Service Quality Control

7/28/2019 Service Quality Control

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* Amit

* Doku Kirti

* Mahesh Kari

* Riyasree Tripathi

* Taran Raina


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Service quality is a comparison of expectations withperformance.

A business with high service quality will meet customer

needs, remaining economically competitive.

Improved service quality may increase economiccompetitiveness.

A good Service quality may be achieved by

understanding and improving operational processes;

identifying problems quickly and systematically;

establishing valid and reliable service performancemeasures and measuring customer satisfaction and other

performance outcomes.


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*From the viewpoint of business administration,

service quality is an achievement in customer

service.* In general, Customers compare perceived service

with expected service in which if the former falls

short of the latter the customers are disappointed.

*A customer's expectation of a particular service isdetermined by factors such as recommendations,

personal needs and past experiences.

*Service quality can be related to service potential

(for example, worker's qualifications); serviceprocess (for example, the quickness of service) and

service result (customer satisfaction).


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*Successful Companies add benefits to their offering that not

only satisfy the customers but also surprise and delight

them. Delighting customers is a matter of exceeding theirexpectations.

* A good example of fall of service quality:

the case of TAJ Hotels, Resorts and Palaces, wherein TAJ

remaining the old world, luxury brand in the five-starcategory, the umbrella branding was diluting the image of

the TAJ brand because although the different hotels such as

Vivanta by Taj- the four star category, Gateway in the three

star category and Ginger the two star economy brand, were

positioned and categorized differently, customers stillexpected the high quality of Taj from all their properties.


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**Customers generally have a tendencyto compare the service they

'experience' with the service they'expect' . If the experience does notmatch the expectation, there arisesa gap.

*The service quality model or theGAP model developed by a group ofauthors- Parasuraman, Zeithaml andBerry at Texas and North Carolina in1985.

* It highlights the main requirementsfor delivering high service quality.

*It identifies five gaps that causeunsuccessful delivery.


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*GAP 1:

Gap between consumer expectation and managementperception.

This gap arises when the management does not correctlyperceive what the customers want.

EXAMPLE A hospital administrators may think patients wantbetter food , but patients may be more concerned with the

responsiveness of the nurse.* GAP 2 :

Gap between management perception and service qualityspecification.

Here the management might correctly perceive what the

customer wants ,but may not set a performance standard.

EXAMPLE- here would be that hospital administrators may tellthe nurse to respond to a request fast , but may not specifyhow fast.


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*GAP 3:

Gap between service quality specification and servicedelivery.

This gap may arise owing to the service personnel. the reasonsbeing poor training, incapability or unwillingness to meet theset service standard.

*GAP 4 :

Gap between service delivery and external communication

Consumer expectations are highly influenced by statementsmade by company representatives and advertisements. The gaparises when these assumed expectations are not fulfilled at the

time of delivery of the service.EXAMPLE The hospital printed on the brochure may have

clean and furnished rooms , but in reality it may be poorlymaintained in this case the patients expectations are notmet.


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*GAP 5:

Gap between expected service and experienced service.

This gap arises when the consumer misinterprets the servicequality. The physician may keep visiting the patient to show

and ensure care, but the patient may interpret this as an

indication that something is really wrong.


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** SERVQUAL means to measure the scale of Quality in the

service sectors.

* SERVQUAL was developed in the mid-1980s by Zeithaml,

Parasuraman & Berry.

* It is a questionnaire designed to measure the gap between

the expectation and perception of a customer from aparticular service.

*There are 5 categories for the questionnaire

*Tangibles

*Reliability

*Responsiveness

*Assurance

*Empathy


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* There are 22 question in total in this questionnaire.

* The response of customers are recorded on a scale of ranging between 1 and

7.


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Listed below are five features pertaining to hospitals/clinics and the service they

offer. We would like to know how important each of these features is to

you

when you evaluate the service offered by a hospital or clinic. Please allocate a total

of 100 points among the five features according to how important each feature is toyou

- the more important a feature is to you, the more points you should allocate to

it. Please ensure that the points you allocate to the five features add up to 100.

1. The appearance of the hospital/clinics physical facilities, equipment,

personnel and communication materials. _____ points

2. 2. The hospitals/clinic's ability to perform the promised service dependablyand accurately. _____ points

3. 3. The hospital/clinic's willingness to help patients and provide prompt

service. _____ points

4. 4. The knowledge and courtesy of the hospital/clinic personnel and their

ability to convey trust and confidence. _____ points

5. 5. The caring, individualized attention the hospital/clinic provides itspatients. _____ points

6. TOTAL points allocated 100 points_

_________________________________________________________________________


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The following set of statements relate to your feelings about the hospital/clinic

you have attended. For each statement, please show the extent to which you

believe the hospital/clinic has the feature described by the statement. Once

again, circling a 1. means that you strongly disagree that the hospital/clinic you

have attended has this feature and circling a 7. means that you strongly agree.

You may circle any of the numbers in the middle that show how strong

your feelings are. There are no right or wrong answers - all we are interestedin is a number that best shows your perceptions about the hospital/clinic which

has treated you


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SERQUAL:SERVICE QUALITY = PERFORMANCE EXPECTATIONS

WEIGHTED SERQUAL; SERVICE QUALITY= IMPORTANCE * (PERFORMANCE

EXPECTATIONS)

SERVPERF: SERVICE QUALITY = PERFORMANCE

WEIGHTED SERVPERF : SERVICE QUALITY = IMPORTANCE * PERFORMANCE


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category Question No Expectation No Perception No Gap Score(P-E)

TANGIBLES 1 5 3 -2

2 3 2 -1

3 7 5 -2

4 5 2 -3 -2

RELIABILITY 5 3 1 -2

6 2 4 2

7 6 3 -3

8 5 6 1

9 3 1 -2 -0.8

RESPONSIVENESS 10 4 2 -2

11 7 3 -4

12 7 1 -6

13 3 5 2 -2.5

ASSURANCE 14 5 6 1

15 6 2 -4

16 2 1 -1

17 7 4 -3 -1.75

EMPATHY 18 4 5 1

19 2 2 0

20 3 3 0

21 1 1 0

22 7 2 -5 -0.8

TANGIBLES AVERAGE SCORE

RELIABILITY AVERAGE SCORE

RESPONSIVENESS AVERAGE SCORE

ASSURANCE AVERAGE SCORE

EMPATHY AVERAGE SCORE


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CATEGORY WEIGHT AVERAGE SCORE

WEIGHTED

AVERAGE SCORE

TANGIBLES 10 -2 -20

RELIABILITY 30 -0.8 -24

RESPONSIVENESS 20 -2.5 -50

ASSURANCE 10 -0.5 -5

EMPATHY 30 -0.4 -12

100 -22.2 AVERAGE OF WEIGHTED AVERAGE SCORES


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*

The number and definition of the dimensions varies depending on

the context.

The data collected by these methods cannot completely reflect the

customers quality perception.

The quality items are formulated in a necessarily abstractmanner,survey results are not particularly concrete

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Service Quality Control