lecture 4 (1) Flashcards
Aggregation and generalization
> What is your problem taht you want to solve
Optimize service no use of servqual
Single event/encounter or multiple experience
Specific organization or component
Input - process - output
ten dimensions of perceived service quality
Competence
Reliability
Security
Access
responsiveness
Understanding the customer
Courtesy
Credibility
Communication
Tangibles
Ten dimensions become five dimensions
Tangibles
Reliability
Responsiveness
Empathy
Assurance
Empathy
Communication, credibility and security
Assurance
Understanding customer, access
servqual (super dimensions)
Reliability
Providing service as promised
Dependability in handling customers service problems
Performing services right the first time
Providing services at the promised time
Maintaining error-free records
servqual (super dimensions)
Assurance
Employees who instill confidence in customers
Making customers feel safe in their transactions
Employees who are consistently courteous !!!
Employees who have the knowledge to answer customer questions!!!
servqual (super dimensions)
Tangibles
Modern equipment
Visually appealing facilities
Employees who have a neat professional appearance
Visually appealing materials associated with the service
servqual (super dimensions)
Empathy
Giving customers individual attention
Employees who deal with customers in a caring fashion!!!
Having the customers best interest at heart
Employees who understand the needs of their customers !!!
Convenient business hours
Responsiveness
servqual (super dimensions)
Keeping customers informed as to when services will be performed
Prompt service to customers
Willingness to help customer
Readiness to respond to customer requests!!!
PSQ scale (servqual)
22 items on epectations and perceptions about 5 “super” dimensions on 7 point likert scale
Types of constructs
Attribute level
-Servqual items
Global level
-PSQ, satisfaction, loyalty
-one or more items per construct
Use same scale as on attribute level
Measuring socio-demographs
shortcomings of SERVQUAL
Measuring expectations??
People take expectations into account when asked for perception (attitude not disconfirmation)
Correlation between expectations and perceptions
Increase in amount of items
Consumers adjust the expectations
+ gives managerial information
If yes –> when to measure the item
Different moments with different samples
Service quality
similar to an attitude
most effective attitude based operationalization of service quality
The adequacy-importance model
