8/10/2019 Gaps&Service Quality

1/15

Service QualityBy Nitika Sharma

8/10/2019 Gaps&Service Quality

2/15

Consumer Gap

8/10/2019 Gaps&Service Quality

3/15

Listening Gap

Lack of Upward Communication

Insufficient relations focus

Inadequate service recovery

8/10/2019 Gaps&Service Quality

4/15

The Service Design & StandardGap

Poor service design

Absence of customer driven

standards Inappropriate physical evidence

and servicescaping

8/10/2019 Gaps&Service Quality

5/15

Service Performance Gap

Deficiencies in HR Policies

Failure to match supply and

demand Problem with service

intermediaries

8/10/2019 Gaps&Service Quality

6/15

Communication Gap

Lack of Integrated servicemarketing communication

Ineffective management ofcustomer expectation

Overpromising Inappropriate pricing

8/10/2019 Gaps&Service Quality

7/15

Gaps Model of ServiceQuality

8/10/2019 Gaps&Service Quality

8/15

8/10/2019 Gaps&Service Quality

9/15

Service Quality

Service quality as perceived bycustomers, can be defined as

'the extent of discrepancybetween customers' expectationsor desires and their perceptions

8/10/2019 Gaps&Service Quality

10/15

Service quality is a bigchallenge to organizations

Service quality is more difficult for theconsumer to evaluate than goods

quality. Service quality evaluations are not madesolely on the basis of the outcomeofservice, they also involve evaluation of

the process of service delivery. Service quality perceptions result froma comparison of consumer expectationswith actual service performance.

8/10/2019 Gaps&Service Quality

11/15

SERVQUAL

To identify and check theservice quality with respect to

the customers perception andcustomersexpectation

Servqual instrument with 22items.

8/10/2019 Gaps&Service Quality

12/15

SERVQUAL

Perceived Service Quality =

Perceived Service Expected

Service

Parasuraman, Zeithaml and Beiry(PZB)

8/10/2019 Gaps&Service Quality

13/15

Five dimensions of SERVQUAL

Tangibles, which pertain to the physical facilities,equipment, personnel and communicationmaterials.

Reliability, which refers to the ability to perform

the promised services dependably and accurately. Responsiveness, which refers to the willingness of

service providers to help customers and provideprompt service.

Assurance, which relates to the knowledge andcourtesy of employees and their ability to conveytrust and confidence.

Empathy, which refers to the provision of caringand individualized attention to customers.

8/10/2019 Gaps&Service Quality

14/15

The SERVQUAL scale can be used

To determine a company's service quality alongeach of the five service quality dimensions.

To find out relative importance of servicequality dimensions as considered by the

customer, To compute overall weighted SERVQUAL score,which takes into account the relative

importance of each dimension as well. To track customers' expectations andperceptionsover time

To compare a company's SERVQUAL scoreagainst those of competitors.

8/10/2019 Gaps&Service Quality

15/15

Thank You

Well Done Is BetterThan Well Said