A Project Presentation on Service Quality Gap at UIIC by Madhusudan Narayan

1. Presentation
on Service Quality Gap
(using SERVIQUAL Model)
PRESENTED BY: PRESENTED TO:
MADHUSUDAN NARAYAN DR. NEELOUTPAL BANARJEE
ROLL NO: 13/MBA/75 ASSISTANT PROFESSOR
DEPARTMENT OF MANAGEMENT STUDIES
NATIONAL INSTITUTE OF TECHNOLOGY,
DURGAPUR

2. INTRODUCTION TO THE CONCEPT
 Service is an act or performance that one party can offers to another that is
essentially intangible and does not result in transfer of ownership (Philip Kotler
and Others, Marketing Management, 13th Edition, Pearson)
 Service quality can be defined as the difference between customer
expectation for service performance prior to the service encounter and their
perceptions of the service received (Asubonteng et al., 1996).
 The SERVQUAL Approach is most popular model used for evaluation of service
quality developed by (Parasuraman et al., 1985, 1988). This model explains
Customer’s Expectation*** and Customer’s Perception^^ with respect to
service quality.
 Five dimensions as per SERVIQUAL Model.
1. Reliability : The ability to perform promised service dependably and accurately
2. Assurance: the knowledge and courtesy of employees and their ability to convey
trust and confidence
3. Tangibles: The appearance of physical facilities equipment's, personnel and
communication materials.
1. Empathy : The provision of caring, individualized attention to custom.
2. Responsiveness: The willingness to help customers and to provide prompt service
 ***Expectations: What customers are looking for,
 ^^Perception : interpretation of actual service what they actually get.

3. INTRODUCTION TO THE CONCEPT :
CONTINUED…
 Gap 1: Customer expectation-management gap. This gap addresses
the difference between consumers’ expectations and
management’s perceptions of service quality.
 Gap 2: Management perception-service quality specifications gap.
This gap addresses the difference between management’s
perceptions of consumer’s expectations and service quality
specifications (improper service -quality standards.)
 Gap 3: Service quality specification-service delivery gap. This gap
addresses the difference between service quality specifications and
service actually delivered (the service performance gap.)
 Gap 4: Service delivery-external communication gap. This gap
addresses the difference between service delivery and the
communications to consumers about service delivery (Mismatch
between promise and delivery)
 Gap 5: Expected service-perceived service gap. This gap addresses
the difference between consumer’s expectation and perceived
service.

4. SERVICE QUALITY GAP MODEL
 Source:Zeithaml, V.A. & Bitner, M.J. (2001). Services Marketing:
Integrating Customer Focus Across the Firms. Boston: Tata-McGraw Hill.

5. Research Methodology
TITLE OF THE PROJECT
A PROJECT REPORT ON SERVICE QUALITY GAP IN UIIC, DURGAPUR
USING SERVQUAL MODEL)
OBJECTIVES OF STUDY
 To measure and determine the service quality expectations and perception of
customers.
 To determine the gap in respective service quality expectations of customers and
mangers of UIIC.
 To determine the gap in respective service quality perceptions of customers and
mangers of uiic.
 To determine the the difference in service quality expectations and perceptions
across the demographics of customers and mangers
 To give practicable suggestions so that the service quality in UIIC.
DATA COLLECTION SAMPLING TECHNIQUE
 There are several approaches of data collection. The primary sources of data
collection are done through: -
 Observations and Questionnaire

6. Research Methodology: Continued
SAMPLING TECHNIQUE
Sampling Unit: -
 Walk in customers and the company database of high ended
customer.
Sample Size:-
 Sample size for this project was restricted to 50 respondents. Since it
was not possible to cover the whole universe in the available time
period,
Sampling Method:-
 For this research work Non- Probability Convenience Sampling has
been chosen because time limit for the completion of the work is
limited.
 Area of Study - Durgapur, West Bengal
 Duration - 22 February, 2015 to 08 April, 2015

