Customer

Relationship

3rd Module
Service Quality: Concept of
Quality, Meaning
and Definition of Service Quality
Factors influencing customer
expectation and
perception
Types of Service Quality,
Service Quality Dimensions
Service Quality Gaps
Measuring Service Quality
Service Quality

Service Quality
SERVICE
Service is something
which is intangible,
heterogeneous,
perishable and
inseparable.

QUALITY
Somethi
ng
which
has
Zero
defects
doing it
right the
first
time.

Issues in Service
Quality

Evaluation of service quality is

more difficult
as compared to goods quality.
Service quality is
comparison between
expectations and
performance.
Service quality evaluation
involve outcomes and
processes.

Definition
Parasuraman describes Service
quality as
the ability of an organization
to meet or
exceed customers
expectations.
Lloyd-Walker and Chueng said
that service quality is
considered not only to meet but
to exceed customer

Types of Service Quality

Object
ive
Servic
e
Qualit
y
worki
res
Concrete
ng
ult
measurable
with
previous
th
conformity
defined e
of
a
benefits.

Subject
ive
Servic
e
Qualit
y
Customers
perceived
conformity of
the working
result with

Dimensions f Service
Quality
As per Parasuraman (1985) 10
determinants
were identified which are as
Reliabi
Compete
Acce
Responsive
follows:
lity
nce
ss
ness
Tangib
les

Understan
ding

Service
Quality
Dimensio
ns
Secur
ity

Credibi
lity

Court
esy

Communica
tion

Parasuraman further modified

the list in 1988
Assura
nce

Empat
hy

Dimensi
ons of
Service
Quality
Tangib
les

Reliabi
lity
Responsive
ness
Customer
Relationship Management
By: Mayank Pandey

Service Quality

Gap

Customer Relationship Management

By: Mayank Pandey

Service Quality Gap

There are seven major gaps in the service
quality concept, which are shown in Figure
above
Gap1:
Customers
expectations
versus
management perceptions: as a result of the
lack of a marketing research orientation,
inadequate upward communication and too
many layers of management.
Gap2: Management perceptions versus
service
specifications: as a result of
inadequate commitment to service quality,
a perception of unfeasibility, inadequate
task
standardisation and an absence of
goal setting.
Gap3: Service specifications versus service

 Gap4: Service delivery versus external

communication: as a result of inadequate
horizontal
communications
and
propensity to over-promise.
Gap5: The discrepancy between customer
expectations and their perceptions of the
service delivered: as a result
of the
influences exerted from the customer side
extent
of shortfalls
personal
needs,
and the
(gaps) on the
part of
recommendation
and
past
the service
provider.
In service
this
case,
word
of
mouth
customer
are influenced
by
experiences.
Gap6: The expectations
discrepancy between
customer
the
expectations
and employees perceptions:
as a result of the differences
in the
understanding of customer expectations
by front- line service providers.
Gap7:
The
discrepancy
between
employees perceptions and management
perceptions: as a result of the differences
in
the
understanding
of
customer
expectations
between managers and

Measure For Bridging Service

Quality Gap
Gap1: Customers
expectations versus
management
perceptions
Have better understanding of
customers need and
expectations.
By facilitating and increasing
direct
interaction managers and
customers.

Gap2: Management perceptions

versus service
specifications:
By insuring that top management

displays ongoing commitments.

By getting the middle management to set,
communicate and reinforce customer
oriented service standard.
By training managers.
By standardizing repetitive work task to
ensure consistency
and reliability.
By establishing clear service quality goal.
By clarifying to employees to which
tasks have biggest impact on quality.
Measuring performance.
Customer Relationship Management
By: Mayank Pandey and employees for
Rewarding managers

Gap3: Service specifications

versus service
delivery:
By clarifying employees goal.

By ensuring that all employee

understand how their job contribute to
customer satisfaction.
By matching employees to job.
By providing employees with the
technical training.
By developing innovative recruitment
and retaining method.
By teaching employees about
customers expectations.
By eliminating role conflicts among
employees.
Customer Relationship Management
By training employees
in priority
By: Mayank Pandey

Gap4: Service delivery

versus external
communication:

By seeking input from operations

persons when new advertisement
program are being created.
By developing advertisements that
feature real employee performing their
job.
By allowing service provider to preview
the advertisement.
By getting sales staff to involve operation
staff in face-to- face meeting with the
customer.
By getting internal educational,
motivational and advertising campaigns.
By ensuring that consistent

Gap5: The discrepancy

between customer
expectations and their
perceptions of the
Byservice
Keeping customer
informed.
delivered:

By briefing the customer at the end of

service delivery.
By offering tangibles evidence to the
customers to assure them.
By taking customer into confidence about
the service being
offered.

Gap6: The discrepancy

between customer
expectations and employees
perceptions:
Gap7: The discrepancy between
employees perceptions and
management perceptions:

Service Quality
Measurement Scale
Proposed by Parasuraman:
Identified 22 variables:
22 Variables of Service Quality
Measurement
Scale
1. Modern Looking Equipments
2. Physical Facility is visually
appealing
3. Employees are dressed and neat
appearing
4. Material and tolls are visually
appealing

 Provide service at the time agreed

on
Tell the exact time of service
delivery
Error free records
Provide prompt service to the
customers.
Employees always willing to help
the customers
Employee never be busy to help
the customer
Impressive behaviour of the
employees
Customers feeling about safety
Employees friendly and courteous
Customer Relationship Management
By: Mayank Pandey
nature

Mayank