Title: SERVQUAL and Gaps Model in Service Quality
1SERVQUAL and Gaps Model in Service Quality
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3The 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.
4The 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.
5An 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).
6Initial 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
7Final Dimensions of Service Quality
- (6). Reliability
- (7). Responsiveness
- (9). Tangibles
- Assurance
- Empathy
8Dimensions 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.
9Dimensions 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.
10Dimensions 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.
11Perceived 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
12Another 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).
13Customer Gap
- The Difference between Customer Perceptions
Expectations
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
14Provider Gap 1
- Not Knowing What Customers Expect
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
15Provider Gap 2
- Not Selecting the Right Service Designs
Standards
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
16Provider Gap 3
- Not Delivering to Service Standards
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
17Provider Gap 4
- Not Matching Performance to Promises
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
18Gaps Model of Service Delivery
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
19Key Factors Leading to Customer Gap
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
20Key Factors Leading to Provider Gap 1
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
21Key Factors Leading to Provider Gap 1
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
22Key Factors Leading to Provider Gap 2
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
23Key Factors Leading to Provider Gap 2
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
24Key Factors Leading to Provider Gap 3
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
25Key Factors Leading to Provider Gap 3
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
26Key Factors Leading to Provider Gap 4
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner
27Key Factors Leading to Provider Gap 4
Service Marketing, Valarie A. Zeithaml Mary
Jo Bitner