7. Research Methodology: Continued
PLAN OF ANALYSIS
 The data obtained from the structured questionnaire are interpreted
and recorded. The table, Histogram, and T-Test (SPSS) were
constructed using data from the questionnaire by help of IBM SPSS 22.
which was then used for analyzing the acquired data.
LIMITATIONS
 The study is mainly stricted to Durgapur area only
 The Respondent may not be willing to share his/ her information
 The Respondent may not have properly answered the questionnaire
 The sample size was restricted to only 50 (Since it is not possible to
cover the whole universe in given time)

10. TABLE SHOWING GAP
FACTORS VARIABLES Expected value Perceived Value Gap
1. TANGIBILITY Modern looking updated equipment,
fixtures, and facilities
3.88 3.24 0.64
Ambience and Layout of the Branch 3.76 3.4 0.36
Appealing, convenient and easy to
gather information on UIIC’s website
4.06 3.52 0.54
1. RELIABILITY Fulfil promise in a timely manner 4 2.98 1.02
Clarity in explaining policy’s terms and
conditions
3.76 3.3 0.46
Error-free records & Perform the service
right at the first time
3.98 3.46 0.52
1. RESPONSIVENESS Prompt services to the customers 3.9 3.28 0.62
Willingness to help customers 3.98 3.38 0.6
Your feedback are welcomed 3.56 3.12 0.44
1. ASSURANCE Agents and Employees who instill
confidence in customers by proper
behaviour
4.1 3.72 0.38
Courteous with the customers 3.88 3.54 0.34
Confidentiality of Records & Information
of Customers
3.9 3.5 0.4
1. EMPATHY Special attention given to your issues 3.98 2.96 1.02
Understands your specific needs 3.7 3.28 0.42

11. INTERPRETATION
 Minimum gap exists in Ambience and Layout of the Branch (0.36) and
 Maximum Gap exists in Fulfil promise in a timely manner (1.02) and
Special attention given to your issues (1.02)
 It is good for any organisation or Marketer when their customers are
happy with ambience and layout of the organisation (branch or
office),
 It is not good for any organisation or marketer when they fails to fulfil the
said or promised service in timely manner it can create dis-satisfaction
among the customers
 It is not good for any organisation or marketer when they fails to give
attention to customers, because every customers has quite different
need or different choice of the product.
 Maximum Gap exists in terms of 5 dimensions of service quality in
EMPATHY However, Minimum Gap Exists in Assurance

12. S.P.S.S.
STASTISTICAL PACKAGES FOR SOCIAL SCIENCES
Paired T- Test
 The dependent t-test (called the paired-samples t-test in SPSS)
compares the means between two related groups on the same
continuous, dependent variable. Here, I had asked with same person,
the expected and perceived services for UIIC, Durgapur. I have got
two set of answers/ feedback with same respondent.
HYPOTHESIS
 Null hypothesis -- It assumes that the mean of two paired
samples are equal.
 Alternate hypothesis --- It assumes that the means of two paired
Samples are not equal.

15. PAIRED T- TEST : INTERPRETATION
 There was a significant difference in the Expected Service (M=3.88, SD=0.824 ) and
Perceived Service in Modern looking updated equipment, fixtures, and facilities
(M=3.24 SD=0.657); t(5.17)= , p =0.00 ”
 There was a significant difference in the Expected Service (M= 3.76 , SD=.716 ) and
Perceived Service in Ambience and Layout of the Branch (M=3.40 SD=0.808 );
t(2.532 )= , p =.015 ”
 There was a significant difference in the Expected Service (M=4.06 , SD=0.767 ) and
Perceived Service in Appealing, convenient and easy to gather information on UIIC’s
website (M=3.52, SD= 0.995 ); t( 3.231)= , p =0.002 ”
 There was a significant difference in the Expected Service (M= 4.00 , SD=0.782 ) and
Perceived Service in Fulfil promise in a timely manner (M=2.98, SD=0.915 ); t(6.574 )=
, p = 0.000”
 There was a significant difference in the Expected Service (M= 3.76, SD=0.0.797 ) and
Perceive service Clarity in explaining policy’s terms and conditions (M=3.30,
SD=0.814 ); t(3.416 )= , p = 0.001”
 There was a significant difference in the Expected Service (M=3.98, SD=0.845 ) and
Perceived Service in Error-free records & Perform the service right at the first time
(M=3.46, SD= 1.014 ); t( 3.775)= , p =0.000 ”
 There was a significant difference in the Expected Service (M=3.90 , SD=0.647 ) and
Perceived Service in Prompt services to the customers (M= 3.28, SD= 0.904 );
t(4.638)= , p =0.000 ”
 There was a significant difference in the Expected Service (M=3.98 , SD=0.795 ) and
Perceived Service in Willingness to help customers (M=3.28, SD= 1.141
); t( 3.656 )= , p =0.001”

