Service Quality

SERVICE QUALITY
Service quality is the assessment of quality is done during the service delivery processes.
Quality in a service is a measure of the extent to which a delivered service meets the customer’s
expectations.
Service Quality: It is an attitude formed by a long-term overall evaluation of a firm’s
performance.
Quality: “The quality of service is the degree of conformance of all the relevant features and
characteristics of service to all the aspects of customer needs limited by the price and delivery
he/she will accept.”
Quality may be judged from the following:
1) Design reflected through the relevant feature and characteristics of service.
2) Satisfaction of customer needs
3) Production and delivery of service
SERVICE QUALITY MODEL
Models for Measuring Service Quality The measurement and management of service quality is
more challenging as compared to tangible products.
Service Quality Scale (SERVQUAL) Service quality is defined as ‘a global judgment or
attitude, relating to the overall superiority of the service’ (Parasuraman, Zeithaml and Berry,
1988). The SERVQUAL proposes a gap based conceptualization of service quality where the
gap indicates the extent to which the service obtained confirms to expectations. In SERVQUAL,
both - store service performance and consumer expectations of the store service, are explicitly
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measured to assess the ‘gap’. Conceptually, this gap assessment assumes that the statement of
desired attribute levels is the yardstick a consumer uses to assess store service performance
provide a list of several other yardsticks which can be used by a consumer to evaluate store
service delivery. Even empirically, several researchers find the performance
FIVE DIMENSIONS AS PER SERVIQUAL MODEL
.i. Reliability is defined as the ability to perform the promised service dependably and
accurately. In broad sense reliability means, service firms' promises about delivery, service
provisions, problem resolutions and pricing. Customers like to do business with those firms, who
keep their promises. So it is an important element in the service quality perception by the
customer and his loyalty. Hence the service firms need to be aware of customer expectation of
reliability. In the case of banking services, the reliability dimension includes - regularity, attitude
towards complaints, keep customers informed, consistency, procedures etc.
.ii. Responsiveness is the willingness to help customers and to provide prompt service. This
dimension focuses in the attitude and promptness in dealing with customer requests, questions,
complaints and problems. It also focuses on punctuality, presence, and professional commitment
etc., of the employees or staff. It can be calculated on the length of time customers wait for
assistance, answers to questions etc. The conditions of responsiveness can be improved by
continuously review the process of service delivery and employees attitude towards requests of
customers.
iii. Assurance The third dimension of service quality is the Assurance dimension. It can be
defined as employee's knowledge, courtesy and the ability of the firm and its employees to
inspire trust and confidence in their customers. This dimension is important in banking,
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insurance services because customers feel uncertain about their ability to evaluate outcome. In
some situations like insurance, stock broking services firms try to build trust and loyalty between
key contact persons like insurance agents, brokers etc. and individual customers. In banking
services "personal banker" plays the role of key contact person. This dimension focuses on job
knowledge and skill, accuracy, courtesy etc. of employees and security ensured by the firm.
Iv.Empathy Another dimension of service quality is the Empathy dimension. It is defined as the
caring, individualized attention provides to the customers by their banks or service firms. This
dimension try to convey the meaning through personalized or individualized services that
customers are unique and special to the firm. The focus of this dimension is on variety of
services that satisfies different needs of customers, individualized or personalized services etc. In
this case the service providers need to know customers personal needs or wants and preferences.
v. Tangibility The fifth dimension of service quality is the Tangibility which is defined as the
appearance of physical facilities, equipment, communication materials and technology. All these
provide enough hints to customers about the quality of service of the firm. Also, this dimension
enhances the image of the firm. Hence tangibility dimension is very important to firms and they
need to invest heavily in arranging physical facilities.
QUALITY GAP MODEL
Gap analysis model of service quality was developed by Parasuraman, A. et al. in the year 1985.
The model indicated that customer perception of quality was influenced by a series of five
distinct gaps. They are mentioned below.
Gap - I - Gap between customer expectation and Management perception. The reasons for this
gap are lack of adequate market research and lack of upward communication. This gap can be
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narrowed by adopting adequate research programs to know customer needs and to improve the
communication system. It can be measured by using the SERVQUAL scale and comparing the
scores obtained from the management and customers.
Gap - 2 - Gap between Management perception and service quality specification. This gap exists
in service firms because of the lack of whole hearted commitment of management to service
quality, inadequate service leadership etc. It can be closed by standardizing service delivery
process and setting proper organizational goals.
Gap - 3 - Gap between Service quality specification and service delivery. The third gap
originates from the discrepancies in the actual service delivery, that is, the service providers or
employees do not perform at the level expected by the management. It is because of the
ineffective recruitment, lack of proper incentives and motivations etc. This gap can be eliminated
by providing the employees with adequate support system, better human resource management
system etc.
Gap - 4 - Gap between Service delivery and external communication. The gap between service
delivery and external communication occurs due to exaggerated promise or ineffective
communication to the customer, which raise customer expectations. This can be narrowed by
efficient and effective communication system.
Gap - 5 - Gap between expected quality and perceived quality. This gap exists because of the
inequality in the service expectation of customer and his service perception. This can be
overcome by identifying, quantifying and monitoring customer expectations and perceptions
through the effective use of marketing and marketing research tools.
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SERVICE QUALITY

Service Quality: It is an attitude formed by a long-term overall evaluation of a firm’s

he/she will accept.”

Quality may be judged from the following:

1) Design reflected through the relevant feature and characteristics of service.

2) Satisfaction of customer needs

3) Production and delivery of service

SERVICE QUALITY MODEL

more challenging as compared to tangible products.

Service Quality Scale (SERVQUAL) Service quality is defined as ‘a global judgment or

service delivery. Even empirically, several researchers find the performance

FIVE DIMENSIONS AS PER SERVIQUAL MODEL

towards complaints, keep customers informed, consistency, procedures etc.

assistance, answers to questions etc. The conditions of responsiveness can be improved by

need to invest heavily in arranging physical facilities.

QUALITY GAP MODEL

distinct gaps. They are mentioned below.

scores obtained from the management and customers.

process and setting proper organizational goals.

delivery and external communication occurs due to exaggerated promise or ineffective

efficient and effective communication system.

overcome by identifying, quantifying and monitoring customer expectations and perceptions

through the effective use of marketing and marketing research tools.

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