SERVQUAL
A sound measure of service quality is necessary for:-
• Identifying the aspects of servicethat need performance improvement
• Assessing how much improvement is needed on each aspect
• Evaluating the impact of improvement efforts
SERVQUAL is one of the measures to be developed specifically to measure
Service Quality.
After extensive research, Zeithaml, Parasuraman and Berry found five dimensions (include 21
attributes) customers use when evaluating service quality. They named their survey instrument
SERVQUAL. In other words, if providers get these dimensions right, customers will hand over the
keys to their loyalty. Because they’ll have received service excellence. According to what’s
important to them, the five SERVQUAL dimensions are:
• TANGIBLES-Appearance of physical facilities, equipment, personnel, and communication
materials.
• RELIABILITY-Ability to perform the promised service dependably and accurately.
• RESPONSIVENESS-Willingness to help customers and provide prompt service.
• ASSURANCE-Knowledge and courtesy of employees and their ability to convey trust and
confidence.
• EMPATHY-Caring, individualized attention the firm provides its customers.
Not All Dimensions Are Equal
All dimensions are important to customers, but some more than others. Service providers need
to know which are to avoid majoring in minors. At the same time, they can’t focus on only one
dimension and let the others suffer. SERVQUAL research showed dimensions’ importance to each
other by asking customers to assign 100 points across all five dimensions.
The 5 Service Dimensions Customers Care About
, • #1 Just Do It
RELIABILITY
❖ Providing service as promised.
❖ Dependability in handling customers’ service problems.
❖ Performing services right the first time.
❖ Providing services at the promised time.
❖ Maintaining error-free records.
• #2 Do It Now
RESPONSIVENESS
❖ Keeping customers informed as to when services will be performed.
❖ Prompt service to customers.
❖ Willingness to help customers.
❖ Readiness to respond to customers’ requests.
• #3 Know What You’re Doing
ASSURANCE
❖ Employees who instil confidence in customers.
❖ Making customers feel safe in their transactions.
❖ Employees who are consistently courteous.
❖ Employees who have the knowledge to answer customer questions.
• #4 Care about Customers as much as the Service
EMPATHY
❖ Giving customers individual attention.
❖ Employees who deal with customers in a caring fashion.
❖ Having the customer’s best interest at heart.
❖ Employee who understand needs of their customers & Convenient business hours.
• #5 Look Sharp
TANGIBLES
❖ Modern equipment.
❖ Visually appealing facilities.
❖ Employees who have a neat, professional appearance.
❖ Visually appealing materials associated with the service.
A sound measure of service quality is necessary for:-
• Identifying the aspects of servicethat need performance improvement
• Assessing how much improvement is needed on each aspect
• Evaluating the impact of improvement efforts
SERVQUAL is one of the measures to be developed specifically to measure
Service Quality.
After extensive research, Zeithaml, Parasuraman and Berry found five dimensions (include 21
attributes) customers use when evaluating service quality. They named their survey instrument
SERVQUAL. In other words, if providers get these dimensions right, customers will hand over the
keys to their loyalty. Because they’ll have received service excellence. According to what’s
important to them, the five SERVQUAL dimensions are:
• TANGIBLES-Appearance of physical facilities, equipment, personnel, and communication
materials.
• RELIABILITY-Ability to perform the promised service dependably and accurately.
• RESPONSIVENESS-Willingness to help customers and provide prompt service.
• ASSURANCE-Knowledge and courtesy of employees and their ability to convey trust and
confidence.
• EMPATHY-Caring, individualized attention the firm provides its customers.
Not All Dimensions Are Equal
All dimensions are important to customers, but some more than others. Service providers need
to know which are to avoid majoring in minors. At the same time, they can’t focus on only one
dimension and let the others suffer. SERVQUAL research showed dimensions’ importance to each
other by asking customers to assign 100 points across all five dimensions.
The 5 Service Dimensions Customers Care About
, • #1 Just Do It
RELIABILITY
❖ Providing service as promised.
❖ Dependability in handling customers’ service problems.
❖ Performing services right the first time.
❖ Providing services at the promised time.
❖ Maintaining error-free records.
• #2 Do It Now
RESPONSIVENESS
❖ Keeping customers informed as to when services will be performed.
❖ Prompt service to customers.
❖ Willingness to help customers.
❖ Readiness to respond to customers’ requests.
• #3 Know What You’re Doing
ASSURANCE
❖ Employees who instil confidence in customers.
❖ Making customers feel safe in their transactions.
❖ Employees who are consistently courteous.
❖ Employees who have the knowledge to answer customer questions.
• #4 Care about Customers as much as the Service
EMPATHY
❖ Giving customers individual attention.
❖ Employees who deal with customers in a caring fashion.
❖ Having the customer’s best interest at heart.
❖ Employee who understand needs of their customers & Convenient business hours.
• #5 Look Sharp
TANGIBLES
❖ Modern equipment.
❖ Visually appealing facilities.
❖ Employees who have a neat, professional appearance.
❖ Visually appealing materials associated with the service.
