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Understanding Service Quality Gaps

The document discusses service quality and models for measuring it. It describes the GAP model, which identifies five gaps that can cause unsuccessful service delivery if not managed. It then explains the SERVQUAL scale developed by Parasuraman, Zeithaml and Berry to measure service quality as the difference between customer expectations and perceptions of service received. The SERVQUAL scale assesses service quality across five dimensions: reliability, assurance, tangibles, empathy and responsiveness. It provides examples of items used to measure each dimension.

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Shashwat Shrivastava
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143 views14 pages

Understanding Service Quality Gaps

The document discusses service quality and models for measuring it. It describes the GAP model, which identifies five gaps that can cause unsuccessful service delivery if not managed. It then explains the SERVQUAL scale developed by Parasuraman, Zeithaml and Berry to measure service quality as the difference between customer expectations and perceptions of service received. The SERVQUAL scale assesses service quality across five dimensions: reliability, assurance, tangibles, empathy and responsiveness. It provides examples of items used to measure each dimension.

Uploaded by

Shashwat Shrivastava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Service Quality

By: Dr. Tejas Shah, Institute of Management, Nirma University


By: Dr. Tejas Shah, Institute of Management, Nirma University
Service-Quality (GAP) Model

By: Dr. Tejas Shah, Institute of Management, Nirma University


Gaps that Cause Unsuccessful Service Delivery
• Knowledge Gap: Gap between consumer expectation and management
perception

• Policy Gap: Gap between management perception and service-quality


specifications

• Delivery Gap: Gap between service-quality specifications and service


delivery

• Communication Gap: Gap between service delivery and external


communications

• Service Quality Gap: Gap between perceived service and expected service
By: Dr. Tejas Shah, Institute of Management, Nirma University
SERVICE QUALITY
• Parasuraman, Zeithaml and Berry (1985, 1988) posited and
operationalized service quality as a difference between consumer
expectations of ‘what they want’ and their perceptions of ‘what they
get.’

• Based on this conceptualization and operationalization, they


proposed a service quality measurement scale called ‘SERVQUAL.’

• The SERVQUAL scale constitutes an important landmark in the service


quality literature and has been extensively applied in different service
settings.
By: Dr. Tejas Shah, Institute of Management, Nirma University
SERVQUAL Scale

By: Dr. Tejas Shah, Institute of Management, Nirma University


By: Dr. Tejas Shah, Institute of Management, Nirma University
SERVPERF Measure (Cronin and Taylor, 1992)

By: Dr. Tejas Shah, Institute of Management, Nirma University


SERVQUAL Scale
• RELIABILITY-Ability to perform the promised service dependably and
accurately

• ASSURANCE-Knowledge and courtesy of employees and their ability to


convey trust and confidence

• TANGIBLES-Appearance of physical facilities, equipment, personnel, and


communication materials

• EMPATHY-Caring, individualized attention the firm provides its customers

• RESPONSIVENESS-Willingness to help customers and provide prompt


service
By: Dr. Tejas Shah, Institute of Management, Nirma University
SERVQUAL Scale
Reliability

• Providing services as promised.

• Dependability in handling customers' service performed.

• Performing the services right the first time.

• Providing services at the promised time.

• Maintaining error-free records.


By: Dr. Tejas Shah, Institute of Management, Nirma University
SERVQUAL Scale
Assurance

• Employees who instil confidence in customers.

• Making customers feel safe in their transaction.

• Employees who are consistently courteous.

• Knowledgeable employee to answer customer questions.

By: Dr. Tejas Shah, Institute of Management, Nirma University


SERVQUAL Scale
Tangibles

• Modern equipment.

• Visually appealing facilities.

• Employees who have a neat, professional appearance.

• Visually appealing materials associated with the service

By: Dr. Tejas Shah, Institute of Management, Nirma University


SERVQUAL Scale
Empathy

• Giving customers individual attention.

• Employees who deal with customers in a caring fashion.

• Having the customer's best interest at heart.

• Employees who understand the needs of their customers.

• Convenient business hours.


By: Dr. Tejas Shah, Institute of Management, Nirma University
SERVQUAL Scale
Responsiveness

• Keeping customers informed about when services will be performed.

• Prompt service to customers.

• Willing to help customers.

• Readiness to respond to customers' requests.

By: Dr. Tejas Shah, Institute of Management, Nirma University

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