Scribd
Upload
43 views1 page

Week Journal Article Review Forum

The theoretical basis of research is measurement of the quality of a service as it is perceived by consumers. SERVQUAL is a multi-item scale developed to assess customer perceptions of Service Quality in service and retail businesses. SERVPERF is the performance component of the Service Quality scale.

Uploaded by

Laura Schwartz
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
43 views1 page

Week Journal Article Review Forum

The theoretical basis of research is measurement of the quality of a service as it is perceived by consumers. SERVQUAL is a multi-item scale developed to assess customer perceptions of Service Quality in service and retail businesses. SERVPERF is the performance component of the Service Quality scale.

Uploaded by

Laura Schwartz
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

Week 3 Journal Article Review Forum Provide a citation to the journal article in APA format. nideri, R.

, Mari, D., & Grubor, A. (2009). CONSUMER EVALUATION OF THE SERVICE QUALITY. Economic Themes, 47(4), 169-185 Identify the problem statement/research question of the article and the theoretical basis of the research. The problem is how to identify consumer expectations, needs and desires in a way that facilitates growth in sales, profit and market share. The theoretical basis of research is measurement of the quality of a service as it is perceived by consumers. Quality has come to be recognized as a strategic tool for attaining operational efficiency and improved business performance. This is true for both the goods and services sectors. However, the problem with management of service quality in service firms is that quality is not easily identifiable and measurable due to inherent characteristics of services which make them different from goods. When the service provider understands how services will be evaluated by the customers, it will be possible to identify ways of managing these evaluations and influencing them in a desired direction. Describe the data gathering methods used, how the data were analyzed (use of statistics, etc), the results obtained, and the final discussion. The data gathering methods referenced are known as SERVQUAL and SERVPERF. SERVQUAL is a multi-item scale developed to assess customer perceptions of service quality in service and retail businesses. The scale decomposes the notion of service quality into five constructs as follows: Tangibles - physical facilities, equipment, staff appearance, etc. Reliability - ability to perform service dependably and accurately Responsiveness - willingness to help and respond to customer need, Assurance - ability of staff to inspire confidence and trust, Empathy the extent to which caring individualized service is given. SERVQUAL represents service quality as the discrepancy between a customer's expectations for a service offering and the customer's perceptions of the service received, requiring respondents to answer questions about both their expectations and their perceptions. The use of perceived as opposed to actual service received makes the SERVQUAL measure an attitude measure that is related to, but not the same as, satisfaction. SERVPERF is the performance component of the Service Quality scale. The article states that consumers do not buy goods and services, they buy the benefits goods and services provide them with. It is this customer-perceived service of an offering that creates value for them. There was discussion whether quality is evaluated and perceived first and then satisfaction, or if satisfaction with a service comes first and then leads to a quality perception. The final discussion of paying attention to the customer evaluation is of great issue to companies who want to survive and succeed in the competitive markets and although the methods mentioned above help to better understand customers, the article reflects that it may be a right time for a new approach which would provide a view of the total customer experience and not such a narrowly focused approach as offered by SERVQUAL and SERVPERF.

You might also like