SERVQUAL MODEL

Submitted by – Ridhsimar Kaur

Submitted to – Dr Rajneesh Mehra
 Introduction
■ Service quality is an approach to manage business
processes in order to ensure full satisfaction of the
customers & quality inservice provided. It works as an
antecedent of customer satisfaction.
■ If expectations are greater than performance, then
perceived quality is less than satisfactory and hence
customer dissatisfaction occurs.
■ SERVQUAL is a service quality framework,
developed in the eighties by Zeithaml, Parasuraman &
Berry, aiming at measuring the scale of Quality in the
service sectors.
■ SERVQUAL was originally measured on 10 aspects of
service quality: reliability, responsiveness, competence,
access, courtesy, communication, credibility, security,
understanding the customer and tangibles, to measure
the gap between customer expectationsand experience.
SERVQUAL as a Measuring Tool

■ In 1988 the 10 components were collapsed into five

dimensions(RATER). Reliability, tangibles and
responsiveness remained distinct but the remaining
seven components collapsed into two aggregate
dimensions , assurance and empathy.
■ Parasuraman et al. developed a 22-scale instrument
with which to measure customers' expectations and
perceptions (E and P) of the fiveRATER
dimensions. Four or five numbered items are used
to measure each dimension.
■ The instrument is administered twice in different
forms, first to measure expectations and second to
measure perceptions.
The Key Service
Dimensions
■ The five SERVQUAL dimensions are: R-A-T-E-
R:

■ 1. RESPONSIVENESS - Willingness to help

customers and provide prompt service

■ 2. ASSURANCE - Knowledge and courtesy of

employees and their ability to convey trust and
confidence

■ 3. TANGIBLES -
equipment,materialsAppearance of physical
facilities, personnel & communication

■ 4. EMPATHY - Caring, individualized attention

the firm provides its customers

■ 5. RELIABILITY - Ability to perform the

promised service dependably and accurately
The Servqual gaps
■ THE SURVEY WAS CONDUCTED ON 50
RESPONDENTS WHO VISIT MCDONALD’S .THE
DATA WAS COLLECTED UNDER THE SERVQUAL
SURVEY.
■ ASSURANCE AND TANGIBILITY WERE TWO
MAIN ELEMENTS AMONG THE OTHER
PARAMETERS OF THIS SERVQUAL SURVEY.
■ EACH PARAMETER HAD QUESTIONS RELATED
TO EXPECTATIONS AND PERCEPTIONS RELATED
TO MCDONALD’S.
• Tangibility
Assurance
GAP - SQ = P – E
Expectations = 32.44067797
Perception = 31.50847458, GAP = 0.9322034