COMPARATIVE STUDY ON SERVQUAL MODEL OF

ONLINE DELIVERY AND TWO-WHEELER SCOOTER

SERVICES BASED ON RATER SCALE, ODISHA

Report Submitted in the partial fulfillment of the requirement for the

award of degree of
POST GRADUATE DIPLOMA IN MANAGEMENT from

“Institute of Management and Information Science”

Under the guidance of: -

Prof. Rakhi Dutta

Submitted by: -
T. Monika(20DM042)
D. Sravani(20DM038)
Suchismita Sahu(20DM031)
Nilanjana Hazra(20DM040)
Ashok Kumar Das(20DM047)
1|Page
 CERTIFICATE

This is to certify that the research work embodied in this thesis entitled
“Comparative Study on SERVQUAL Model of Online Delivery and Two-
wheeler Scooter Services Based on RATER Scale, Odisha” was presented by T.
Monika (20DM042), D. Sravani (20DM038), Suchismita Sahu (20DM031),
Nilanjana Hazra (20DM040), Ashok Kumar Das (20DM047) at Institute of
Management and Information Science, Bhubaneswar for partial fulfilment of
PGDM in Marketing Management. This work has been carried out under my
supervision and is to the satisfaction of department.

Date:
Place:

Guide:
Prof. Rakhi Dutta
(Assistant Professor)

2|Page
 DECLARATION OF ORIGINALITY

We hereby certify that we are the sole author of this thesis and that neither any part of
this thesis nor the whole of the thesis has been submitted for a degree to any other
university or institution.
We certify that, to the best of my knowledge, our thesis doesn’t infringe upon
anyone’s copyright nor violet any proprietary rights and that any ideas, techniques,
quotations, or any other material from the work of other people include in my thesis,
published or otherwise, are fully acknowledged in accordance with the standard
referencing practices. Furthermore, to the extent that we have included copyrighted
material that surpasses the bounds of fair dealing within the meaning of the Indian
Copyright Act.
We declare that this is a true copy of my thesis, including any final revisions.

Date:
Place:

Signature of Students: Signature of Guide

T. Monika (20DM042)
D. Sravani (20DM038)
Suchismita Sahu (20DM031)
Nilanjana Hazra (20DM040)
Ashok Kumar Das (20DM047)

3|Page
 ACKNOWLEDGEMENT

It has been a great honor to work right from the conceptualization on the topic to
completion of the entire work of the dissertations under the guidance of my honorable
and respected guide Prof. Rakhi Dutta, Assistant professor in Marketing
Department (Institute of Management and Information Science, Bhubaneswar).
We sincerely acknowledge them valuable contribution. They are constant source of
encouragement and momentum that any difficulty becomes simple. They always
supported and tolerated me. We gained a lot of valuable guidance and prompts
suggestions from them during the entire work schedule.

It gives us pleasure to express my deep sense of gratitude to Institute of

Management and Information Science, Bhubaneswar to provide great opportunity
to carry out this dissertation work as a part of curriculum.

Thank You
T. Monika(20DM042)
D. Sravani(20DM038)
Suchismita Sahu(20DM031)
Nilanjana Hazra(20DM040)
Ashok Kumar Das(20DM047)

4|Page
 ABSTRACT

The objective of this study is to examine the status of existing service quality
literature, especially SERVQUAL model implementations. In addition, this study
aims at developing research questions which can be used by researchers to carry out a
further detailed study. A self-completion questionnaire was developed from the
SERVQUAL instrument and distributed using a convenience sampling technique to
friends and relatives to determine their perception of service quality in Online food
delivery services and Automobile service sector.
KEYWORDS: SERVQUAL model, Service quality, Customer’s satisfaction, Online
food delivery services, Zomato, Swiggy Automobile two-wheeler sector, EeVe, TVS.

