06 - Service Quality Model

Measuring Service Quality
Contents
 Introduction
 Service Quality Definition
 Service Quality Model
 Service Quality Dimensions
 Service Quality Gaps
www.BrooklynAcademy.net 1
Introduction
 Measuring quality of product
 Measurable Quality Metrics
 Defined Targets
 Measuring quality of service
 Attributes
 Personal Opinion
 Judged by the Customers, not the Organizations.
Service Quality Definition
 Service Quality is the difference between Customers’
Expectations & Perceptions.
“Parasuraman”
SERVQUAL Model
 Established by Zeithaml, Parasuraman & Berry
 Developed from 1985 to 1990
 Abbreviation derived from “Service Quality”.
 Measures quality of service against 10 dimensions.
 Each dimension could be measured through several
attributes
SERVQUAL Ten Dimensions
1. Tangibles 6. Communication
2. Reliability 7. Credibility
3. Responsiveness 8. Competence
4. Understanding Needs 9. Security
5. Access 10. Empathy
Tangibles
 Buildings
 Age
 Status
 Furniture
 Facilities (meeting rooms, presentation tools, …etc.)
 Technology
 Air-condition
Reliability
 Confidence in organization
 A reduced amount of mistake
 Providing the service right, from the first time
 Accuracy of Records
Responsiveness
 Instant response to customer request
 Service delivery time
 Response to customer changes
 Response to customer inquiries
 Response to customer complain
Understanding Needs
 Listen to “Voice of Customer”
 Define customer requirements precisely
 Stated needs vs. Real needs
 Consider customer suggestions
 Design service standards to meet customer
requirements
Access
 Easy access to service provider
 Location
 Parking
 Telephone
 Website
Communication
 Provide customer with required information
 Written communications
 Verbal communications
 Body language
 Eye contact
 Persuading Skills
Credibility
 Organization reputation
 Competitive edge
 Fulfillment of obligations
 Commitment to promises
Competence
 Employees’ experience
 Background education & Knowledge
 History in the field
 Training
 Understanding of organization’s system
 Difficult situations Handling
Security
 Customer Perception of security:
 During service delivery
 After service delivery
 Confidentiality of customers’ information:
 Personal information
 Business transactions
 Proprietary information
Empathy
 Customer comes first
 Polite attitude
 Personal concern
 Friendly attitude
 Compassion when problem occurred
Service Quality Gaps
Consumer Expectations for Excellent Service

Gap 1
Management Perceptions of Consumer Expectations
Gap 2
Management Perceptions of Service Standard
Provided to Consumer
Gap 3
Gap 5
Actual Service Standard Provided to Consumer
Gap 4
Promotion & Promises Given by Organization
Consumer Perception of Actual Service Provided
 Gap 1 (Understanding): the difference between
consumer expectations and management

perceptions of consumer expectations
 Gap 2 (Service standards): the difference between
management perceptions of consumer expectations

and service quality specifications
 Gap 3 (Service performance): the difference between
service quality specifications and the service actually

delivered
 Gap 4 (Communications): the difference between
service delivery and what is communicated about the

service to consumers
 Gap 5 (Service quality): the difference between
customer expectations of service quality and

customer perceptions of the organization’s
performance
 Gaps 1 to 4 affect the way service is delivered
 Gap 5 depends on the size and direction of these four
gaps
Workshop
Identify attributes of each service quality dimension in:

1. Hotel
2. Airline
3. Bank
4. Hospital
5. Training Center
6. Car Maintenance Workshop
7. Mobile Service Provider

06 - Service Quality Model

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

06 - Service Quality Model

Uploaded by

Copyright:

Available Formats

Measuring Service Quality

 Service Quality Definition

 Service Quality Model

 Service Quality Dimensions

 Service Quality Gaps

 Measuring quality of product

 Measurable Quality Metrics

 Measuring quality of service

 Judged by the Customers, not the Organizations.

Service Quality Definition

 Service Quality is the difference between Customers’

Expectations & Perceptions.

 Established by Zeithaml, Parasuraman & Berry

 Developed from 1985 to 1990

 Abbreviation derived from “Service Quality”.

 Measures quality of service against 10 dimensions.

 Each dimension could be measured through several

SERVQUAL Ten Dimensions

4. Understanding Needs 9. Security

5. Access 10. Empathy

 Facilities (meeting rooms, presentation tools, …etc.)

 A reduced amount of mistake

 Providing the service right, from the first time

 Instant response to customer request

 Service delivery time

 Response to customer changes

 Response to customer inquiries

 Response to customer complain

 Listen to “Voice of Customer”

 Define customer requirements precisely

 Stated needs vs. Real needs

 Consider customer suggestions

 Design service standards to meet customer

 Easy access to service provider

 Provide customer with required information

 Background education & Knowledge

 History in the field

 Understanding of organization’s system

 Difficult situations Handling

 Customer Perception of security:

 During service delivery

 After service delivery

 Confidentiality of customers’ information:

 Customer comes first

 Compassion when problem occurred

Consumer Expectations for Excellent Service

Consumer Perception of Actual Service Provided

Service Quality Gaps

 Gap 1 (Understanding): the difference between

consumer expectations and management

 Gap 2 (Service standards): the difference between

management perceptions of consumer expectations

 Gap 3 (Service performance): the difference between

service quality specifications and the service actually

 Gap 4 (Communications): the difference between

service delivery and what is communicated about the

Service Quality Gaps

 Gap 5 (Service quality): the difference between

customer expectations of service quality and

 Gaps 1 to 4 affect the way service is delivered

 Gap 5 depends on the size and direction of these four

Identify attributes of each service quality dimension in:

6. Car Maintenance Workshop

7. Mobile Service Provider