Servqual Canteen | Survey Methodology | Evaluation Methods

Measuring Service Quality Using SERVQUAL

a college canteen is surveyed however. Select the canteen whose service quality you want to assess. then obtain the score for each of the 22 Perception statements. depth. Using SERVQUAL. 22 questions in total.Introduction Measuring the quality of a service can be a very difficult exercise. 2. a service can have numerous intangible or qualitative specifications. SERVQUAL measures both the expectation and perception of the service on a scale of 1 to 7. Obtain an average Gap Score for each dimension of service quality by assessing the Gap Scores for each of the SERVQUAL Questionnaire 1 .g. any service organisation can be surveyed using this questionnaire. etc.) For each dimension of service quality above. service providers can obtain an indication of the level of quality of their service provision. the Gap Score for each dimension is calculated by subtracting the Expectation score from the Perception score. which can vary considerably based on a range of factors such as prior experience. The Methodology Outlined below are the instructions for carrying out a SERVQUAL survey. Unlike product where there are specific specifications such as length. Following this. A negative Gap score indicates that the actual service (the Perceived score) was less than what was expected (the Expectation score). appearance of physical facilities. obtain the score for each of the 22 Expectation statements. each of the five dimensions are weighted according to customer importance. In addition there is there expectation of the customer with regards the service. colour etc. width. and highlight areas requiring improvement. Empathy. weight. Using the questionnaire (see Appendix A below). SERVQUAL – a methodology for measuring service quality As a way of trying to measure service quality. In this sample. SERVQUAL examines five dimensions of service quality: • • • • • Reliability Responsiveness Assurance. 1. Then. Calculate the Gap Score for each of the statements where the Gap Score = Perception – Expectation (see Table 1 below). personal needs and what other people may have told them. and the score for each dimension multiplied by the weighting. and a sample of the questions used in the questionnaire. researchers have developed a methodology known as SERVQUAL – a perceived service quality questionnaire survey methodology. and Tangible (e. All that needs to be done is to substitute the word "canteen" with the particular organisation or industry being surveyed. The Gap score is a reliable indication of each of the five dimensions of service quality. equipment.

5. Dimension Tangibles Statement 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Expectation Score Perception Score Gap Score Average for Dimension Reliability Responsiveness Assurance Empathy Unweighted Average SERVQUAL score: Table 1 . 3. The sum of the weights should add up to 100 (see Table 2 below). This core is the unweighted measure of service quality for the area being measured. calculate the importance weights for each of the five dimensions of service quality constituting the SERVQUAL scale. Sum the scores calculated in step 5 above to obtain the weighted SERVQUAL score of service quality for the area being measured. Sum the averages calculated in step 2 above and divide by 5 to obtain an average SERVQUAL score. Calculate the weighted average SERVQUAL score for each of the five dimensions of service quality multiplying the averages calculated in step 2 above by the weighted scores calculate in step 4 above (see Table 3 below).Calculation of SERVQUAL Scores SERVQUAL Questionnaire 2 .statements that constitute the dimension and dividing the sum by the number of statements making up the dimension (see Table 1 below). If you want to have a weighted score. 4.

The caring individual attention the canteen provides its customers. The canteen's ability to perform the promised service dependably and accurately 3. 5.Calculation of Weighted SERVQUAL Scores SERVQUAL Questionnaire 3 . The canteen’s willingness to help customers and provide prompt service.SERVQUAL Importance Weights Listed below are the five sets of features pertaining to college canteens and the services they offer. Make sure the points add up to 100. personnel and serving materials. Please allocate 100 points among the five sets of features according to how important it is to you. Total: Table 2 . 2. Features 1. The appearance of the college canteens’ physical Points facilities. The knowledge and courtesy of the canteen's employees and their ability to convey trust and confidence. 4. equipment. We would like to know how much each of these sets of features is important to the customer.SERVQUAL Importance Weights 100 SERVQUAL Dimension Tangibility Reliability Responsiveness Assurance Empathy Score from Table 1 Weighting from Table 2 Weighted Score Average Weighted score: Table 3 .

