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5 Factors of Servperf Model

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22 views

5 Factors of Servperf Model

Uploaded by

trangntm919396
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Five dimensions of service quality

Tangibility
Tangibility is the appearance of physical facilities, equipment, personnel, and communication
materials.
Customers expect clean and professional facilities and shops, employees who look groomed
and neat, and well-written and designed materials such as menus, websites, and signs.
Attention to appearance can indicate that your company takes customer comfort seriously.
While appearance is not the most critical aspect of service, it does make a difference in how
customers perceive your business, especially if your brand promises a premium or luxury
experience.
Reliability
Reliability is the ability to perform the promised service dependably and accurately.
Doing what you say you’re going to do when you say you’re going to do it is essential to
pleasing your customers. They want to rely on your business to deliver a working product or
effective service, get help when needed, and for all of this to happen in a timely fashion.
Customers want to count on the businesses they buy from; that’s at the heart of this
dimension.
Responsiveness
Responsiveness is the willingness to help customers and provide prompt service; it lets your
customers know you’re listening to them and working actively to solve their problems.
Responding quickly to customer questions and concerns is vital, especially in today’s fast-paced
world—especially when 80% of consumers expect a response to customer service requests
within one business day. Responsiveness even applies when customers are slow in responding
to you. Answer swiftly to let customers know that you’re working on their request.
Assurance
Assurance is employees' knowledge and ability to convey trust and confidence. Customers
expect businesses to be the experts in the service they deliver. Communicating that expertise to
customers helps reassure them that they can trust you, whether you accomplish this by
displaying credentials and industry certifications or customer testimonials.
Assurance is significant when customers have many options but aren’t sure who to trust when
purchasing. Suppose you run an ecommerce store, for example. In that case, customers are
bombarded regularly with ads from potentially untrustworthy online shops all day, so you need
to determine how to set yourself apart and gain consumer trust.
Empathy
Empathy is the caring, individualized attention the firm provides its customers.
Customers want to feel like they’re more than a transaction; they want to build a relationship
with your business. Even if you have the best product or services, you can still fall short of their
expectations.
Showing empathy to customers means ensuring your company showcases your care. Training
employees on providing excellent and empathetic service—where smiles and engaging
conversation occur regularly—can help you exceed expectations.

Measure the 5 dimensions of service quality


Parasuraman's five major dimensions of Service Quality (tangibles, reliability, responsiveness,
assurance, and empathy) form the basis for the SERVQUAL questionnaire (Parasuraman,
Zeithaml, and Berry, 1988). This has 22 pairs of Likert‐type scales.

Service quality questionnaires


To improve your business’s service, you need to understand how satisfied customers are and if
their expectations are fulfilled. One of the best ways to do this is by asking customers for their
feedback using service quality questionnaires.
These questionnaires are typically sent after a customer interaction, like a store visit or an
online help form submission. They aren’t meant for merely gathering data. If your customer
reports a negative experience or interaction, you should follow up with them right away to
resolve it and report on the action taken.
In-app surveys
In-app surveys are another effective mechanism for gathering customer feedback directly.
Instead of sending a survey via email or paper, in-app surveys pop up while the customer uses
your mobile app.
You can use these surveys to ask customers one or two quick questions about an in-store
experience they just had, or about the app itself, or another aspect of your service quality.
Qualitative analysis: documentation
You can also check the data and information you’re collecting to better understand your
service. Qualitatively analyzing written and recorded customer service records, like chat
transcripts and call records, can yield insights about the customer experience you may have
missed otherwise.
To perform this qualitative analysis, you can go through low-rated recorded interactions to
examine what went wrong and use the insights to adjust rep behavior or solve systemic issues.
You can also examine highly-rated interactions to see what separates the best customer service
agents from their lower-performing peers and use those insights to train reps as well.
Customer Effort Score (CES)
Customer Effort Score is a popular customer loyalty metric. It measures how easy it is for
customers to do business with your company, whether that’s making a purchase, setting up a
service, or solving a problem.
CES is measured by asking customers to agree or disagree with the following statement:
“[Company] made it easy for me to handle my issue.” The respondents can choose from seven
answers ranging from strongly disagree (score 1) to strongly agree (score 7).
Calculate CES score by finding the average of all responses:

 (Total sum of responses) ÷ (Number of responses) = CES score.


First contact resolution ratio
First contact resolution happens when a customer’s issue resolves during the first service
interaction; no follow-up or back-and-forth is happening.
Calculate the first contact resolution ratio by dividing the number of issues resolved through a
single response by the number that required more responses.
An example of Servperf questionnaire:

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