Managing Service

Quality
Word of mouth Personal needs Past experience
communication

Expected Service

GAP 5
Perceived Service
CONSUMER

MARKETER GAP 4
Service delivery (including External
Pre & post contacts) communications
GAP 1 to consumers
GAP 3
Translation of perceptions
into service-quality
specifications Service Quality
GAP 2 Model by
Parasuraman,
Management perceptions
Ziethmal &
of consumer expectations
Berry
 SERVQUAL Attributes

5 Determinants of service quality 22 Items SERVQUAL Scale

1. Reliability 5 Items

2. Responsiveness 4 Items

3. Assurance 4 Items

4. Empathy 5 Items

5. Tangibles 4 Items
 SERVQUAL Attributes
1. Reliability

1. Providing service as promised.

2. Dependability in handling customers’
service problems.
3. Performing services right the first time.
4. Providing services at the promised time.
5. Maintaining error free records
 SERVQUAL Attributes
2. Responsiveness

1. Keeping customer informed as to when

services will be performed
2. Prompt service to customers
3. Willingness to help customers
4. Readiness to respond to customers’
request
 SERVQUAL Attributes
3. Assurance

1. Behaviour of employees will impress

customers with reliability of service and
instill confidence.
2. Making customer feel safe in their
transactions
3. Employees who are consistently
courteous and friendly
4. Employees who have the knowledge to
answer customers questions
 SERVQUAL Attributes
4. Empathy

1. Giving customer individual attention

2. Having the customer’s best interest at
heart
3. Employees who understand the needs of
their customers
4. Convenient business hours
5. Employees who deal with customers in a
caring fashion
 SERVQUAL Attributes
5. Tangibles

1. Modern equipment
2. Visually appealing physical facilities
3. Employees who have a neat professional
appearance
4. Materials and tools associated with the
service will be visually appealing