5|Page
 Index

• Certificate
• Declaration of Originality
• Approval of Certificate
• Acknowledgement
• Abstract

1. Introduction
1.1. Online food delivery industry
1.1.1. ZOMATO
1.1.2. SWIGGY
1.2. Two-wheeler scooter
1.2.1. TVS
1.2.2. EeVe
2. Objective of the study
3. Methodology
3.1. Sample size
3.2. Data collection
3.3. Data analysis
3.4. Findings and analysis
4. Conclusion and recommendations
5. References
6. Appendix

6|Page
 INTRODUCTION
Service sector has also been claimed as the backbone of the Indian economy.
Research reveals the existence of three competitive objectives in India's services
sector: quality/delivery, flexibility, and cost, with the highest competitive goal being
quality/delivery.
Service quality has become an essential means to achieve a competitive advantage in
an intensely competitive market where customers are seeking a better-quality level
when they choose service providers. Through understanding the definitions of service
and quality independently, the conceptualization of service quality can be better
explained. Services appear to be subjective entities with conduct rather than actual
objects and can be interpreted as performances, behaviour acts, and procedures.
Whereas quality is understood to be a consumer's view on the degree to which the
individual product or service supplied reaches the intended expectation. SERVQUAL
is one of the tools used in the evaluation of service quality. SERVQUAL is designed
for the assessment and management of service quality. It is also indicated that the
model is used from the customer's point of view to measure the quality of service.
SERVQUAL's main objective is to have a consistent and accurate instrument that
can be used to measure the quality of the services in various service sectors.
Originally, the developers of SERVQUAL implemented ten dimensions or
characteristics of service quality. These are Security, Competency, Access,
Reliability, Courtesy, Communication, Credibility, Tangibility, Responsiveness and
Understanding the customer. These ten dimensions were later pruned to five
dimensions, Empathy, Reliability, Assurance, Responsiveness, and Tangibility.
• Tangibility refers to the physical environment in which the service provider
works. This includes the physical buildings, staff, and hardware and
communication materials available.
• Reliability includes the willingness of the service organization to provide the
service reliably and accurately.
• Empathy, on the other side, is about the special care and attention provided to
the individual clients when assisted.
• Responsiveness is also a duty of the service provider to help clients and to
provide prompt service as soon as possible.
• Assurance is also linked to the competence and courtesy of the workers and
their willingness to instil confidence, trust, and trust in customers.

7|Page
1.1. Online Food Delivery Industry:

The Online food delivery industry in India is an emergent but fast-growing market
that has experienced remarkable growth from 2015 onwards. The majority of the key
players are start-up’s and are at nascent stages of growth. Some of the main players
that operate in the market in India are Swiggy, Zomato, Big Basket, Jubilant Foods,
Fresh menu, and Lucious.

The Online food delivery market in India was valued at INR 289.36 Bn in 2019 and
is expected to reach INR 1,868.19 Bn by 2025, expanding at a compound annual
growth rate (CAGR) of ~39% during the 2021 – 2025 period. Rapid urbanization,
growth in the number of working youths, and increased adoption of the internet and
smartphones are a few of the significant factors that propel market growth. Lucrative
offers and discounts provided by various aggregators on their apps and the ease of
doorstep delivery are further driving the market. However, the dominance of
unorganized players across tier II and tier II cities and the significantly low
penetration of internet in tier III cities deter its growth.

1.1.1.ZOMATO

Zomato is a restaurant search, discovery and delivery service which was founded in
2008 by Deepinder Goyal and Pankaj Bhardwaj. It operates in over 23 countries
which includes India, Australia and the United States. It features restaurant
information which gives the customer or the user information about best dinning
place their menus and photos uploaded by local street teams, as well as user reviews
and ratings. The company also provides a variety of services like online ordering,
table reservation etc.

Zomato collects all the required information from every restaurant on a regular basis
to ensure their data is fresh. They have a vast community of food lovers and bloggers
who share their own reviews and photos; so that the customers have all that they need
to make their preferred choice.

