Many researchers have struggled with the issue of how to measure
service quality. Perhaps the most widely used measure is based on a
set of five dimensions which have been consistently ranked by customers
to be most important for service quality, regardless of service
industry. These dimensions defined by the SERVQUAL measurement
instrument are as follows:
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; and
Empathy: the caring, individualized attention the firm provides its customers.
These five SERVQUAL dimensions are used to measure the gap between
customers’ expectation for excellence and their perception of actual
service delivered. The SERVQUAL instrument, when applied over time,
helps service providers understand both customer expectations,
perceptions of specific services, and areas of needed quality
improvements. SERVQUAL has been used in many ways, such as identifying
specific service elements requiring improvement, and targeting training
opportunities for service staff. Proper development of items used in the
SERVQUAL instrument provides rich item-level information that leads to
practical implications for a service manager.
The service quality dimensions evaluated by SERVQUAL should be
adjusted for optimal performance in different industry, public and
private sector applications. SERVQUAL scores are highly reliable, but
when used in different industries may fail to produce a clear
delineation of the five basic dimensions.Other measures, such as the Six
Sigma model should be considered for applicability in quantifying the
gap between service expectations and perceptions.
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