Measures of Dispersion and Variability: Range, QD, AD and SD
Service quality for attendees
1. Service Quality
The Module Details Gaps in
Service Quality. The Concept of
'Moments of Truth' Is Explored
sunil kumar
2. Definition of Gap Analysis
Formal means to identify and correct
gaps between desired levels and
actual levels of performance
Used by organizations to analyze
certain processes of any division of
their company
sunil kumar
3. SERVQUAL
A gap analysis research
instrument
Created by Parasuraman,
Zeithamel, and Berry
Introduced in 1988
sunil kumar
4. SERVQUAL Model Gaps
Gap 1
The difference between actual customer
expectations and management’s idea or
perception of customer expectations
E x p e c t e d
S e r v ic e
M a n a g e m e n t
P e r c e p t io n s
o f C u s t o m e r
E x p e c t a t i o n s
sunil kumar
5. SERVQUAL Model Gaps
Gap 2
Mismatch between manager’s
expectations of service quality and
service quality specifications
M a n a g e m e n t
P e r c e p t i o n s
o f C u s t o m e r
E x p e c t a t i o n s
S e r v i c e
Q u a l i t y
S p e c i f ic a t i o n s
sunil kumar
6. SERVQUAL Model Gaps
Gap 3
Poor delivery of service quality
S e r v i c e
Q u a l i t y
S p e c i f ic a t i o n s
S e r v i c e
D e l i v e r y
sunil kumar
7. SERVQUAL Model Gaps
Gap 4
Differences between service delivery and
external communication with customer
S e r v i c e
D e l i v e r y
E x t e r n a l
C o m m u n i c a t io n s
t o C u s t o m e r s
sunil kumar
8. SERVQUAL Model Gaps
Gap 5
Differences between expected and
perceived quality
E x p e c t e d
S e r v i c e
P e r c e i v e d
S e r v i c e
sunil kumar
10. SERVQUAL Model Gaps
Gap 1
The difference between actual
customer expectations and
management’s idea or
perception of customer
expectations
Marketing Research
Upward Communication
Number of Levels of
Management
sunil kumar
11. SERVQUAL Model Gaps
Gap 2
Mismatch between manager’s
expectations of service
quality and service quality
specifications
Management’s commitment to service quality
Goal Setting
Task Standardization
Perception of Feasibility
sunil kumar
12. SERVQUAL Model Gaps
Gap 3
Poor delivery of service
quality
Teamwork
Employee Job Fit
Technology Job Fit
Perceived Control
Supervisory control
systems
Role
ConflictRole
ambiguity
sunil kumar
13. SERVQUAL Model Gaps
Gap 4
Differences between service
delivery and external
communication with
customer
Horizontal
Communication
Propensity to Over
promise
sunil kumar
14. SERVQUAL Model Gaps
Gap 5
Differences between
Expected and Perceived
Quality
Expected Service
Explicit Service
Promises
Implicit Service
Promises
Word – of – Mouth
Past Experiences
sunil kumar
17. Moments of Truth
Jan Carlzon (1987)
“any episode when a
customer comes into
contact with any
aspect of the
company, however
remote and thereby
has an opportunity to
form an impression.”
sunil kumar
DESINGED BY
Sunil Kumar
Research Scholar/ Food Production Faculty
Institute of Hotel and Tourism Management,
MAHARSHI DAYANAND UNIVERSITY,
ROHTAK
Haryana- 124001 INDIA Ph. No. 09996000499
email: skihm86@yahoo.com , balhara86@gmail.com
linkedin:- in.linkedin.com/in/ihmsunilkumar
facebook: www.facebook.com/ihmsunilkumar
Hinweis der Redaktion
Gaps are indicators of corrective action and improvements
In manufacturing, it could be difference between desired and existing conformance levels
The marketing research team of Parasuraman, Zeithamel, and Berry created this service quality measuring tool in 1988
Has been used in a wide range of studies including fields such as health care, banking, appliance repair, and many other professions
Five Gaps include
Customer expectations vs. managerial perceptions
Manager’s expectations of quality vs. quality specs
Communication with customer at point of service or sale
Service delivery vs. communication
Perceived services vs. expected services
SERVQUAL is not a measurement to compare and rank separate companies but only to provide a measure for managers to determine actions needed in their own services
Managers and employees have a very internal process-oriented view of their business, it is tough to break this view and to see things the way the customer does
This gap of the SERVQUAL Model can help management with customer service
To implement a system to improve this gap, management must first understand exactly what the customer wants
If this understanding is not present, it will be impossible for management to know whether their expectations are aligned with customer specifications.
Once the specifications from gap 2 are aligned the next step is to deliver these services in a perfect manner
Quality of delivery must be perfected during the interaction with the customer
The employees that are responsible for these actions are referred to as contact personnel
Some reasons for a lack of quality include poor training, communication, and preparation
Customers are influenced by what what they hear and see about a company’s service
Word-of-mouth publicity and advertising are main outlets which customers open their opinions to
The difference between what a customer hears about a company’s service and what is actually delivered is represented by gap 4
This gap can lead to dangerously negative customer perceptions
This gap is directly related to everyone’s perception of service quality
Customers expect certain things from certain companies
When someone goes into a McDonalds to order their favorite meal – a Big Mac, they are expecting exactly what they are accustomed to getting (a quick, no hassle, tasty big burger with all the works). If it takes 15 minutes to get a Big Mac that doesn’t even have the famous special sauce on it the customer’s perceived service of McDonalds is going to plummet.
If gaps 1 through 4 are closed to a minimum then gap 5 should follow, if there are any gaps left in steps 1 through 4 the perceived customer service quality will be negatively affected
The way to make sure these gaps are closed is through thorough systems design, precise communication with customers, and a well-trained workforce.
Extent, nature and quality of marketing research
Though managers may not have a firm grasp Research suggests that customer contact personnel can accurately predict customer expectations and perceptions of service.
Layers of management inhibit communication and understanding because they place barriers between those who know and those who want to!
Management’s commitment here is long term adherence to service quality. Sometimes mgt moves into action due to complaints etc and then once they reduce in number they move on…sometimes short term goals take precedence.
Establish formal goals relating to service quality… “
Task standardization… add technology, improvement in work methods..a combination of both
Perceived Control ..extent to which employees feel they are in control
Supervisory control systems…extent to which employees are evaluated on their behaviors rather then solely on the results
Horizontal refers to communication within and between departments
“no Surprises” concept
Explicit Service Promises --- advertising, personal selling, contracts, other communication
Implicit Service Promises--- tangibles, price
Word – of – Mouth – personal, experts
Past Experiences
A moment of truth starts from the advertising and is on till the customer comes back.