Services Marketing

SESSION 6
 Evaluating Service Quality 2

 Difficult than goods?

 Performance vs. Expectations
 Both Outcome and Process
 Many ways to look at –
Technical and Functional Quality
Physical; Corporate & Interactive Quality
The Gap Model – Gap 1 3

Customer
Expectations

Listening Gap

Company
Perceptions of
Customer
Expectations
 Gap 2 4

Translation of
Perceptions into Service
Standards
Service Design &
Standards Gap

Company Perceptions of
Customer Expectations
 5
Gap 3

Service Delivery

Service Performance
Gap

Translation of
Perceptions into Service
Standards
 6
Gap 4
External Communication
to Customers

Communication Gap

Service Delivery
 7
Gap 5

Customer Expectations

Customer Gap

Customer Perceptions
 The Service Quality Model 8

 Gap 5 = Fn (Gaps 1, 2, 3 and 4)

 Factors affecting Customer Expectations (E) –
Service Quality Factors affect both E and Customer
Perceptions (P)
 (E – P) = Perceived Quality
 10 dimensions – 97 items (start-point)
 Scale development process
 SERVQUAL 9

 Final – 5 dimensions and 22 items

 The dimensions
 Tangibles
 Reliability
 Responsiveness
 Assurance
 Empathy
How to demonstrate the Service Quality 10

 Reliability– consistency and dependability of service

performance
 Responsiveness – How readily the employees provide
service
 Assurance – Knowledge and competence of the
employees
 Empathy – Individual attention and effort to understand
particular needs
 Tangibles – Everything physical company needs to
perform the service