16. PAIRED T- TEST : INTERPRETATION CONTINUED….
 There was a significant difference in the Expected Service (M=3.55 ,
SD=0.937 ) and Perceived Service in Your feedback are welcomed
(M= 3.18, SD= 1.167 ); t( 2.203 )= , p =0.032 ”
 There was a significant difference in the Expected Service (M= 4.10 , SD=
0.886 ) and Perceived Service in Agents and Employees who instil
confidence in customers by proper behaviour (M= 3.72, SD= 0.927 ); t(
2.433 )= , p =0 .019 ”
 There was a significant difference in the Expected Service (M= 3.88 , SD=0
.849 ) and Perceived Service in Courteous with the customers (M= 3.54,
SD=0. 838 ); t( 3.012 )= , p = 0. 004”
 There was a significant difference in the Expected Service (M=3.90 , SD=
0.974) and Perceived Service in Confidentiality of Records & Information of
Customers (M=3.50, SD=0.789 ); t( 2.514)= , p =0.015 ”
 There was a significant difference in the Expected Service (M=3.98 ,
SD=0.820 ) and Perceived Service in Special attention given to your issues
(M=2.96, SD=0.968 ); t(6.263 )= , p =0.000
 There was a significant difference in the Expected Service (M=3.70 ,
SD=0.839) and Perceived Service in Understands your specific needs
(M=3.28, SD=0.948 ); t(2.774 )= , p = 0.008”
 There was a significant difference in the Expected Service (M=3.76 ,
SD=1.001 ) and Perceived Service in Give you all the information sought by
you readily (M=2.88, SD=1.062 ); t( 5.755)= , p = 0.000”

17. SUMMARY OF FINDINGS
 Minimum gap exists in Ambience and Layout of the Branch (0.36) and
 Maximum Gap exists in Fulfil promise in a timely manner (1.02) and Special attention given to
your issues (1.02).
 It is good for any organisation or Marketer when their customers are happy with ambience
and layout of the organisation (branch or office),
 It is not good for any organisation or marketer when they fails to fulfil the said or promised
service in timely manner it can create dis-satisfaction among the customers.
 It is not good for any organisation or marketer when they fails to give attention to customers,
because every customers has quite different need or different choice of the product.
 Maximum Gap exists in terms of 5 dimensions of service quality in EMPATHY However, Minimum
Gap Exists in Assurance
 There was a significant difference in the Expected Service (M=3.88, SD=0.824 ) and Perceived
Service in Modern looking updated equipment, fixtures, and facilities (M=3.24 SD=0.657);
t(5.17)= , p =0.00 ”
 There was a significant difference in the Expected Service (M= 3.76, SD=.716 ) and Perceived
Service in Ambience and Layout of the Branch (M=3.40 SD=0.808 ); t(2.532 )= , p =.015 ”
 There was a significant difference in the Expected Service (M=4.06 , SD=0.767 ) and Perceived
Service in Appealing, convenient and easy to gather information on UIIC’s website (M=3.52,
SD= 0.995 ); t( 3.231)= , p =0.002 ”
 There was a significant difference in the Expected Service (M= 4.00 , SD=0.782 ) and Perceived
Service in Fulfil promise in a timely manner (M=2.98, SD=0.915 ); t(6.574 )= , p = 0.000”
 There was a significant difference in the Expected Service (M= 3.76, SD=0.0.797 ) and Perceive
service Clarity in explaining policy’s terms and conditions (M=3.30, SD=0.814 ); t(3.416 )= , p =
0.001”

