1,
2,
3,
4,
5
= regression coefficients
where T stands for tangibility, A stands for assurance, REL stands for reliability, RES stands
for responsiveness and E stands for empathy
1
(T) 0.2344
2
(A) -0.1167
3
(REL) 0.05914
4
(RES) 0.1585
5
(E) -0.1898
R
2
= 0.15
Out of the five factors of service quality i.e. tangibility, assurance, reliability, responsiveness and
empathy; tangibility has predominant impact on word of mouth which is factor of customer loyalty
i.e. word of mouth communication can be explained predominantly by tangibility. Other factor of
service quality i.e. empathy has least impact on word of mouth communication.
Coefficient of determination i.e. R
2
= 0.15 means 15% of the variance in WOM communication
factor is explained by introducing five independent variables of Service quality.
RELATIONSHIP BETWEEN PREFERENCE AND FACTORS OF SERVICE
QUALITY
C.L. (PREFERENCE) =
1
(T) +
2
(A) +
3
(REL) +
4
(RES) +
5
(E)
1
(T) -0.00224
2
(A) -0.08486
3
(REL) -0.04658
4
(RES) 0.08166
5
(E) -0.01335
R
2
= 0.01
Out of the five factors of service quality i.e. tangibility, assurance, reliability, responsiveness and
empathy; responsiveness has predominant impact on preference which is factor of customer
loyalty i.e. preference can be explained predominantly by responsiveness. Other factor of service
quality i.e. assurance has least impact on preference.
Coefficient of determination i.e. R
2
= 0.01 means 1% of the variance in preference factor is
explained by introducing five independent variables of Service quality
RELATIONSHIP BETWEEN PRICE INDIFFERENCE AND FACTORS OF
SERVICE QUALITY
C.L. (PRICE INDIFFERENCE) =
1
(T) +
2
(A) +
3
(REL) +
4
(RES) +
5
(E)
1
(T) -0.139
2
(A) -0.01509
3
(REL) 0.04971
4
(RES) -0.002808
5
(E) -0.02826
R
2
= 0.02
Out of the five factors of service quality i.e. tangibility, assurance, reliability, responsiveness and
empathy; reliability has predominant impact on price indifference which is factor of customer
loyalty i.e. price indifference can be explained predominantly by reliability. Other factor of service
quality i.e. tangibility has least impact on price indifference.
Coefficient of determination i.e. R
2
= 0.02 means 2% of the variance in price indifference factor is
explained by introducing five independent variables of Service quality
RELATIONSHIP BETWEEN DISSATISFACTION AND FACTORS OF
SERVICE QUALITY
C.L. (DISSATISFACTION) =
1
(T) +
2
(A) +
3
(REL) +
4
(RES) +
5
(E)
1
(T) -0.03419
2
(A) 0.01489
3
(REL) -0.1945
4
(RES) 0.2278
5
(E) -0.1871
R
2
= 0.10
Out of the five factors of service quality i.e. tangibility, assurance, reliability, responsiveness and
empathy; responsiveness has predominant impact on dissatisfaction which is factor of customer
loyalty i.e. dissatisfaction can be explained predominantly by responsiveness. Other factor of service
quality i.e. reliability has least impact on dissatisfaction.
Coefficient of determination i.e. R
2
= 0.10 means 10% of the variance in dissatisfaction factor is
explained by introducing five independent variables of Service quality
CONCLUSION
The results reveal that customers of OM GRC InfoTech PVT Ltd in Chandigarh city assign different
levels of importance to service quality dimensions when evaluating service quality. Statistical tools
were used to explore the underlying dimensions that were used by customers in evaluating the
service quality. It is imperative for the Company to manage their service encounter, which involves
the direct interaction between a service operation and its customers. Service encounters, in particular
those involving front line staff typically have a high impact on consumers, and the quality of service
encounter is thus part of the overall service quality perceived and experienced by the customer.The
factors that may delight customers tend to be concerned more with the intangible nature of the service,
commitment, attentiveness, friendliness, care, and courtesy. The employees give prompt services, always
are ready to answer the questions and are trustworthy. The main sources of dissatisfaction appear to be
cleanliness, up to date technology modern equipments, and neatly dressed up employees. To satisfy these
customers, the management can take some attempts, noted earlier as recommendations. The study brings
about the areas which require urgent attention of the employees, the management, and the policy makers
of the industry. These are areas in which customers are hugely dissatisfied with the services of the
Companys against their expectation. This high degree of dissatisfaction resulting from the services
received clearly questions the design of services or subsequent response of the Company employees.
These limitations are too serious to be avoided as these question the front-line people dealing with the
customers and the approach of the management in taking customers seriously. The management should
understand the benefits of service quality. It include increased customer satisfaction, improved customer
retention, positive word of mouth, reduced staff turnover, decreased operating costs, enlarged market
share, increased profitability, and improved financial performance. In the days of intense competition,
superior service is the only differentiator left before the Company to attract, retain and partner with the
customers. Superior service quality enables a firm to differentiate itself from its competition, gain a
sustainable competitive advantage, and enhance efficiency. Thus, improving service quality leads to the
customer satisfaction and, ultimately, to customer loyalty.
