SERVQUAL and Gaps Model in Service Quality

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SERVQUAL and Gaps Model in Service Quality

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How a ?? should operate.From ??

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The Ten CommandmentsExodus 202-17

• 1. I am the LORD thy God, which have brought thee
  out of the land of Egypt, out of the house of
  bondage. Thou shalt have no other gods before
  Me.
• 2. Thou shalt not make unto thee any graven
  image, or any likeness of any thing that is in
  heaven above, or that is in the Earth beneath, or
  that is in the water under the Earth. Thou shalt
  not bow down thyself to them, nor serve them for
  I the LORD thy God am a jealous God, visiting the
  iniquity of the fathers upon the children unto
  the third and fourth generation of them that hate
  Me and shewing mercy unto thousands of them that
  love Me, and keep My Commandments.
• 3. Thou shalt not take the Name of the LORD thy
  God in vain for the LORD will not hold him
  guiltless that taketh His Name in vain.
• 4. Remember the Sabbath Day, to keep it holy. Six
  days shalt thou labour, and do all thy work but
  the seventh day is the Sabbath of the LORD thy
  God in it thou shalt not do any work, thou, nor
  thy son, nor thy daughter, thy manservant, nor
  thy maidservant, nor thy cattle, nor thy stranger
  that is within thy gates for in six days the
  LORD made heaven and Earth, the sea, and all that
  in them is, and rested the seventh day wherefore
  the LORD blessed the Sabbath Day, and hallowed
  it.

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The Ten CommandmentsExodus 202-17

• 5. Honour thy father and thy mother that thy
  days may be long upon the land which the LORD thy
  God giveth thee.
• 6. Thou shalt not kill.
• 7. Thou shalt not commit adultery.
• 8. Thou shalt not steal.
• 9. Thou shalt not bear false witness against thy
  neighbor.
• 10. Thou shalt not covet thy neighbour's house,
  thou shalt not covet thy neighbour's wife, nor
  his manservant, nor his maidservant, nor his ox,
  nor his ass, nor anything that is thy
  neighbour's.

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An Example of a Subjective Framework for Defining
and Measuring Service Quality (Fitzsimmons pp.
136-140)

• Content. Courses available in a degree program.
  Course content. Procedure and material used for
  a certain medical/dental procedure.
• Process. Procedures for admission, examination,
  grading.
• Structure. Physical facilities and
  organizational design. Laboratory. Credit
  transfers between units.
• Outcome. Percent of students with professional
  jobs within 1 month. Starting salary. Average
  waiting tine per applicant.
• Impact. Long term effect (e.g., programming
  graduates versus literature graduates).

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Initial Hypothesized Determinants of Service
Quality

• 1. Access 2. Communication
• 3. Competence 4. Courtesy
• 5. Credibility 6. Reliability
• 7. Responsiveness 8. Security
• 9. Tangibles
• 10. Understanding/Knowing the Customer

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Final Dimensions of Service Quality

• (6). Reliability
• (7). Responsiveness
• (9). Tangibles
• Assurance
• Empathy

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Dimensions of Service Quality

• Reliability Perform promised service dependably
  and accurately. Example receive mail at same
  time each day.
• Responsiveness Willingness to help customers
  promptly. Example avoid keeping customers
  waiting for no apparent reason.

• Assurance Ability to convey trust and
  confidence. Example being polite and showing
  respect for customer.
• Empathy Ability to be approachable. Example
  being a good listener.
• Tangibles Physical facilities and facilitating
  goods. Example cleanliness.

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Dimensions of perceived/expected quality

• Initial framework 10 dimensions.
• Step 1 Validation Test. Questionnaire with 97
  questions. 7-point scale (7strongly agree,
  1strongly disagree). Respondents 200 recent
  users recruited from a shopping mall. Users in 5
  service categories retail banking, credit card,
  repair maintenance, long-distance telephone,
  securities brokerage. 40 users per category.

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Dimensions of perceived/expected quality

• Step 2 Reliability test using Cronbachs ?
  reduced 97 questions to 54 questions. Factor
  analysis reduced 10 dimensions to 7. This
  process was repeated. End result A new
  questionnaire with 34 items (questions) covering
  5 dimensions.
• Step 3 Validation Test. Respondents 200 users
  per firm from 4 service firms (retail banking,
  credit card, repair maintenance, long-distance
  telephone). Finally, a questionnaire with 5
  dimensions and 22 items.

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Perceived Service Quality

Word of mouth
Personal needs
Past experience
Service Quality Dimensions Reliability Responsive
ness Assurance Empathy Tangibles
Service Quality Assessment 1. Expectations
exceeded ESltPS (Quality surprise) 2.
Expectations met ESPS (Satisfactory
quality) 3. Expectations not met ESgtPS
(Unacceptable quality)
Expected service
Perceived service
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Another aspect of an objective service quality
framework

• How do the customers assess service quality?
• Postulation Service Quality Satisfaction Score Q
  
• f(perceived quality expected quality).

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Customer Gap

• The Difference between Customer Perceptions
  Expectations

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Provider Gap 1

• Not Knowing What Customers Expect

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Provider Gap 2

• Not Selecting the Right Service Designs
  Standards

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Provider Gap 3

• Not Delivering to Service Standards

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Provider Gap 4

• Not Matching Performance to Promises

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Gaps Model of Service Delivery
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Customer Gap
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 1
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 1
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 2
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 2
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 3
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 3
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 4
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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Key Factors Leading to Provider Gap 4
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner