SERVQUAL  One of the first methods developed to measure service quality  Multi-dimensional scale to capture Multi- customer perceptions and expectations of service quality  Developed by A Parasuraman. V A Zeithaml & L L Berry in 1988 .

SERVQUAL  21 service attributes are covered  Grouped into five service quality dimensions: reliability. responsiveness. empathy and tangibles  7-point Likert Scale used to record feedback from Strongly agree to Strongly disagree . assurance.

two ratings on each attribute are obtained from respondents: their expectations from excellent service providers in the sector and their perception of service delivered by a specific company in that sector  Difference between expectation and perception: quantified measure of service quality .SERVQUAL  Often.

When you have a problem. ABC Company performs the service right the first time 4.SERVQUAL (Perceptions) Reliability dimension 1. it does so 2. ABC Company provides its services at the time it promises to do so 5. When ABC Company promises to do something by a certain time. ABC Company shows a sincere interest in solving it 3. ABC Company keeps customers informed about when the service will be performed .

Employees in ABC Company are always willing to help you 3. Employees in ABC Company are never too busy to respond to your request .SERVQUAL (Perceptions) Responsiveness dimension 1. Employees in ABC Company give you prompt service 2.

The confidence in you 2. Employees with you 4. Employees answer your questions .Employees of ABC Company are consistently courteous 3.SERVQUAL (Perceptions) Assurance dimension 1.Employees of ABC Company have the knowledge to 4.The behaviour of employees of ABC Company instils 1.You 2. You feel safe in your transactions with ABC Company 3.

ABC Company gives you individual attention 2. Employees of ABC Company understand your specific needs . ABC Company has your best interests at heart 4.SERVQUAL (Perceptions) Empathy dimension 1. ABC Company has employees who give you individual attention 3.

SERVQUAL (Perceptions) Tangibles dimension 1. ABC Company has modern looking equipment 2. ABC Company s physical facilities are visually appealing 3. Materials and documents at ABC Company are visually appealing 5. ABC Company s employees appear neat 4. ABC Company has convenient business hours .

from Strongly disagree to Strongly agree .SERVQUAL (Expectations) When customers have a problem. excellent firms will show a sincere interest in solving it 7-point Likert Scale is used.

how would you rate Company A s performance on the following?  Sincere. interested employees  Service delivered right the first time Compared with the level of service your expect from an excellent company. how would you rate Company A on the following service features?  Sincere. interested employees  Service delivered right the first time (7(7-point Likert Scale from Low to High ) .SERVQUAL (Expectations) Referent expectations formats Considering a world class company to be at 7.

SERVQUAL data can be used to:  Determine average gap score between customer perceptions and expectations for each service attribute  Assess service quality along each of the five dimensions  Track customers expectations & perceptions over time  Compare company with competitors  Identify & examine customer segments that differ significantly in their assessments about the company s service performance  Assess internal service quality service rendered by one department to another .

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