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Service Quality Insights

The document discusses service quality and its measurement. It defines service quality as a customer's assessment of how well a service meets their expectations. Service quality is judged based on outcome, interaction, and physical environment quality. It then describes the five widely used dimensions of service quality - reliability, assurance, tangibles, empathy, and responsiveness. Examples of attributes are also provided for each dimension. Finally, it briefly outlines some common models for measuring service quality, including SERVQUAL which involves surveying customers on 21 attributes across the five key dimensions.

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Phaniraj Lenkalapally
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23 views6 pages

Service Quality Insights

The document discusses service quality and its measurement. It defines service quality as a customer's assessment of how well a service meets their expectations. Service quality is judged based on outcome, interaction, and physical environment quality. It then describes the five widely used dimensions of service quality - reliability, assurance, tangibles, empathy, and responsiveness. Examples of attributes are also provided for each dimension. Finally, it briefly outlines some common models for measuring service quality, including SERVQUAL which involves surveying customers on 21 attributes across the five key dimensions.

Uploaded by

Phaniraj Lenkalapally
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Service Quality

• The customer’s judgment of overall


excellence of the service provided
in relation to the quality that was
expected.
• Service quality assessments are
formed on judgments of:
– outcome quality
– interaction quality
– physical environment quality
The Five Dimensions of
Service Quality
Reliability  Ability to perform the promised service
dependably and accurately.

 Knowledge and courtesy of employees


Assurance and their ability to inspire trust and
confidence.

 Physical facilities, equipment, and


Tangibles appearance of personnel.

 Caring, individualized attention the firm


provides its customers.
Empathy 

 Willingness to help customers and


provide prompt service.
Responsiveness
SERVQUAL Attributes
RELIABILITY EMPATHY
■Providing service as promised ■Giving customers individual attention
■Dependability in handling ■Employees who deal with customers in a
custo mers ’ service problems caring fashion
■Performing services right the ■Having the customer ’ s best interest at
first time heart
■Providing services at the promised ■Employees who understand the needs of
time their customers
■Maintaining error - free records ■Convenient business hours

RESPONSIVENESS
■Keeping customers informed as to TANGIBLES
when services w ill be performed ■Modern equipment
■Prompt service to customers ■Visually appealing facilities
■Willingness to help customers ■Employees who have a neat ,
■Readiness to respond to professional appearance
custo mers ’ requests ■Visually appealing materials
associated with the service

ASSURANCE
■Employees who instill confidence in
custo mers
■Making customers feel safe in their
trans actions
■Employees who are consistently
court eous
■Employees who have the knowledge to
Exercise to
Identify Service Attributes
In groups of five, choose a services industry and spend 10 minutes
brainstorming specific requirements of customers in each of the
five service quality dimensions. Be certain the requirements
reflect the customer ’ s point of view .

Reliability :

Assurance :

Tangibles :

Empathy :

Responsivenes
s:
Services quality measurement-
models
T h e re a re m a n y m e th o d s/ m o d e ls to
m e a su re / a sse ss se rvice q u a lity

[Link]
[Link] Calls/Post Transaction Surveys
[Link] Expectation Meetings and Reviews
4. Process Checkpoint Evaluations
5. Market Oriented Ethnography
6. Mystery Shopping
7. Customer Panels
8. Lost Customer Research
[Link] Expectations Research
SERVQUAL
SERVQUAL scale involves a survey containing 21 service attributes
grouped into five service quality dimensions viz.,
Reliability, Assurance, Tangibles, Empathy & Responsiveness

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