GROUP 7

SERVQUAL

an empirically derived method that may be used by a

services organization to improve service quality.
a perceived service quality questionnaire survey
methodology.
multiple-item scale
Service quality involves a comparison of expectations
with performance
Developed by Parasuraman, Zeithaml and Berry
22-item expectations scale
The Five Key Service Dimensions
TANGIBLES - the appearance of physical facilities,
equipment, personnel and information material
RELIABILITY - the ability to perform the service
accurately and dependably
RESPONSIVENESS - the willingness to help customers
and provide a prompt service
ASSURANCE - a combination of the following
Competence - having the requisite skills and knowledge
Courtesy - politeness, respect, consideration and
friendliness of contact staff
Credibility - trustworthiness, believability and honesty of
staff
Security - freedom from danger, risk or doubt
EMPATHY - a combination of the following:
Access (physical and social) - approachability and ease of
contact
Communication - keeping customers informed in a
language they understand and really listening to them
Understanding the customer - making the effort to get to
know customers and their specific needs
What are the Servqual Gaps?
Service Gap: The difference between a customers
expectation and the perception of the service quality
delivered.
Knowledge Gap : The difference between management
perceptions and service quality specifications - the
standards gap
Standards Gap : The difference between service quality
specifications and actual service delivery - are standards
consistently met?

Delivery Gap :The difference between the quality

standards set for a service delivery and the actual quality
of service delivery

Communications Gap: The difference between the actual

quality of service delivered and the quantity of service
described in the firm’s external communications
STEPS IN SERVQUAL
PROCESS

Conducting a sample survey

Customers are asked to answer numerous questions
within each dimension that determines:
-The relative importance of each attribute.
-A measurement of performance expectations that would
relate to an "excellent" company.
-A measurement of performance for the company in
question.
This provides an assessment of the gap between desired
and actual performance, together with a ranking of the
importance of service criteria
Servqual Data - How Useful is it?
We can assess service quality from the customer’s
perspective
We can track customer expectations and perceptions over
time and the discrepancies between them
We can compare a set of Servqual scores against those of
competitors or best practice examples
We can compare the expectations and perceptions of
different customer groups - this is particularly useful in
the public sector
We can assess the expectations and perceptions of internal
customers - eg other departments or services we deal with.
STRENGTHS OF SERVQUAL
MODEL
 SERVQUAL provides detailed information about:

Customer perceptions of service (a benchmark established

by your own customers)

Performance levels as perceived by customers

Customer comments and suggestions

Impressions from employees with respect to customers

expectations and satisfaction
LIMITATIONS
the use of difference scores in calculating SERVQUAL
contributes to problems with the reliability, discriminant
validity, convergent validity, and predictive validity of the
measurement.
 
ASSUMPTIONS OF SERVQUAL

The results of market surveys are accurate. The

validity of the model is based around the results of
empirical studies. A number of academics have since
performed further empirical studies that appear to
contradict some of the original findings.

Customer needs can be documented and captured,

and they remain stable during the whole process
LITERATURE REVIEW

1982, McCleary and Weaver :indicated that good service

is defined on the basis of identification of measurement
behaviors that are important to customers.
Zemke and Albrecht (1985) suggested that service plays
an important role in defining a restaurant’s competitive
strategies and identified systems and strategies for
managing service
In 1988, Parasuraman, Zeithaml and Berry developed a
multiple-item scale for measuring service quality called
SERVQUAL.
The researchers also identified that there are five
dimensions to service quality
-Tangibles
-Reliability
-Responsiveness
-Assurance
-Empathy
APPLICATIONS
Customer Expectations
Predicted Service
Desired Service
Adequate Service
Zone of Tolerance
Gaps
Service Gap
Knowledge Gap
Standards Gap
Delivery Gap
Communications Gap
 SERVQUAL is widely used within service industries to understand the
perceptions of target customers regarding their service needs. And to provide
a measurement of the service quality of the organization.
 SERVQUAL may also be applied internally to understand employees'
perceptions of service quality. With the objective of achieving service
improvement.

Applications
TELECOMMUNICATION
HEALTH
TOURISM
BANKING
SERVQUAL @ SBT
Study @ 9 Branches in Trivandrum.
Objectives : To diagnosis Gaps in service.
Set to 3 groups based on Performance-

High Medium Low

A B C
Results
3 Factors – continue with SBT
Service dependence.
Bank dependence.
Customer dependence.
Factors for Dissatisfaction
 Waiting time for service delivery
 Confusions at Counters
 Lack of Co ordination bw employees
 Problems in ATMs
 Lack Of information
Results of Study
Performance – attitude
Grahak Mitra – a good step
Conclusion
Defining and measuring the quality of service has
been a major challenge in any service industry. The
service quality measurement scale (SERVQUAL) has
been widely used in research to measure quality of
service. Quality of service is maintained in all sectors
of service industry mainly telecommunication, health,
transport, retail, restaurants, banking industry etc.
SERVQUAL can be used effectively in these fields.
THANK YOU……