8|Page
1.1.2.SWIGGY
Swiggy is an Online Food ordering and Delivery Company whose headquarter is
located in Bangalore, India. The inspirational thought of Swiggy offering a
complete food ordering and delivery service online through their apps and web
from the neighboring restaurants around to the urban foodie. Started by three
young entrepreneurs Swiggy set its foot mark on August 2014, the online food
ordering and delivery start-up Swiggy as of today has more than 5,000,000
mobile application installations, and has become the most popular known brand
name for almost everyone who wants to order food.
Swiggy on an average has a tie up with more than 25,000 restaurants, Swiggy
has its own manpower which has a fleet of in-house delivery boys and it
operates across different cities in India, which includes Bangalore, Mumbai,
Chennai, Delhi, Hyderabad and more.

1.2. Two-Wheeler Scooter:

The automotive industry becomes the huge industry all over the world because new
models arrive in the market on a regular basis. They try to administer changes in the
design, development, manufacturing and marketing of their product. Customer
satisfaction is the key parameter to know the customer expectation from a particular
brand of product. Customer satisfaction can be inferred from the percentage of total
customers who make repeated purchases and level of contentment they have with the
experience of purchase.
The greatest achievement in customer service is the quality that it delivers to the
customers which is reflected at each service encounter. Customer service expectation
is formed from past experiences, word of mouth and advertisement. In general,
9|Page
Customers compare perceived service with expected service in which if the former
falls short of the latter the customers are disappointed.
The measures of service quality obtained through consumer surveys have become a
widely used business performance measurement tool. This is because service quality
is related to profitability, costs, customer satisfaction and retention. Any service
industry cannot survive in this highly competitive environment until it satisfies its
customers by providing good quality service. The service quality is achieved by
matching the needs of the customer and by satisfying them.

1.2.1. TVS COMPANY

TVS Motor Company is the third largest 2-wheeler company in India with a revenue
of over ₹18,217 crore (over US$2.9 billion). It has an annual sale of more than 3
1million units and an annual capacity of over 4.95 million vehicles. TVS Motor is
also the 2nd largest exporter in India with exports to over 60 Countries.\
A member of the TVS Group, it is the largest company of the group in terms of size
and turnover. The company vision is “We are committed to being a highly profitable,
socially responsible, and leading manufacturer of high value for money,
environmentally friendly, lifetime personal transportation products under the TVS
brand, for customers predominantly in Asian markets and to provide fulfilment and
prosperity for employees, dealers, and suppliers.”
TVS Motor will be responsive to customer requirements consonant with its core
competence and profitability. TVS Motor will provide total customer satisfaction by
giving the customer the right product, at the right price, at the right time.

10 | P a g e
1.2.2. EeVe
EeVe is an Electric Two-Wheeler manufacturing company that empowers the
ecological sustainability with its futuristic, noise and emissions-free vehicle. EeVe is
a one-of-its-kind automobile start-up that brings a balance between high-end
technology and ecological health of the world at one platform.
Our vehicles are designed keeping in mind the pain points of the Indian two-wheeler
users. With state-of-the-art technology, products are carefully designed for Indian
consumers and Indian roads. EeVe is perfect for utility, style and comfort, as simple
as that.

11 | P a g e
 OBJECTIVES OF THE STUDY
• To study customer perception on tangibility, reliability, responsiveness,
assurance and empathy in online food delivery service sectors and automobile
two-wheeler sector using SERVQUAL model.
• To evaluate the impact of service quality factors on customer satisfaction.

METHODOLOGY
Sample Size: - Convenient sampling was carried out and questionnaire was
personally administered with 50 customers in 4 organization of 2 services sector in
Odisha explaining the purpose of this study.
Data Collection: - In order to fulfil the proposed research objectives, this empirical
research was carried out with the primary data collected through a well-designed
questionnaire (see APPENDIX). It contains twenty-two items complied with service
quality factors (Tangibility- (4), Reliability- (5), Responsiveness- (4), Assurance- (4),
Empathy- (5)). All these variables under five factors were measured with 5- point
Likert- type scale ranging from 1- Strongly Dissatisfied to 5- Strongly Agree/
satisfied.
Data Analysis: - To study customer perception on tangibility, reliability,
responsiveness, assurance and empathy in Online food delivery Services and
Automotive Two-wheeler sector in Odisha using SERVQUAL Model, Arithmetic
mean score has been calculated. And with the help of RATER parameters, we will
know which parameter is more important for customers.
Findings and Analysis: - The mean of the perceptions on service quality dimensions
are analysed by finding the arithmetic mean value of the variables of each factor and
the result SERVQUAL score is listed below:

