customers, ability to convey trust, and understanding the customer perspective. Comparing expectation and perception scores provides a measure of service quality gaps.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    52 views18 pages

    SERVQUAL - Measuring Service Quality

    Uploaded by

    Durga Prasad Dash
    The document outlines the five dimensions of service quality as defined by SERVQUAL: tangible, reliability, responsiveness, assurance, and empathy. For each dimension, it provides the definition, examples, and lists the expectation and perception questions used to measure customer expectations and perceptions of service quality. The dimensions focus on factors like the physical environment, dependability, willingness to help customers, ability to convey trust, and understanding the customer perspective. Comparing expectation and perception scores provides a measure of service quality gaps.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    SERVQUAL – Measuring Service Quality

    By: Bikash Ranjan Debata


    Five Dimensions of Service Quality:

     The tangible dimension.


     The reliability dimension.
     The responsiveness dimension.
     The assurance dimension.
     The empathy dimension.
    Tangibles dimension:
    (Physical facilities and facilitating goods) The
    tangible dimension of servqual compares the
    customer’s expectation and firm’s performance
    regarding the firm’s ability to manage its
    tangible. Example: cleanliness.
    consequently the tangible component in
    SERVQUAL has 2 dimensions:
     One focus on the equipment and facilities
     Other focuses on personnel and
    communication materials.
    The tangible component of SERVQUAL is
    obtained from four customer expectation
    Continued…..
    Questions ( E1-E4) and four customer
    perception questions (P1-P4). Keep in
    mind that the customer expectation
    questions apply to the excellent firm’s
    within the particular industry, while the
    customer perception questions apply to the
    specific firm under investigation.
    Comparing the customer expectation score
    with customer perception score provides a
    numeric variable that indicates the tangible
    gap. The smaller the numer,the smaller the
    gap and the closer customer perception to
    expectation.
    Tangible perceptions:

    P1: XYZ has modern looking equipment.


    P2: XYZ’s physical facilities are visually
    appealing.
    P3: XYZ’s employee are neat in appearance.
    P4: materials associated with the service
    ( such as pamphlets on statements) are
    visually appealing at XYZ.
    Tangible Expectation:

    E1: Excellent firm will have modern looking


    equipment.
    E2: The physical facilities of excellent firm will

    be visually appealing
    E3: Excellent firm’s employee will be neat in
    appearance.
    E4: Materials associated with service (such
    as pamphlets on statements) for excellent
    firm will be visually appealing
    Reliability dimension:
    (Perform promised service dependably and
    accurately.) The reliability dimension reflect
    the consistency and dependability of the
    firm’s performance. Does the firm provide the
    same level of service from time to time on
    there is a drastic variation in each service
    encounter. Does the firm keep its promises,
    does the billing procedure is accurate, keep
    the accurate record, etc. Nothing can be
    more frustrating for the customer than
    unreliable services providers. Example:
    receive mail at same time each day.
    Reliability expectation:
    E5: when excellent firm promise to do
    something by a certain time they will do
    so.
    E6: when customers have a problem,
    excellent companies will show a sincere
    interest in resolving it.
    E7: Excellent companies will perform the
    service right the first time.

    E8: Excellent companies will provide its service at


    the time it promised to do so.

    E9: Excellent company will insist on error-free


    records.
    Reliability Perceptions:

    P5: When XYZ promise to do something by a


    certain time, they will do so.
    P6: When you have a problem, XYZ shows a
    sincere interest in solving it.
    P7: XYZ performs the service right the first
    time.
    P8: XYZ provides the services at the time
    they promise to do so.
    P9: XYZ insists on error free records.
    Responsiveness dimension:
    (Willingness to help customers promptly.)
    Responsiveness reflects a service firm’s
    commitment in providing it service in a timely
    manual. As such, the responsive dimension
    of SERVQUAL concern with the willingness
    and/or readiness of employee to provide
    service. Occasionally, customer may
    encounter a situation in which employees are
    engage in their own conversation with one
    another while ignoring the need of customer.
    Example: avoid keeping customers waiting
    for no apparent reason.
    Responsive Expectation:
    E10: Employees of excellent companies will
    tell customers exactly when services will
    be performed.
    E11: Employees of excellent companies will
    give prompt service to customers.
    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 customer
    request.
    Responsive Perception:

    P10: Employees of XYZ tell you exactly when


    services will be performed.
    P11: Employees of XYZ give you prompt
    service.
    P12: Employees of XYZ are always willing to
    help you.
    P13: Employees of XYZ are never too busy to
    respond to your requests.
    Assurance Dimension:

    (Ability to convey trust and confidence.)


    The assurance dimension of SERVQUAL
    address the competence of the firm, the
    courtesy extended to its customer and the
    security of its operation. Competence
    pertain to firm’s knowledge and skills in
    performing its service. Courtesy refers to
    firm’s employees interaction with the
    customer. Example: being polite and
    showing respect for customer.
    Assurance Expectation:

    E14: The behavior of employees of excellent


    firms will instill confidence in customers.
    E15: Customers of excellent companies will
    feel safe in their transaction customers.
    E16: Employees of excellent firms will be
    consistency courteous with customers.
    E17: Employees of excellent firms will have
    the knowledge to answer customer’s
    questions
    Assurance Perception:

    P14: The behavior of employees of XYZ


    instills confidence in customers.
    P15: You feel safe in your transaction with
    XYZ.
    P16: Employees of XYZ are consistently
    courteous with you.
    P17: Employees of XYZ have the knowledge
    to answer your questions.
    Empathy dimension:

    (Ability to experience another’s


    feelings as one’s own.)
    The Empathy dimension of
    SERVQUAL address the ability to
    put itself in its customer’s place.
    Empathetic fimr understand the need
    of the customers of make their
    services assessable to their
    customers.
    Empathy Expectation

    E18: Excellent firms will give customer


    individual attention.
    E19: Excellent companies will have operating
    hours convenient to all their customer.
    E20: The employees of excellent firm give
    customer personal attention.
    E21: Excellent firms will have customer best
    interest at heart.
    E22: The excellent of firms will understand
    the specific needs of the customers.
    Empathy Perception

    P18: XYZ gives you individual attention.


    E19: XYZ has operating hours convenient to
    all its customer.
    E20: XYZ employees give customer personal
    attention.
    E21: XYZ has best interest at heart.
    E22: Employees of XYZ understand the
    specific needs.

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