REVIEWER IN QUALS

Theories related to Service Quality

Theory

➢ According to Dubin (1978), a theory is a systematic and formalized expression of

all previous observations
➢ Bacharach (1989), a systematic articulation of the connections that are proposed
to exist among or between variables that may predict a certain phenomenon
Theories related to Service Quality

Service
Quality

Expectancy - Equity
Theory of Disconfrontation Social Exchange
Planned Behavior Theory Theory Theory

Expectancy Attribution Service -

Theory Theory Dominant Logic
Theory of Planned Behavior

➢ Icek Ajzen, 1985

➢ An individual's behavior is driven by their behavioral intentions, which are
influenced by their attitudes towards the behavior, the subjective norms
surrounding it, and their perceived control over the behavior

Expectancy Theory
➢ Victor Vroom, 1964
➢ A motivation theory that explains how individuals make decisions based on the
expected outcomes of their actions
Expectancy – Disconfirmation Theory

➢ Richard L. Oliver, 1977

➢ Suggests that customer satisfaction (perceived service quality) is determined by the
difference (or "disconfirmation") between expected service and perceived service
performance.
➢ Meet/ Exceed Expectations – satisfied
➢ Short from the expected experience – dissatisfied

Equity Theory

➢ John Stacey Adam, 1963

➢ Theory speculates that customers perceive service quality based on the fairness of
the exchange
Attribution Theory

➢ Fritz Heider, 1958

➢ Bernard Weiner, 1978
➢ Theory posits that customers assign causes to events and behaviors, which
influences their perception of service quality
➢ Useful in the service recovery

Social Exchange Theory

➢ George Homans, 1958

➢ The theory suggests that customers evaluate the quality of service based on the
perceived benefits and costs of the interaction
Service-Dominant Logic

➢ Robert F. Vargo and Stephen L. Lusch, 2004

➢ Emphasizing that value is co-created by the provider and the customer through
service interactions.

Common Frameworks / Models of Service Quality

Author/s Year Framework/ Model Constructs/

Variables
Parasuraman et. 1985 SERVQUAL Tangibles,
al Reliability,
Responsiveness,
Assurance, and
Empathy
Cronin & Taylor 1991 SERVPERF Tangibles,
Reliability,
Responsiveness,
Assurance, and
Empathy
Gronroos 1984 Grönroos's Service Technical Quality,
Quality Functional Quality =
Image
Parasuraman et. 1985 Gap Model of Service 5 Gaps: Knowledge,
al. Quality Policy, Delivery,
Communication,
Perception
 Kano 1984 Kano Model Basic,
performance,
excitement needs
Steven, et al. 1995 DINESERV Food, service,
atmosphere, price
Martilla & James 1977 ImportancePerformance Importance and
Analysis Performance of
service attribute
Zeithaml, et al. 2002 E-SERVQUAL Efficiency,
Reliability,
Fulfillment, Privacy,
Responsiveness,
Compensation, and
Contact.
Loiacono et al. 2002 WEBQUAL Information Quality,
Interaction Quality,
and Usability
Nadiri et al. 2008 AIRQUAL Tangibles,
Reliability,
Responsiveness,
Assurance, and
Empathy
Getty & Getty 2003 Lodging Quality Index Room Quality,
Service Quality,
Value, Security, and
Common Areas
Bitner 1992 Servicescape Ambient
conditions, spatial
layout and
functionality, signs,
symbols and
artifacts

Strategies in Service Quality

Approach

➢ Customer-centric
➢ Training and Development
➢ Service design and process improvement
➢ Performance Measurement and Management
➢ Digitalization and Innovation Leadership and Culture
Certification/ Evidence

➢ ISO
➢ 9001:2015 – Quality Management System
➢ 20000 – IT Service Management
➢ Lean Six Sigma
➢ Reduce variability and defects
➢ Lean Certification
➢ Improve process to eliminate waste
➢ H.A.C.C.P. Certification
➢ O.S.H.A. Certification

Shigeo Shingo’s Classic 7 Waste

➢ a Japanese industrial engineer who was considered as the world’s leading

expert on manufacturing practices and the Toyota Production System.
➢ Overproduction
➢ Waiting
➢ Transportation
➢ Unnecessary Processing Steps
➢ Stocks
➢ Motions
➢ Defects

SERVICESCAPE

➢ Physical environment
➢ Physical Evidence (7 Ps of Marketing)
➢ The setting
- A place where both service providers and customers interact.
- Bitner & Booms (1992)

- Ambiance has an impact in the guest buying behavior.