Table 1. Perception of the customers on Service Quality for Online Food Delivery
Services.
Sl.no. Service Quality Dimensions Swiggy Mean Zomato Mean
Score Score
1 Tangibility 4.04 4.56
2 Reliability 4 4.55
3 Responsiveness 4.68 4.15
4 Assurance 4.56 4.12
5 Empathy 4.2 4.1

12 | P a g e
Table 2. Perception of the customers on service quality for automotive two- wheeler
sector.

Sl.no. Service Quality Dimensions EeVe Mean TVS Mean Score

Score
1 Tangibility 4.5 4.3
2 Reliability 4.4 3.84
3 Responsiveness 4.375 4.25
4 Assurance 4.125 4.45
5 Empathy 4.1 4.44

13 | P a g e
 CONCLUSION AND RECOMMENDATIONS

SERVQUAL model could be defined as a very subjective, complex and unreliable

model but it is true that this model is really useful for qualitatively exploring and
assessing customer’s service. This model helps organizations in their efforts in
bridging the gap between the expected and perceived service to be more efficient and
also it helps to identify different segments that differ significantly in their assessment
of a company’s service development and improvement.
IN TERMS OF ONLINE FOOD DELIVERY SECTOR:
Tangibility:
Basically, while surveying the market of the online food delivery services, we have
found that the packaging of the food and the quality of the food is good and most of
the Zomato and Swiggy delivery guys were wearing their uniforms. But in terms of
tangibility, Zomato wins the race.
Reliability:
When we check the reliability of Zomato and Swiggy, we have found that they are
true to their words and deliver the promised services dependably and accurately. But
here also Zomato wins the race.
Responsiveness:
In terms of responsiveness, the employees of both the companies are very much
dedicated and shows willingness to help customers and provide prompt services by
listening to their problems through chatting or calling with their customers.
Assurance:
Both the online food delivery companies timely assure their customers, if in case they
fail to provide promised services.
Empathy:
Both the online food delivery companies are very much caring to their individual
customers and gives equal attention to each and every customer.

14 | P a g e
IN TERMS OF AUTOMOTIVE TWO-WHEELER SCOOTER:
TANGIBILITY:
When we have compared the tangibility of both the EeVe and TVS, we have found
that customers like TVS more than EeVe because of their stylish new model and
battery run vehicle.
RELIABILITY:
When we have checked the reliability of both the companies, we have found that they
are true to their words and deliver the promised services as they both are easy to use,
handle is light easy to move and one can have comfortable ride and its mileage &
pickup is good.
RESPONSIVENESS:
In terms of responsiveness, both the employees of the two- wheeler companies show
willingness to help their customers by fixing even a small- breaks. Moreover, they
have also provided their toll- free number for taking all the complains.
ASSURANCE:
In case of providing assurance, both the TVS & EeVe provides insurance cover so
that the customers can avail cashless repair facilities or get compensation for
accidental damages.
EMPATHY:
In terms of empathy, customer service without empathy is like a bike without tires.
Companies need to make sure the foundation for empathetic and good customer
service is solid. So, both the two- wheeler companies listen to their customer’s issues
and pays attention in solving individual’s problems.

