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SERVQUAL and Gaps Model in Service Quality

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Title: SERVQUAL and Gaps Model in Service Quality


1
SERVQUAL and Gaps Model in Service Quality
  • Definition of ?. From??
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2
How a ?? should operate.From ??
  • ?????
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3
The Ten CommandmentsExodus 202-17
  • 1. I am the LORD thy God, which have brought thee
    out of the land of Egypt, out of the house of
    bondage. Thou shalt have no other gods before
    Me.
  • 2. Thou shalt not make unto thee any graven
    image, or any likeness of any thing that is in
    heaven above, or that is in the Earth beneath, or
    that is in the water under the Earth. Thou shalt
    not bow down thyself to them, nor serve them for
    I the LORD thy God am a jealous God, visiting the
    iniquity of the fathers upon the children unto
    the third and fourth generation of them that hate
    Me and shewing mercy unto thousands of them that
    love Me, and keep My Commandments.
  • 3. Thou shalt not take the Name of the LORD thy
    God in vain for the LORD will not hold him
    guiltless that taketh His Name in vain.
  • 4. Remember the Sabbath Day, to keep it holy. Six
    days shalt thou labour, and do all thy work but
    the seventh day is the Sabbath of the LORD thy
    God in it thou shalt not do any work, thou, nor
    thy son, nor thy daughter, thy manservant, nor
    thy maidservant, nor thy cattle, nor thy stranger
    that is within thy gates for in six days the
    LORD made heaven and Earth, the sea, and all that
    in them is, and rested the seventh day wherefore
    the LORD blessed the Sabbath Day, and hallowed
    it.

4
The Ten CommandmentsExodus 202-17
  • 5. Honour thy father and thy mother that thy
    days may be long upon the land which the LORD thy
    God giveth thee.
  • 6. Thou shalt not kill.
  • 7. Thou shalt not commit adultery.
  • 8. Thou shalt not steal.
  • 9. Thou shalt not bear false witness against thy
    neighbor.
  • 10. Thou shalt not covet thy neighbour's house,
    thou shalt not covet thy neighbour's wife, nor
    his manservant, nor his maidservant, nor his ox,
    nor his ass, nor anything that is thy
    neighbour's.

5
An Example of a Subjective Framework for Defining
and Measuring Service Quality (Fitzsimmons pp.
136-140)
  • Content. Courses available in a degree program.
    Course content. Procedure and material used for
    a certain medical/dental procedure.
  • Process. Procedures for admission, examination,
    grading.
  • Structure. Physical facilities and
    organizational design. Laboratory. Credit
    transfers between units.
  • Outcome. Percent of students with professional
    jobs within 1 month. Starting salary. Average
    waiting tine per applicant.
  • Impact. Long term effect (e.g., programming
    graduates versus literature graduates).

6
Initial Hypothesized Determinants of Service
Quality
  • 1. Access 2. Communication
  • 3. Competence 4. Courtesy
  • 5. Credibility 6. Reliability
  • 7. Responsiveness 8. Security
  • 9. Tangibles
  • 10. Understanding/Knowing the Customer

7
Final Dimensions of Service Quality
  • (6). Reliability
  • (7). Responsiveness
  • (9). Tangibles
  • Assurance
  • Empathy

8
Dimensions of Service Quality
  • Reliability Perform promised service dependably
    and accurately. Example receive mail at same
    time each day.
  • Responsiveness Willingness to help customers
    promptly. Example avoid keeping customers
    waiting for no apparent reason.
  • Assurance Ability to convey trust and
    confidence. Example being polite and showing
    respect for customer.
  • Empathy Ability to be approachable. Example
    being a good listener.
  • Tangibles Physical facilities and facilitating
    goods. Example cleanliness.

9
Dimensions of perceived/expected quality
  • Initial framework 10 dimensions.
  • Step 1 Validation Test. Questionnaire with 97
    questions. 7-point scale (7strongly agree,
    1strongly disagree). Respondents 200 recent
    users recruited from a shopping mall. Users in 5
    service categories retail banking, credit card,
    repair maintenance, long-distance telephone,
    securities brokerage. 40 users per category.

10
Dimensions of perceived/expected quality
  • Step 2 Reliability test using Cronbachs ?
    reduced 97 questions to 54 questions. Factor
    analysis reduced 10 dimensions to 7. This
    process was repeated. End result A new
    questionnaire with 34 items (questions) covering
    5 dimensions.
  • Step 3 Validation Test. Respondents 200 users
    per firm from 4 service firms (retail banking,
    credit card, repair maintenance, long-distance
    telephone). Finally, a questionnaire with 5
    dimensions and 22 items.

11
Perceived Service Quality

Word of mouth
Personal needs
Past experience
Service Quality Dimensions Reliability Responsive
ness Assurance Empathy Tangibles
Service Quality Assessment 1. Expectations
exceeded ESltPS (Quality surprise) 2.
Expectations met ESPS (Satisfactory
quality) 3. Expectations not met ESgtPS
(Unacceptable quality)
Expected service
Perceived service
12
Another aspect of an objective service quality
framework
  • How do the customers assess service quality?
  • Postulation Service Quality Satisfaction Score Q
  • f(perceived quality expected quality).

13
Customer Gap
  • The Difference between Customer Perceptions
    Expectations

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
14
Provider Gap 1
  • Not Knowing What Customers Expect

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
15
Provider Gap 2
  • Not Selecting the Right Service Designs
    Standards

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
16
Provider Gap 3
  • Not Delivering to Service Standards

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
17
Provider Gap 4
  • Not Matching Performance to Promises

Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
18
Gaps Model of Service Delivery
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
19
Key Factors Leading to Customer Gap
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
20
Key Factors Leading to Provider Gap 1
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
21
Key Factors Leading to Provider Gap 1
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
22
Key Factors Leading to Provider Gap 2
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
23
Key Factors Leading to Provider Gap 2
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
24
Key Factors Leading to Provider Gap 3
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
25
Key Factors Leading to Provider Gap 3
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
26
Key Factors Leading to Provider Gap 4
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
27
Key Factors Leading to Provider Gap 4
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
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