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SERVQUAL

The SERVQUAL survey is a multi-dimensional scale used to measure customer perceptions and expectations of service quality. It was developed in 1988 and covers 21 service attributes grouped into five dimensions: reliability, responsiveness, assurance, empathy and tangibles. Customers provide ratings on a 7-point Likert scale for their expectations of excellent service and their perceptions of the service delivered by a specific company. The difference between these ratings provides a quantified measure of service quality. SERVQUAL data can be used to assess service quality, track expectations and perceptions over time, compare companies, and identify customer segments with differing assessments.

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Subhasis Dasgupta
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54 views

SERVQUAL

The SERVQUAL survey is a multi-dimensional scale used to measure customer perceptions and expectations of service quality. It was developed in 1988 and covers 21 service attributes grouped into five dimensions: reliability, responsiveness, assurance, empathy and tangibles. Customers provide ratings on a 7-point Likert scale for their expectations of excellent service and their perceptions of the service delivered by a specific company. The difference between these ratings provides a quantified measure of service quality. SERVQUAL data can be used to assess service quality, track expectations and perceptions over time, compare companies, and identify customer segments with differing assessments.

Uploaded by

Subhasis Dasgupta
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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SERVQUAL Survey

SERVQUAL
 One of the first methods developed to
measure service quality
 Multi-dimensional scale to capture
customer perceptions and expectations
of service quality
 Developed by A Parasuraman, V A Zeithaml &
L L Berry in 1988
SERVQUAL

 21 service attributes are covered


 Grouped into five service quality dimensions:
reliability, responsiveness, assurance, empathy
and tangibles
 7-point Likert Scale used to record feedback
from “Strongly agree” to “Strongly disagree”
SERVQUAL

 Often, two ratings on each attribute are obtained


from respondents: their expectations from
excellent service providers in the sector and their
perception of service delivered by a specific
company in that sector
 Difference between expectation and perception:
quantified measure of service quality
SERVQUAL (Perceptions)
Reliability dimension
1. When ABC Company promises to do something by a
certain time, it does so
2. When you have a problem, ABC Company shows a
sincere interest in solving it
3. ABC Company performs the service right the first time
4. ABC Company provides its services at the time it
promises to do so
5. ABC Company keeps customers informed about when
the service will be performed
SERVQUAL (Perceptions)

Responsiveness dimension
1. Employees in ABC Company give you prompt service
2. Employees in ABC Company are always willing to help you
3. Employees in ABC Company are never too busy to respond
to your request
SERVQUAL (Perceptions)

Assurance dimension
1. The behaviour of employees of ABC Company instils
confidence in you
2. You feel safe in your transactions with ABC Company
3. Employees of ABC Company are consistently courteous
with you
4. Employees of ABC Company have the knowledge to
answer your questions
SERVQUAL (Perceptions)

Empathy dimension
1. ABC Company gives you individual attention
2. ABC Company has employees who give you
individual attention
3. ABC Company has your best interests at heart
4. Employees of ABC Company understand your
specific needs
SERVQUAL (Perceptions)
Tangibles dimension
1. ABC Company has modern looking equipment
2. ABC Company’s physical facilities are visually
appealing
3. ABC Company’s employees appear neat
4. Materials and documents at ABC Company are
visually appealing
5. ABC Company has convenient business hours
SERVQUAL (Expectations)

When customers have a problem,


excellent firms will show a sincere interest
in solving it

7-point Likert Scale is used, from ‘Strongly disagree’


to ‘Strongly agree’
SERVQUAL (Expectations)
Referent expectations formats
Considering a “world class” company to be at 7, how would
you rate Company A on the following service features?
 Sincere, interested employees

 Service delivered right the first time

Compared with the level of service your expect from an


excellent company, how would you rate Company A’s
performance on the following?
 Sincere, interested employees

 Service delivered right the first time

(7-point Likert Scale from ‘Low’ to ‘High’)


SERVQUAL data can be used to:

 Determine average gap score between customer


perceptions and expectations for each service attribute
 Assess service quality along each of the five dimensions
 Track customers’ expectations & perceptions over time
 Compare company with competitors
 Identify & examine customer segments that differ
significantly in their assessments about the company’s
service performance
 Assess internal service quality – service rendered by
one department to another

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