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Abucheri Eugene Ambindi BUS-241-167/2015 Service Marketing Assignment

The SERVQUAL model is a questionnaire used to measure customer expectations and perceptions of service quality along five dimensions: reliability, assurance, tangibility, empathy, and responsiveness. It was developed in 1985 and is widely used by service providers. There are also five "quality gaps" that can occur: the knowledge gap between customer expectations and management's perceptions; the standards gap between management's perceptions and service procedures; the delivery gap between procedures and actual service; the communications gap between service intentions and what is communicated; and the satisfaction gap between customer expectations and experience.

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59 views3 pages

Abucheri Eugene Ambindi BUS-241-167/2015 Service Marketing Assignment

The SERVQUAL model is a questionnaire used to measure customer expectations and perceptions of service quality along five dimensions: reliability, assurance, tangibility, empathy, and responsiveness. It was developed in 1985 and is widely used by service providers. There are also five "quality gaps" that can occur: the knowledge gap between customer expectations and management's perceptions; the standards gap between management's perceptions and service procedures; the delivery gap between procedures and actual service; the communications gap between service intentions and what is communicated; and the satisfaction gap between customer expectations and experience.

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Rouxcel abuto
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ABUCHERI EUGENE AMBINDI

BUS-241-167/2015

SERVICE MARKETING

ASSIGNMENT
SERVQUAL Model

SERVQUAL is a research instrument designed to capture consumer expectations and


perceptions of a service along five dimensions that are believed to represent service quality.
Initially designed for use by service providers and retailers, SERVQUAL is a questionnaire
representation that consists of matched pairs of 22 expectation items and 22 perception items.
It was first published in 1985 in a research by A. Parasuraman, Valarie Zeithaml and Leonard
L. Berry.

The questionnaire is based along five dimensions of service quality;

a) Reliability which is the ability to perform the service dependably and accurately
b) Assurance which is the knowledge and courtesy of employees and their ability to
convey trust and confidence
c) Tangibility which is the appearance of physical facilities, equipment, personnel and
communication
d) Empathy is the provision of caring, individualized attention to customers
e) Responsiveness is the willingness to help customers and provide prompt service

SERVQUAL questionnaire has been described as “the most popular standardized


questionnaire to measure service quality” and is widely used by service providers, often in
conjunction with other measures of service quality and customer satisfaction.

QUALITY GAPS

The Knowledge Gap is the difference between the target market’s expected service and
management’s perceptions of the target market’s expected service. Its probable causes
include insufficient marketing research, inadequate upward communication and too many
layers of management which make upward communication very difficult.

The Standards Gap is the difference between management’s perceptions of customer


expectations and the translation into service procedures and specifications. It may arise due to
lack of management commitment to service quality, employee perceptions of infeasibility,
inadequate goal setting and inadequate task standardization.

The Delivery Gap is the difference between service quality specifications and the
service actually delivered. It may arise due to technical breakdowns or malfunctions, role
conflict or ambiguity among employees, lack of perceived control, poor employee job fit,
poor technology fit, poor supervision or lack of proper training.

The Communications Gap is the difference between service delivery intentions and
what is communicated to the customer. This gap can be caused by poor communication with
advertising agency, lack of horizontal communications, inadequate communications between
sales and operations, differences in policies and procedures across branches or divisions of an
entity, and propensity to overpromise.

The Satisfaction Gap is the difference between customer expectation and customer
experience. This is one of the biggest determinants of service quality and an organization has
to be careful to diminish this gap.

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