Service Quality

• The customer’s judgment of overall

excellence of the service provided
in relation to the quality that was
expected.
• Service quality assessments are
formed on judgments of:
– outcome quality
– interaction quality
– physical environment quality
 The Five Dimensions of
Service Quality
Reliability  Ability to perform the promised service
dependably and accurately.


 Knowledge and courtesy of employees

Assurance and their ability to inspire trust and
confidence.


 Physical facilities, equipment, and

Tangibles appearance of personnel.


 Caring, individualized attention the firm

provides its customers.
Empathy 

 Willingness to help customers and

provide prompt service.
Responsiveness
 SERVQUAL Attributes
RELIABILITY
■Providing service as promised
■Dependability in handling
custo mers ’ service problems
■Performing services right the
first time
■Providing services at the promised
time
■Maintaining error - free records
RESPONSIVENESS
■Keeping customers informed as to
when services w ill be performed
■Prompt service to customers
■Willingness to help customers
■Readiness to respond to
custo mers ’ requests
ASSURANCE
■Employees who instill confidence in
custo mers
■Making customers feel safe in their
trans actions
■Employees who are consistently
court eous
■Employees who have the knowledge to
EMPATHY
■Giving customers individual attention
■Employees who deal with customers in a
caring fashion
■Having the customer ’ s best interest at
heart
■Employees who understand the needs of
their customers
■Convenient business hours
TANGIBLES
■Modern equipment
■Visually appealing facilities
■Employees who have a neat ,
professional appearance
■Visually appealing materials
associated with the service
 Exercise to
Identify Service Attributes
In groups of five, choose a services industry and spend 10 minutes
brainstorming specific requirements of customers in each of the
five service quality dimensions. Be certain the requirements
reflect the customer ’ s point of view .

Reliability :

Assurance :

Tangibles :

Empathy :

Responsivenes
s:
Services quality measurement-
models
T h e re a re m a n y m e th o d s/ m o d e ls to
m e a su re / a sse ss se rvice q u a lity

1.SERVQUAL
2.Trailer Calls/Post Transaction Surveys
3.Service Expectation Meetings and Reviews
4. Process Checkpoint Evaluations
5. Market Oriented Ethnography
6. Mystery Shopping
7. Customer Panels
8. Lost Customer Research
9.Future Expectations Research
 SERVQUAL
SERVQUAL scale involves a survey containing 21 service attributes
grouped into five service quality dimensions viz.,
Reliability, Assurance, Tangibles, Empathy & Responsiveness