Service Quality

Service quality can be defined according to both the what

and how a product or service is delivered.

Gronroos distinguishes between "technical quality” and

“functional quality”.
 Definitions of Service Quality
■ Technical Quality is concerned with the outcome of
the delivered product or service. Customers use
service quality attributes such as reliability,
competence, performance, durability, etc. to evaluate
technical quality.

■Functional Quality has more to do with how the

technical quality is transferred to the consumer. Service
quality attributes such as responsiveness and access
would be important in helping the customer judge the
functional quality of the service encounter.
 Indira
Gandhi International Airport named world's sec
ond best airport for service quality

 NEW DELHI: For the third year in a row, Indira Gandhi

International Airport here has been adjudged the second best
airport in the world for its service quality among the airports
handling 25-40 million passengers per annum (MPPA). Mumbai's
Chhatrapati Shivaji International Airport was placed at the fifth
position in this category by the Airport Council International (ACI).
ACI is a global body of airports which represents their...
 TRAI seeks public views on relaxing service
quality norms

 NEW DELHI: Telecom regulator TRAI has sought public

opinion on relaxing fixed line and mobile phone service
quality norms on issues like fault repair, false billing,
response from customer care and other consumer
grievances. Telecom Regulatory Authority of India (TRAI) can
impose a penalty up to Rs 10 lakh per violation if a telecom
operator fails to meet quality of service (QoS) standards laid
down by it for fixed lines and mobile phones. In their
feedback to TRAI,...
 Bharti Airtel
does a ‘quality’ check to beat competition blue
s

 NEW DELHI: Vice-president at Bharti Airtel-owned retail stores segment,

was at an outlet that sells SIM cards and other services. Dressed in a red
Airtel T-shirt as trainees do, he spoke to customers and realised one of
the most common problems — they dislike the 24-hour wait to get new
connections activated. For the 38-year-old executive, who has been with
India's largest mobile phone operator for two years, it was a...
 Mapping Service Quality
 Parasuraman and his colleagues found that service
quality is a measure between service perceptions as
well as expectations

 should offer (E ) (desires or wants) versus their

perception of what the service firm actually does offer
(P)
 Ensuring good service quality involves meeting or
exceeding consumers’ expectations
 Measuring service quality
( Parasuraman, Zeithaml & Berry)

Reliability
Reliability

Responsiveness
Responsiveness

Service
Service
Assurance
Assurance
Quality
Quality
Empathy
Empathy

Tangibles
Tangibles
How do you measure up?
 More reflection…
For the examples you have thought of, rate your library
and information service on a scale of 0-10, where 0 is
not meeting the determinant at all and 10 is meeting it
fully.
 Activity
 What do the five dimensions of service quality mean in
the context of :

(a) Car Repair

 Reliability Responsiveness Assurance Empathy Tangible

           
         
Problem fixed Accessible , no Knowledgeable Acknowledges Repair
first time and waiting , mechanics me by name , facility,
CAR
ready when responds to remembers waiting
REPAIR
promised requests previous area,
problems & uniforms ,
preferences equipment
 Activity
 What do the five dimensions of service quality mean in
the context of :

(a) Car Repair

(b) Airline

(c) Medical care

How Customers Judge the Five
Dimensions of Service Quality
Servqual Model Application

 SERVQUAL is a multi-dimensional research

instrument, designed to capture consumer
expectations and perceptions of a service along
the five dimensions that are believed to represent
service quality.
 Perception -Expectation (P-E)
 P= Actuality does offer
 E = Should offer
Dimension Statement Expectation Perception Gap Score(P-E) Average for
Score Score Dimension
Tangibles 1        
  2        
  3        
  4        
Reliability 5        
  6        
  7        
  8        
  9        
Responsiveness 10        
  11        
  12        
  13        
Assurance 14        
  15        
  16        
  17        
Empathy 18        
  19        
  20        
  21        
  22        
           
Unweighted Average SERVQUAL score:  
Features Points
1. The appearance of the banks physical facilities, equipment,  
personnel and communication materials.

2. The bank's ability to perform the promised service dependably  

and accurately

3. The banks willingness to help customers and provide prompt  

service.

4. The knowledge and courtesy of the bank's employees and  

their ability to convey trust and confidence.

5. The caring individual attention the bank provides its  

customers.

Total: 100
 SERVQUAL Dimension Score from Weighting Weighted
Table 1 from Table 2 Score

1. The appearance of the banks physical

facilities, equipment, personnel and
communication materials./ Tangibility
   
2. The bank's ability to perform the promised
service dependably and accurately/ Reliability
   
3. The banks willingness to help customers and
provide prompt service./ Responsiveness
   
4. The knowledge and courtesy of the bank's
employees and their ability to convey trust and
confidence./ Assurance
   
5. The caring individual attention the bank
provides its customers./ Empathy
   

Average Weighted score:

Wishmode

 Reading for next class – Putting

customers in a wishmode