SERVQUAL

Measuring Service Quality with the SERVQUAL Model:Nassau Broadcasting (Connoisseur Media) Case Study

Natalie OrcuttMK 503Winter 2013

Introduction

Importance of customer service in today’s competitive business environment

Nassau Broadcasting background Connoisseur Media

Competitive landscape

Hypotheses

Respondents will rank Nassau Broadcasting slightly above the competition

Respondents will believe that trust is most important in the weighting section

Respondents who indicate they spend more on advertising will be more satisfied

Respondents with higher education levels will be more critical

Female respondents will be less satisfied than male respondents

Method

Surveymonkey.com Clients emailed by their sales rep Posts on LinkedIn.com

Standard SERVQUAL Questionnaire adapted to media companies Likert Scale▪ Choices 1-6 to “force” a positive or negative

response Demographic questions Questions related to client preferences

Respondents

Total Respondents 68

Complete Responses 53

Qualifying Question “Are you involved in the decision-making

process for marketing and advertising your business?”

Total Qualified Responses 35

Respondents: Demographics

9%

14%

63%

14%

Highest level of education completed

Trade School/Associate’s DegreeSome CollegeBachelor’s DegreeGraduate Degree

54%43%

3%

Sex

Male FemaleNo Response

Respondents: Top Industries Represented

Healthcare 7

Advertising/Marketing 6

Food & Beverage 5

Auto 3

Education 2

Energy 2

Findings: All respondents

Tang

ible

s

Relia

bilit

y

Respo

nsiven

ess

Assur

ance

Empa

thy

Avera

ge U

nwei

ghte

d Sc

ore

-1.2

-1

-0.8

-0.6

-0.4

-0.2

0

-0.9825

-0.59

-0.185

-0.3775-0.314

-0.4898

Tangibles

Mod

ern

Equi

pmen

t

Phys

ical

Fac

ilitie

s

Empl

oyee

App

eara

nce

Comm

unicat

ion

Mat

eria

ls0.001.002.003.004.005.006.00

ExpectationPerception

Reliability

4.40

4.80

5.20

5.60

6.00

Expecta-tion

Responsiveness

0.00

2.00

4.00

6.00

ExpectationPerception

Assurance

4.805.005.205.405.605.80

ExpectationPerception

Empathy

0.00

2.00

4.00

6.00

ExpectationPerception

SERVQUAL Dimension Weights

Tang

ible

s

Relia

bilit

y

Respo

nsiven

ess

Assu

ranc

e

Empa

thy

0

5

10

15

20

25

30

35

11.47

32.29

20.4318.71 17.43

Weighted Score

Tang

ible

s

Relia

bilit

y

Respo

nsiven

ess

Assu

ranc

e

Empa

thy

Wei

ghte

d Sc

ore

-25

-20

-15

-10

-5

0

-11.27

-19.05

-3.78

-7.06-5.47

-9.326

Weighted Score (P-E x Weight)

Monthly Marketing Budget

20%

40%

14%

26%

Less than $1,000$1,000-$10,000$10,000-$25,000More than $25,000

Gap Score by Budget

Average Tanglibles

Average Reliability

Avergage Respon-siveness

Average Assurance

Average Empathy

Overall Average

Less than $1,000

-1.0625 -0.544000000000001

-0.2575 -0.25 -0.2 -0.4628

$1,000-$10,000

-0.65 -0.356 0.02 -0.14 -0.035999999999999

9

-0.2324

$10,000-$25,000

-1.35 -0.96 -0.55 -0.65 -0.68 -0.838

More than $25,000

-1.2525 -0.818000000000001

-0.2625 -0.6925 -0.648000000000001

-0.7347

-1.50

-1.10

-0.70

-0.30

0.10

Gap Score by Education Level

Average Tanglibles

Average Reliability

Avergage Respon-siveness

Average Assurance

Average Empathy

Overall Average

Trade School/Asso-ciate’s Degree

-1.2525 -0.668 -0.5025 -0.3325 -0.602 -0.6715

Some College

-1.15 -0.600000000000001

-0.2375 -0.762500000000001

-0.25 -0.600000000000001

Bache-lor’s Degree

-0.81 -0.578 -0.1225 -0.3775 -0.242 -0.426

Gradu-ate Degree

-1.3 -0.56 -0.2 -2.22044604925032E-

16

-0.44 -0.5

-1.30

-1.10

-0.90

-0.70

-0.50

-0.30

-0.10

Gap Score by Gender

Average Tanglibles

Average Reliability

Avergage Respon-siveness

Average Assurance

Average Empathy

Overall Average

Male -1.0975 -0.734 -0.265 -0.4925 -0.388 -0.5954

Female -0.8225 -0.344 -0.1575 -0.18 -0.232 -0.3472

-1.10

-0.90

-0.70

-0.50

-0.30

-0.10

Other Findings to Note

27%

24%

20%

15%

7%

2% 2% 2%

Most Effective Advertising

Other

Online (Google Ads, SEO, etc.)

Radio

Social Media

Newspaper

Billboard/Outdoor

Cable TV

Daily Deals (Groupon, Living Social, etc.)

Broadcast TV

Magazine

Yellow Pages

“Other” Responses Word of Mouth

▪ 3 A combination of most of the

above Combination of radio, print,

billboard, online Internet in general LOCAL MEDIA AND EVENT

SPONSORSHIP No one; multiple effective

forms depends on purpose Our web site Radio combined with cable TV! We are an agency and this will

vary by client

Other Findings to Note

14%

86%

Annual Contracts vs. As-Needed Buys

AnnualAs Needed

Small Sample Size Open-ended

questions difficult to analyze/categorize Industry, Job Title,

Measurement of Advertising Effectiveness

Reverse questions likely skewed results Q# 10/32, 13/35,

19/41

Conclusions

H-1 Respondents will rank Nassau

Broadcasting slightly above the competition▪ Additional research needed▪ Poor question wording made research

objective impossible to answer

Conclusions

H-2 Respondents will believe that trust is

most important in the weighting section▪ Respondents ranked the reliability dimension

far above all others▪ Constant Sum Scale▪ Weight = 32.29

Conclusions

H-3 Respondents who indicate they spend more on

advertising will be more satisfied▪ Rankings by Gap Score do not show a clear correlation▪ $1,000-$10,000

-0.23▪ Less than $1,000

-0.46▪ More than $25,000

-0.73▪ $10,000-$25,000

-0.84

▪ More research is necessary

Conclusions

H-4 Respondents with higher education levels

will be more critical▪ Rankings by Gap Score Indicate that the opposite

is true▪ Bachelor's Degree

-0.43▪ Graduate Degree

-0.5▪ Some College

-0.6▪ Trade School/Associate's Degree

-0.67

Conclusions

H-5 Female respondents will be less satisfied

than male respondents▪ Rankings by Gap Score Indicate that the

opposite is true▪ Males

-0.60▪ Females

-0.35