8. Service Quality

Question 1

Servqual

Answer 1

• Service quality = Performance - Expectations (P-E)
• P delighted
• Challenge: expectations might not be realistic
• Five dimensions of quality:
• Reliability: error-free every time
• Assurance: competence, confidence, courtesy
• Tangibles: physical cues
• Empathy: customers’ best interest at heart
• Responsiveness: proactive, meet needs

Question 2

Advantages of Servqual

Answer 2

• Eliciting consumer expectations
• Understanding how consumers view service
• Identify advantages, competitor weaknesses, messages for advertising, areas for training
• Exploring success of advertising
• Comparing branches

Question 3

Criticisms of Servqual

Answer 3

• Paradox of greasy spoon cafe: may have higher score than Michelin star restaurant because it meets expectations > price signals quality
• Fatigue
• When does on measure?
• How to distinguish between loyal and new customers?

Question 4

Gaps in Service Quality

Answer 4

1. Between consumer expectations and management perception
2. Between management perception and service quality specifications
3. Between service quality specifications and service delivery
4. Between service delivery and external communication
5. Between perceived service and expected service (P-E)

Question 5

Methods of Researching Service Quality

Answer 5

• Questionnaire surveys
• Qualitative research techniques
• Customer panels
• Transaction analysis
• “Mystery” customers
• Analysis of complaints
• Employee/ intermediary research