Appendix A – the SERVQUAL Questionnaire SERVQUAL Questionnaire 4 .

5. it does. Employees of excellent canteens will tell customers exactly when services will be performed. 9. The first section asks you to rank all college canteens according to your expectations i. What we are interested in here is a number that best shows you expectations about organisations offering canteen services. Excellent canteens will have modern looking equipment. 8. 11. The physical facilities at excellent canteens will be Score visually appealing. Excellent canteens will insist on error free service provisioning. 7.. 6. The second section asks you to rank WCAS canteen according to your experiences and perceptions. 3.) will be visually appealing at an excellent canteen.The Survey The questionnaire below is in two sections. Materials associated with the service (such as crockery items or packing materials used etc. When a customer has a problem concerning food quality or hygiene etc. Excellent canteens will perform the service right the first time. Expectations This section of the survey deals with your opinions of college canteens. 2. 10. 4. Employees at excellent canteens will be neat in their appearance. Employees of excellent canteens will give prompt service to customers. excellent canteens will show a sincere interest in solving it. SERVQUAL Questionnaire 5 . You should rank each statement as follows: Strongly Disagree 1 2 3 4 5 6 Strongly Agree 7 Statement 1. Please show the extent to which you think a canteen should posses the following features. When an excellent canteen promises to do something by a certain time. what you expect all college canteens to provide. Excellent canteens will provide the service at the time they promise to do so.e.

cost etc. Employees of excellent canteens will never be too busy to respond to customers' requests.Statement 12. Employees of excellent canteens will always be willing Score to help customers. 22. The behaviour of employees in excellent canteens will instil confidence in customers 15. 19. 20. 18. Excellent canteens will have operating hours convenient to all their customers. SERVQUAL Questionnaire 6 . The management of excellent canteens will understand the specific needs of their customers in terms of quality and price of service offerings. 13. Employees of excellent canteens will have the knowledge to answer customers' questions related to menu. 16. Employees of excellent canteens will be consistently courteous with customers. 17. ingredients. Excellent canteens will have their customers' best interest at heart. Excellent canteens will give customers individual attention. Excellent canteens will have employees who give customers personal service. 21. Customers of excellent canteens will feel safe in terms of hygienic food quality offered. 14.

6. When the canteen people promise to do something by a certain time. WCAS canteen has modern looking equipment.Perceptions The following statements relate to your feelings about the services rendered by WCAS canteen. we are interested in a number from 1 to 7 that shows your perceptions about the canteen and its service offerings. SERVQUAL Questionnaire 7 . 8. Materials associated with the service (such as crockery Score items or packing materials used etc. 7.) are visually appealing at the canteen. Here. the canteen management shows a sincere interest in solving it. 14. 2. Employees in the canteen tell you exactly when the required services will be performed. 11. Employees in the canteen are never too busy to respond to your request. 10. The canteen’s physical features are visually appealing. 13. The canteen staff insists on error free service provisioning. When you have a problem concerning food quality or hygiene etc. The canteen staff performs the service right the first time. Please show the extent to which you believe this canteen has the feature described in the statement. The behaviour of employees in the canteen instils confidence in you. 3. You should rank each statement as follows: Strongly Disagree 1 2 3 4 5 6 Strongly Agree 7 Statement 1. Employees in the canteen are always willing to help you. The canteen provides its service at the time it promises to do so. they do so. 4. The canteen's employees are neat appearing. 12. 5. Employees in the canteen give you prompt service. 9.

Statement 15. The canteen has operating hours convenient to all its customers. ingredients. The canteen has your best interests at heart. You feel safe in terms of hygienic food quality offered at Score canteen. 16. Employees in the canteen are consistently courteous with you. Employees in the canteen have the knowledge to answer your questions related to menu. The canteen staff gives you individual attention. 18. SERVQUAL Questionnaire 8 . 19. The canteen staff and management understands your specific needs in terms of quality and price of service offerings. 20. 21. cost etc.. 17. The canteen has employees who give you personal attention. 22.

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