ANUSHA JOSE

A1904016095

1. WHAT IS GRONROOS SERVICE QUALITY MODEL ?

ANS : Grönroos identified three dimensions of service quality:

technical, functional and image.

• Technical quality - what customer receives as a result of

interaction with the company, and which is important for
him/her to evaluate the quality of service.
• Functional quality - how the customer gets the technical outcome,
which includes: communication, competence, staff, etc.
• Image - builds up through technical and functional perfection.

The model is a good measurement tool for quality of services assessment. However the relationship
between perceived quality and customer satisfaction and above mentioned dimensions is not clear.

Grönroos more clearly shows the existence of a perception gap, although there is no suggestion of
"delighting" only of narrowing the gap. However the model has more practical application as it
shows factors that contribute to each side of the gap. It demonstrates that the supplier can affect
both sides of the gap – most notably by managing customer expectations. In addition it illustrates
that the customer experience is a product of the image of supplier quality, not just the actuality.
Clearly marketing as well as process and technical quality has an effect on the perception gap.