15 | P a g e
 REFERENCES
1.Bitner, M. J. (1995). Building Service Relationships: It’s All About Promises.
Journal of the Academy of Marketing Science, 23 (4), 246–251.
2. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter:
Diagnosing Favourable and Unfavourable Incidents. Journal of Marketing, 54,
71– 84.
3. Chowdhury, A.H., Iqbal, M.T., & Miah, M.K. (2010). A Study of Service
Quality Determinants of Private Universities in Bangladesh using SERVQUAL.
Journal of Knowledge Globalization, 3(1), 49-74.
4. Collier, J.E., & Bienstock, C.C. (2006). Measuring Service Quality in E-
Retailing. Journal of Service Research, 8, 260.
5. Gremler, D. D., & Gwinner, K. P. (2000). Customer- employee rapport in
service relationships. Journal of Service Research, 3 (1), 82–104.
6. Gronroos, C. (1987). Developing the Service Offering: A Source of
Competitive Advantage. Chicago: American Marketing Association.
7. Gronroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards
a Paradigm Shift in Marketing. Journal of Management History, 32 (2), 4-20.
8. Heinonen, K., & Strandvik, T. (2005). Communication as an element of service
value. International Journal of Service Industry Management, 16 (2), 186–198.
9. Khan, F. (2010). An Analysis of the Service Gap of Advertising Agencies in
Bangladesh: An empirical Study on Ad Agency Clients. Bangladesh Research
Publication Journal, 3(4): 1171-1180.
10. Kouthouris, C., & Alexandris, K. (2005). Can Service Quality Predict
Customer Satisfaction and Behavioural Intentions in the Sport Tourism Industry?
An Application
of the SERVQUAL Model in an Outdoors Setting. Journal of Sport Tourism, 10
(2), 101–111.
11. Negi, R., & Ketema, E. (2010). Relationship Marketing and Customer
Loyalty: The Ethiopian Mobile Communications Perspective. International
Journal of Mobile Marketing, 5 (1), 113.
12. Nunally, J. C. (1978). Psychometric methods. New York: McGrawhill
Publications.
13. Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A Conceptual Model of
Service Quality and Its Implication for Future Research. Journal of Marketing, 49,
41–50.
14. Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-
Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of
Retailing, 64, 12-40.
15. Siddiqui, N., & Khandaker, S.A. (2007). Comparison of Services of Public,
Private and Foreign Hospitals from the Perspective of Bangladeshi Patients.
Journal of Health, Population and Nutrition, 25(2), 221-230.
16. Wang, Y., Lo, H., & Hui, Y.V. (2003). The Antecedents of Service Quality
16 | P a g e
 and Product Quality and Their Influences on Bank Reputation: Evidence from the
Banking Industry in China. Managing Service Quality, 13(1), 72-83.
17. Zeithaml, V. A., & Bitner, M. J. (2003). Services Marketing: Integrating
Customer Focus Across the Firm. New York: McGraw-Hill.
18. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioural
Consequences of Service Quality. Journal of Marketing, 60 (2), 31–46.
19. Rajesh Amonkar “Customer Satisfaction Towards After Sales Service: A Case
Study Analysis”, International Journal of Science and Research (IJSR), Volume 5
Issue 10, October 2016.
20. Dr. Duggani Yuvaraju & Prof. S. Durga Rao, Customer Satisfaction towards
Honda Two Wheelers: A Case Study in Tirupati, IOSR Journal of Business and
Management (IOSR-JBM), Volume 16, Issue 5. Version. I (May. 2014), PP 65-74.
21. Dr. k. Lakshmi Priya, “customer satisfaction towards Honda two- wheeler-a
study in Palakkad district, Kerala”. International Conference on "Research avenues in
Social Science” Organize by SNGC, Coimbatore, Vol-1 Issue-3 2016
22. Dr. A.S Ambily and Dheeraj R, “A Study on Consumer Satisfaction among
Yamaha Two-Wheeler Users” International Journal of Core Engineering &
Management (IJCEM) Volume 3, Issue 1, April 2016

17 | P a g e
 APPENDIX
Dear Respondent,

You are requested by the students of institute of management and information science to fill-up the
questionnaire about “comparative study on SERVQUAL model of two-wheeler scooter services based on
RATER scale in Odisha”. All information will be kept confidential and used only for academic purpose.
Perceived benefits of getting services automotive two-wheeler scooter services in Odisha,
where 1= Strongly disagree/ dissatisfied, 2= Disagree/ dissatisfied, 3= Neutral, 4= Agree/ satisfied, 5=
Strongly agree/ satisfied.

