Service Quality

Service Quality • The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected. • Service quality assessments are formed on judgments of: – outcome quality – interaction quality – physical environment quality

The Five Dimensions of Service Quality Reliability

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Ability to perform the promised service dependably and accurately. 

Assurance

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Knowledge and courtesy of employees and their ability to inspire trust and confidence. 

Tangibles

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Physical facilities, equipment, and appearance of personnel. 

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Empathy

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Responsiveness

Caring, individualized attention the firm provides its customers. Willingness to help customers and provide prompt service.

SERVQUAL Attributes RELIABILITY ■Providing

service as promised ■Dependability in handling custo mers ’ service problems ■Performing services right the first time ■Providing services at the promised time ■Maintaining error - free records

RESPONSIVENESS ■Keeping

customers informed as to when services w ill be performed ■Prompt service to customers ■Willingness to help customers ■Readiness to respond to custo mers ’ requests

ASSURANCE ■Employees

who instill confidence in custo mers ■Making customers feel safe in their trans actions ■Employees who are consistently court eous ■Employees who have the knowledge to

EMPATHY ■Giving

customers individual attention ■Employees who deal with customers in a caring fashion ■Having the customer ’ s best interest at heart ■Employees who understand the needs of their customers ■Convenient business hours

TANGIBLES ■Modern

equipment ■Visually appealing facilities ■Employees who have a neat , professional appearance ■Visually appealing materials associated with the service

Exercise to Identify Service Attributes In groups of five, choose a services industry and spend 10 minutes brainstorming specific requirements of customers in each of the five service quality dimensions. Be certain the requirements reflect the customer ’ s point of view .

Reliability : Assurance : Tangibles : Empathy : Responsivenes s:

Services quality measurementmodels T h e re a re m a n y m e th o d s/ m o d e ls to m e a su re / a sse ss se rvice q u a lity 1.SERVQUAL 2.Trailer Calls/Post Transaction Surveys 3.Service Expectation Meetings and Reviews 4. Process Checkpoint Evaluations 5. Market Oriented Ethnography 6. Mystery Shopping 7. Customer Panels 8. Lost Customer Research 9.Future Expectations Research

SERVQUAL SERVQUAL scale involves a survey containing 21 service attributes grouped into five service quality dimensions viz., Reliability, Assurance, Tangibles, Empathy & Responsiveness