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MKT 407 Slide 08

This document discusses service quality and the SERVQUAL model for measuring it. It defines service quality as an elusive concept that is difficult to define but relates to a customer's overall evaluation of a firm's performance. Service quality is viewed from the customer's perspective as a high standard of performance that meets or exceeds their expectations. The document outlines four gaps in service quality: 1) between management perceptions and customer expectations, 2) between management perceptions and quality specifications, 3) between quality specifications and actual delivery, and 4) between actual delivery and external communications. It describes factors that influence the delivery gap and notes the SERVQUAL model measures service quality.

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Faysal Ahmed
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22 views7 pages

MKT 407 Slide 08

This document discusses service quality and the SERVQUAL model for measuring it. It defines service quality as an elusive concept that is difficult to define but relates to a customer's overall evaluation of a firm's performance. Service quality is viewed from the customer's perspective as a high standard of performance that meets or exceeds their expectations. The document outlines four gaps in service quality: 1) between management perceptions and customer expectations, 2) between management perceptions and quality specifications, 3) between quality specifications and actual delivery, and 4) between actual delivery and external communications. It describes factors that influence the delivery gap and notes the SERVQUAL model measures service quality.

Uploaded by

Faysal Ahmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Slide 08

Services Marketing

Service Quality
Quality in service
Service quality - an elusive and abstract
concept that is difficult to define and
measure.

Service quality - An attitude formed by a


long-term, overall evaluation of a firm’s
performance.

From the user’s perspective : Service quality


is a high standard of performance that
consistently meets or exceeds customer
expectations.

Quality in service
1. Consumer perceptions of the service quality
Customer satisfaction and service of a firm with no prior experience is based on
quality are intertwined. However, the consumer’s expectations.
the relationship between these
two concepts is unclear. 2. Subsequent encounters with the firm lead
the consumer through the disconfirmation
process, and revised perceptions of service
quality are formed.
Satisfaction assists consumers in
revising service quality 3. Each additional encounter with the firm
perceptions: further revises or reinforces service quality
perceptions.

4. In turn, revised service quality perceptions


modify future consumer purchase intentions
toward the firm.
Quality Perspectives between Goods and Services

Gaps in Service Quality


The distance between a
customer's expectation of a
service and perception of the
service actually delivered.

Conceptual Model of Service Quality:

Source: Adapted from Parasuraman et al., 1985)


Gaps in Service Quality
The distance between a
customer's expectation of a
service and perception of the
service actually delivered.

Conceptual Model of Service Quality:

Source: Adapted from Parasuraman et al., 1985)

Gaps in Service Quality


Gap 1: The knowledge gap

The difference between what


consumers do expect of a service and
what management perceives that
consumers expect.

Closing this gap requires detailed


knowledge of what customers desire,
and then building that response into
the service operating system.
Gaps in Service Quality
Gap 2: The Standards Gap

The difference between what


management perceives that
consumers expect and the quality
specifications set for service delivery.

Detailed standards can be written


for: (1) the way the system should
operate and (2) the behavior of
contact personnel at each point in
the system

Gaps in Service Quality

Gap 3: The Delivery Gap

The difference between the quality


standards set for service delivery and
the actual quality of service delivery.

Depends on both the willingness and


the ability of employees to provide
the service according to specification.
Gaps in Service Quality

Factors Influencing the Delivery


Gap:
• Willingness to perform
• Employee-job fit
• Role conflict
• Role ambiguity
• Dispersion of control
• Inadequate support

Gaps in Service Quality

Gap 4: The Communications Gap

The difference between the actual quality


of service delivered and the quality of
service described in the firm’s external
communications.

When the communications gap is wide,


the firm has broken its promises, resulting
in a lack of future customer trust.
Measuring Service Quality: The SERVQUAL model

Have a read and bring your


queries in next class . . .

Thank you

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