1. Showrooms and service centres, has modern looking equipment? 1 2 3 4 5

2. Showrooms and service centres, physical facilities are visually appealing. 1 2 3 4 5
3. Showrooms and service centres, reception desk employees are neat 1 2 3 4 5
appearing.
4. Materials associated with the service (such as pamphlets or statements) are 1 2 3 4 5
visually appealing at Showrooms and service centres,
5. When Showrooms and service centres, promises to do something by a 1 2 3 4 5
certain time, it does so.
6. When you have a problem, Showrooms and service centres, shows a 1 2 3 4 5
sincere interest in solving it.
7. Showrooms and service centres, performs the service right the first time. 1 2 3 4 5
8. Showrooms and service centres; provides its service at the time it promises 1 2 3 4 5
to do so.
9. Showrooms and service centres, insists on flawless performance. 1 2 3 4 5
10. Employees in Showrooms and service centres, tell you exactly when 1 2 3 4 5
services will be performed.
11. Employees in Showrooms and service centres, give you prompt service. 1 2 3 4 5
12. Employees in Showrooms and service centres, are always willing to help 1 2 3 4 5
you.
13. Employees in Showrooms and service centres, are never too busy to 1 2 3 4 5
respond to your request.
14. The behaviour of employees in Showrooms and service centres, instils 1 2 3 4 5
confidence in you.
15. You feel safe in deal with Showrooms and service centres. 1 2 3 4 5
16. Employees in Showrooms and service centres, consistently courteous 1 2 3 4 5
with you.
17. Employees in Showrooms and service centres, have the knowledge to 1 2 3 4 5
answer your questions.
18. Showrooms and service centres, gives you individual attention. 1 2 3 4 5
19. Showrooms and service centres, has operating hours convenient to all its 1 2 3 4 5
customers.
20. Showrooms and service centres, has employees who give solution to your 1 2 3 4 5
personal problems.
21. Showrooms and service centres, has your best interest at heart. 1 2 3 4 5
1 2 3 4 5
22. The employees of Showrooms and service centres, understand your
specific needs. • What is your overall satisfaction level about the service
quality

18 | P a g e
*continued for Online food delivery services

1. Restaurant Search Website will have modern looking Website? 1 2 3 4 5

2. Features/Option available will be visually appealing? 1 2 3 4 5
3.Features will be easy to find. (Navigation in website, notification etc)? 1 2 3 4 5
4.Material associated with services (such as apps, online orders) will be visually 1 2 3 4 5
appealing?
5.When Restaurant Search Website promise to do something by certain time, they will 1 2 3 4 5
do it?
6.When a user has a problem, Restaurant Search Website will show a sincere interest 1 2 3 4 5
in solving it?
7.Restaurant Search Website will perform the service right the first time? 1 2 3 4 5
8.Restaurant Search Website will provide the service at the time they promise to do 1 2 3 4 5
so?
9.Restaurant Search Website will insist on error free records? (understandable 1 2 3 4 5
information)
10.Employees will make information easily obtainable to the users? 1 2 3 4 5

11.Employees will give prompt service to users? 1 2 3 4 5

12.Employees will always willing to help users? 1 2 3 4 5

13.Employees of Restaurant search website will never be too busy to respond to 1 2 3 4 5

users’ requests?
14.The behaviour of employees in Restaurant Search Website will in still confidence 1 2 3 4 5
in users. (Attention to ordered services)?
15.Restaurant Search Website users will feel safe in transactions? 1 2 3 4 5
16.Restaurant Search Website will be consistently courteous with users? (fast 1 2 3 4 5
rectification transmission for entered information)
17.Restaurant Search Website will have the knowledge to answer users’ questions? 1 2 3 4 5

18.Restaurant Search Website will give users individual attention? (concern to inter 1 2 3 4 5
user information)
19. Restaurant Search Website will have operating hours convenient to all their users? 1 2 3 4 5

20.Restaurant Search Website will have employees who give users personal attention? 1 2 3 4 5

21.Restaurant Search Website will have their user’s best interests at heart? 1 2 3 4 5
22.Restaurant Search Website will understand the specific needs of their users? 1 2 3 4 5

19 | P a g e