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    Service Concept. Services Can Satisfy Customer Through Its Their Good Quality

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    Gillian Delos Reyes
    The document discusses several key aspects of service quality: 1) Service quality is critical for customer satisfaction and a company's success. It is determined by customers and their perceptions rather than being easily measurable. 2) While difficult to measure, service quality dimensions provide criteria for assessing service quality. Customer service encounters are an important part of their overall experience. 3) Research has identified five key dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. These dimensions provide a framework for understanding service quality from the customer perspective.

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    Service Concept. Services Can Satisfy Customer Through Its Their Good Quality

    Uploaded by

    Gillian Delos Reyes
    26 views3 pages
    The document discusses several key aspects of service quality: 1) Service quality is critical for customer satisfaction and a company's success. It is determined by customers and their perceptions rather than being easily measurable. 2) While difficult to measure, service quality dimensions provide criteria for assessing service quality. Customer service encounters are an important part of their overall experience. 3) Research has identified five key dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. These dimensions provide a framework for understanding service quality from the customer perspective.

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    The document discusses several key aspects of service quality: 1) Service quality is critical for customer satisfaction and a company's success. It is determined by customers and their perceptions rather than being easily measurable. 2) While difficult to measure, service quality dimensions provide criteria for assessing service quality. Customer service encounters are an important part of their overall experience. 3) Research has identified five key dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. These dimensions provide a framework for understanding service quality from the customer perspective.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    26 views3 pages

    Service Concept. Services Can Satisfy Customer Through Its Their Good Quality

    Uploaded by

    Gillian Delos Reyes
    The document discusses several key aspects of service quality: 1) Service quality is critical for customer satisfaction and a company's success. It is determined by customers and their perceptions rather than being easily measurable. 2) While difficult to measure, service quality dimensions provide criteria for assessing service quality. Customer service encounters are an important part of their overall experience. 3) Research has identified five key dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. These dimensions provide a framework for understanding service quality from the customer perspective.

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    © All Rights Reserved
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    of 3

    Service Concept. Services can satisfy customer through its their good quality.

    Since quality is the basis of the basis of the customers for purchasing, it must be done

    continuously to make the customers’ payment worthy. The sole judges of the service

    quality are the customers, who can make a request to modify, retain and to add another

    service that can satisfy them. The success of the service firms can be determined by the

    customers.

    It is difficult to measure service quality as compare to goods’ quality. The difficulty

    to measure is due to fewer tangible cues available when consumers purchase services

    also requires higher consumer involvement in the consumption process. On the other

    hand, service quality dimensions are seen the criteria to assess and an instrument for

    measuring service quality.

    As emphasized by Gremler (2006), service quality is the critical element of

    customer perceptions. In the case of pure services the health care, financial services, and

    education, service quality will be the dominant element in customers’ evaluations. In

    cases in which customer service or services are offered in combination with a physical

    product like It services, auto services, service quality may also be very critical in

    determining customer satisfaction. It can help companies attract more and better

    customers to the business through offensive marketing. When service is good, a company

    gains a positive reputation and through that reputation a higher market share and the

    ability to change more than its competitors for services.

    The customers can evaluate the services of he service providers through their

    perceptions. Through this, the service quality can be measured effectively.


    As Bateson (2006) emphasized, the concept of quality improvement is directly

    applicable to small companies as well as large, to service industries as well as

    manufacturing, and to the public sector as well as private enterprise. In order to be

    successful, quality improvement programs must be management-led and customer-

    oriented and this may require fundamental changes in the way companies and agencies

    do business. It must always be present on any kind and form of business. Many

    customers are conscious if the products available in the market have superior or high

    quality.

    Service Encounters. Service encounter is a period of time during which the

    customers interact directly with a service. It can be high-contact services, medium-contact

    services, and low-contact services. High contact services tend to be those in which

    customers visit the services facility in person. Medium-contact entail less involvement

    with service provider and low-contact services involve very little, if any, physical contact

    between customers and service providers (Lovelock, 2004).

    From the customers point of view, the most vivid impression of service occurs in

    the service encounter or moment of truth, when the customer interacts with the service

    firm. For example, among the service encounters that a hotel customer experiences are

    checking into the hotel, being taken to a room by a bell person, taking meal, requesting a

    wake-up call, and checking out. It is in these encounters that customers receive a

    snapshot of the organization’s service quality, and each encounter contributes to the

    overall satisfaction and willingness to do business with the organization again. From the

    organization’s point-of-view, each encounter thus presents an opportunity to prove its

    potential as a quality service provider and to increase customer loyalty (Gremler, 2006).
    Service Quality Dimensions. The research done by Parasuraman group

    identified five dimensions of service quality

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