Types of Servicescape

➢ Lean
- Straightforward and fewer interactions, elements, and spaces. (e.g.,
restaurants, kiosks, etc.)
➢ Elaborate
- Multiple spaces, elements, and interactions (e.g. hotels, airports, etc.)

Dimensions of Servicescape

➢ Spatial Layout & Functionality

- Arrangements, materials, functions.
➢ Signs, symbols & Artifacts
- Communications
➢ Ambient Conditions
- Background conditions (music, color, smell, lighting etc.)

Elements of Servicescape

Exterior Interior Others

Landscape Music Brochures
Exterior Design Layout Employees Uniform
Surrounding Environment Equipment Web Page

Parking Air quality Stationary

Signage Interior Design Business Cards

Roles of Servicescape

➢ Facilitator
➢ Socializer
➢ Package
➢ Differentiator

Facilitator

➢ Creates pleasure that helps people be more productive, at peace, and comfortable
Socializer

➢ It helps to depict the expected behavior and roles for both employees and
customers

Package

➢ Convey an image through its appearance

Differentiator

➢ It separates from the other competitors

SERVICE STAFFING

Human Resource Management

➢ A department that focuses on organizing, recruiting, and managing employees to

carry out the goals of the company.

Functions of HRM

➢ Planning
➢ Hiring
➢ Compensation
➢ Service Evaluation
➢ Rewards and Promotion
➢ Managing Relations
➢ Training and Development
Staffing

➢ The process of filling up with qualified and eligible candidates for a specific position.

Purpose of Staffing

➢ Assigning the right person to the right position

➢ Supply enough staff
➢ Separate the functions
➢ Increase job satisfaction and minimize burn-out & turnover
➢ Provide cost-effective work

3 Aspects of Staffing

➢ Recruitment
➢ Selection
➢ Training and Development

Recruitment

➢ Process of searching for prospective employees

- In consideration of the ff:
- Organizational structure
- Job specifications
- Qualifications
- Job descriptions
- Roles

Sources of Applicants

➢ Internal
➢ External
- Employee Referrals
- Walk-ins
- Transfers within the company
- Advertising
- Colleges and University
- Government–sponsored employment services
- Web Application
Process of Recruitment and Selection

➢ Application
- Resume & Application letter
➢ Initial Interview
➢ Pre-employment test (aptitude, intelligence, personality & interest)
➢ Final Interview

Process of Recruitment and Selection

➢ Background Check
➢ Selection/ Offer
➢ Acceptance
➢ Medical Examination
➢ Contract of Employment

Placement

Indoctrination

➢ Orientation of work
➢ Formally introduce to the workplace
➢ Adjustment of the employee and to the work environment

Purpose of Indoctrination

➢ Set expectations
➢ Educate the employee about the success of the position
➢ Educate about the institutions’ policies and guidelines
➢ Employees’ handbook
➢ Set the sense of belongingness
➢ Assign to mentors

Roles of Mentors

➢ Model
➢ A coach
➢ A true critic
➢ Investor
➢ Counselor
➢ Opportunity-opener
Training and Development

Training

➢ A process of enhancing the job knowledge and aptitude for the employees to
perform well.

Development

➢ An overall growth of the employees.

➢ Improving the capabilities for future tasks and scope

Training Development

Benefits of T&D

➢ Increase in productivity
➢ More efficient and reduce accidents
➢ Increase in morale and satisfaction
➢ Lessen employee's turnover

Training Methods

➢ On the Job training

- Apprenticeship
- Coaching Internship
- Job rotation
➢ Off the Job Training
- Classroom and Conference
- Films
- Case study
- Vestibule Training