18. SUMMARY OF FINDINGS: CONTINUED
 There was a significant difference in the Expected Service (M=3.98, SD=0.845 ) and Perceived
Service in Error-free records & Perform the service right at the first time (M=3.46, SD= 1.014 ); t(
3.775)= , p =0.000 ”
 There was a significant difference in the Expected Service (M=3.90 , SD=0.647 ) and Perceived
Service in Prompt services to the customers (M= 3.28, SD= 0.904 ); t(4.638)= , p =0.000 ”
 There was a significant difference in the Expected Service (M=3.98 , SD=0.795 ) and Perceived
Service in Willingness to help customers M=3.28, SD= 1.141 ); t( 3.656 )= , p =0.001”
 There was a significant difference in the Expected Service (M=3.55 , SD=0.937 ) and Perceived
Service in Your feedback are welcomed (M= 3.18, SD= 1.167 ); t( 2.203 )= , p =0.032 ”
 There was a significant difference in the Expected Service (M= 4.10 , SD= 0.886 ) and Perceived
Service in Agents and Employees who instil confidence in customers by proper behaviour (M=
3.72, SD= 0.927 ); t( 2.433 )= , p =0 .019 ”
 There was a significant difference in the Expected Service (M= 3.88 , SD=0 .849 ) and Perceived
Service in Courteous with the customers (M= 3.54, SD=0. 838 ); t( 3.012 )= , p = 0. 004”
 There was a significant difference in the Expected Service (M=3.90 , SD= 0.974) and Perceived
Service in Confidentiality of Records & Information of Customers (M=3.50, SD=0.789 ); t( 2.514)= ,
p =0.015 ”
 There was a significant difference in the Expected Service (M=3.98 , SD=0.820 ) and Perceived
Service in Special attention given to your issues (M=2.96, SD=0.968 ); t(6.263 )= , p =0.000
 There was a significant difference in the Expected Service (M=3.70 , SD=0.839) and Perceived
Service in Understands your specific needs (M=3.28, SD=0.948 ); t(2.774 )= , p = 0.008”
 There was a significant difference in the Expected Service (M=3.76 , SD=1.001 ) and Perceived
Service in Give you all the information sought by you readily (M=2.88, SD=1.062 ); t( 5.755)= ,
p = 0.000”

19. SUGGESTIONS & RECOMMENDATIONS
 It is not good for any organisation or marketer when they fails to fulfil
the said or promised service in timely manner it can create dis-
satisfaction among the customers.
 It is not good for any organisation or marketer when they fails to give
attention to customers, because every customers has quite different
need or different choice of the product.
 Maximum Gap exists in terms of 5 dimensions of service quality in
EMPATHY However, Minimum Gap Exists in Assurance
 UIIC has to work on these Gaps in order to Provide better service
quality.
 In all the factors or questionnaire (15 Numbers) there was a
significant difference between Expected Service of UIIC and
Perceived Service of UIIC.

20. Bibliography
Articles
 Sodhganga Article
(shodhganga.inflibnet.ac.in/bitstream/10603/7670/.../08_chapter%203.pdf)
Books
 Marketing Research : An applied Edition, Naresh k malhotra & S. Dash, 5th Edition, Pearson ,
New Delhi , 2010
 Services Marketing: People, Technology, Strategy (7th Edition) 7th Edition by Christopher H
Lovelock , Jochen Wirtz
 Marketing Management: A South Asian Perspective, Philip Kotler and Others, 14th Edition,
Pearson, ISBN NO
 Rural Marketing, Madhusudan Narayan, Dr. S. B. Verma, Dr. P. Thrymbakam, Scientific
Publishers, Jodhpur, 2015
Internet

 www.uiic.co.in
 www.wikipedia.org
 https://en.wikipedia.org/wiki/Services_marketing
 www.marketingteacher.com/introduction-to-services-marketing/