TOOLS OF MEASURING SERVICE QUALITY

LECTURE PLAN
RATER scale, SERVQUAL
GAP Model
ISO Standards
Government laws
Methodological basis:
1“Delivering quality service Balancing Customer Perception and Expectations” Parasuraman, Berry and Zeithaml
2. www.iso.org/iso/home/standards.htm
3. http://online.zakon.kz/Document/?doc_id=30661723
4. http://www.03portal.kz/index.php?option=com_content&task=view&id=1707&Itemid=65

Original Ten
Dimensions for
Evaluating Service
Quality
RELIABILITY
COMPETENCE
COURTESY
CREDIBILITY
SECURITY
TANGIBLES
ACCESS
COMMUNICATION
UNDERSTANDING/
KNOWING THE
CUSTOMER
RESPONSIVENESS
RELIABILITY ASSURANCE TANGIBLES EMPATHY RESPONSIVENESS
SERVQUAL Dimensions
RATER SCALE

DIMENSIONS OF SERVICE QUALITY
Reliability: Perform promised service dependably and accurately. Example: deliver newspapers at same time each day.
Doing it right the first time.
The firm honoring its promises
Assurance: Ability to convey trust and confidence.
Competence: required skills
Credibility: believability, honesty

Dimensions of Service Quality
Tangibles: Physical facilities and facilitating goods. Example: cleanliness.
Empathy: Ability to be approachable. Example: being a good listener.
Communication: informing the customer in a language they can undertsand
Responsiveness: Willingness to help customers promptly (timeliness). Example: avoid keeping customers waiting for no apparent reason.

RELATIVE IMPORTANCE OF SERVICE DIMENSIONS WHEN RESPONDENTS ALLOCATE 100 POINTS
TANGIBLES 11%
EMPATHY 16%
RELIABILITY 32%
ASSURANCE 19%
RESPONSIVENESS
22%

PERCEIVED SERVICE QUALITY
Service quality measures the gap between the customer’s level of expectation and how well
they rated the service(s).

GAPS IN SERVICE QUALITY
Word -of-mouth
communications
Personal needs
Past experience
Expected service
External communications
to consumers
Perceived service
Service delivery (including
pre- and post-contacts)
Translation of perceptions into
service quality specifications
Management perceptions of
consumer expectations
GAP 5
GAP 3
GAP 2
GAP 1
GAP 4
Customer
Provider

GAPS IN SERVICE QUALITY
GAP 1: management doesn’t understand customer expectations
improve market research
Reduce levels in hierarchy
Communicate with contact employees
GAP 2:lack of mngt committment to Q; infeasibility of meeting expectations
Set goals
Standardize service delivery

GAPS IN SERVICE QUALITY
GAP 3: service performance gap; due to lack of teamwork, insufficient training, wrong employee selection, wrong job design.
GAP 4: discrepancy between service delivery and expectations of customers formed through advertising etc.
Exaggerated promises
Lack of info provided to contact personnel

GAPS IN SERVICE QUALITY
GAP 5: discrepency between customers’ expected service and percieved service.
Measuring service quality (reliability, responsiveness, assurance, empathy, tangibles)
SERVQUAL instrument to measure the 5 dimensions of service quality
First part measures expectations
Second part measures perceptions

ISO STANDARDS
The International Organization of Standardization widely known as ISO was founded on 23 February, 1947.
1987 was established the standards of 9000 series.
The Quality Management System (QMS) must respond to the human aspects involved in service provision and regard positive interaction between service personnel and customers as a crucial part of the service quality.
Employee motivation, development, communication, and performance are especially important where individuals directly impact the quality of service.
Examples of services which ISO 9000 applies: hospitality service, health services, financial and etc.

GOVERNMENT LAWS
The Law of Certification and Standardization
Consumer Protection Law
Licensing Law