The Tangibility dimension of service quality of Company is highly disappointing and serious steps are
needed to be taken to enhance this dimension. Customers of the Company are dissatisfied with the
empathy dimension.
The study has tried to present the findings of assessing the expectations and perceptions of service
quality for customers. The result showed that customers perceptions were consistently lower than
their expectations. These negative gaps indicated that the delivered service level was falling below
customers expectations of service quality. The larger the gap, the more serious the service quality
shortfall, from the point of view of customers. The gap analysis is critical because it may prove to be
extremely useful tool for management to identify the service problems or service fall points in the
industry under study.
The results of the study show that gap analysis is useful and meaningful approach to identify the
gaps between customers expectations and perceptions of service quality in the IT industry..
The results of the study suggest that there are four dimensions of customer loyalty that can be
identified i.e. word of mouth communication, preference, price indifference and dissatisfaction.
From factor analysis, factor loading of all the statements comes out to be greater than 0.5. Eigen
value of the factors was greater than 1.
Analysis shows that Coefficient of determination (R
2
)
is maximum for Word of mouth
communication factor that is 15% and minimum for preference factor that is 1%. R
2
describes
variance in factors which is explained by introducing five independent variables of Service quality.
RECOMMENDATIONS
Reliability is an obvious place to start. Customers of the Company want to know their resources
are safe and within trustworthy institutions. A way to ensure this peace of mind would be to take
steps to ensure company employees are well trained, so each bank associate is able to offer complete
and comprehensive information at all times. Consistent policies combined with a knowledgeable staff
will foster a high degree of institutional cohesion and reliability.
Responsiveness, again when associated with a well-trained staff and timely answers to service-
related questions, would make significant inroads into causing Company be regarded as responsive.
Staff should be encouraged to present relevant options to banking customers in a manner that does
not resemble salesmanship so much as a desire to serve.
Intangibles please customers just as much as tangibles in the IT industry. Usually, this is a
location close to their home or their workplace. It is natural that customers become comfortable and
habituated to these company branches , for the same reason they develop familiarity with a
neighborhood supermarket or convenience store. It makes sense that company employees would be
encouraged to learn to recognize these regular customers, learn their names, and begin to identify
their basic service requirements.
Learning to understand customers needs will allow company associates to offer enhanced
services, perhaps lowering customers banking costs and increasing their investment potential. This
could also open up the possibility of increased profits for company, for when perceived as more
service and customer oriented, they will, in effect, become a useful and pleasant way to shop.
Keeping the company with up-to-date technologically are important factors. Modern
equipments, new improved technology should be replaced with the old ones. If the staff inside is
pleasant and well-informed, in an aesthetically pleasing environment, then customer satisfaction will
be high.
The five-dimensional structure could possibly serve as a meaningful framework for tracking a
banks service quality performance over time and comparing it against the performance of
competitors. Items on some dimensions should be expanded if that is necessary for reliability.
Thus, the IT industries must continuously measure and improve these dimensions in order to
gain customers loyalty.
BIBLIOGRAPHY
References
Kotler Philip, marketing management, (Pearson education, 12th edition)
Malhotra K. Naresh, marketing research (An applied orientation), Research design,
(Prentice hall of India pvt. 5th edition)
Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing Integrated customer
Focus across the Firm (4th Edition)
M.K. Rampal : Service Marketing
Websites
www.google.com
www.wikipedia.org
www.marketresearch.com
en.wikipedia.org/wiki/Service quality
.
QUESTIONNAIRE
Respected Sir/Madam
I am student of PTU GZS CAMPUS, conducting a survey on SERVICE QUALITY OF OM GRC.
The following statements relate to your feelings about the GRC. Please show the extent to which you
believe Company has the feature described in the statement. I request you to the option which in
your opinion are believed to be true. All data will be kept confidential.
Name:
Age:
Educational Qualifications:
1. Om Grc has modern looking equipment.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
.
2. The Company's physical features are visually appealing.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
3. The Company's reception desk employees are neat appearing.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
4. Materials associated with the service (such as pamphlets or statements) are visually appealing at
the company.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
5. When the company promises to do something by a certain time, it does so.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
6. When you have a problem, the company shows a sincere interest in solving it.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
7. The company performs the service right the first time.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
8. The Company insists on error free records.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
9. Employees in the company tell you exactly when the services will be performed.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
10. Employees in the Company give you prompt service.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
11. Employees in the Company are always willing to help you.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
12. Employees in the Company are never too busy to respond to your request.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
13. The employees of the Company are trustworthy.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
14. The behavior of employees in the Company instills confidence in you.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
15. You feel safe in your transactions with the company
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
16. Employees in the Company have the knowledge to answer your questions.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
17. The Company gives you individual attention.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
18. The Company has operating hours convenient to all its customers.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
19. The Company has your best interests at heart.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree
20. The employees of the Company understand your specific needs.
(a) Strongly Disagree
(b) Disagree
(c) Neither agree nor disagree
(d) Agree
(e) Strongly Agree