SERVICE QUALITY
Service quality is the difference between the customers perception of how well a service meets or exceeds their expectations. It is the level of conformance of service to customer specifications and expectations.
Contd.
The evidence of poor service quality in everyday life abounds. Trains are late, flights are delayed, teachers do not perform, telephone faults remain unattended, salespeople are rude, and water taps go dry and so on. However, it is unlikely that excellent service quality goes unnoticed. Research indicates that consumers use five criteria to judge service quality.
SERVQUAL ATTRIBUTES
Continued
Sometimes customers will use all the dimensions to determine the service quality perceptions, at other times not. For example, for an ATM, empathy is not likely to be a relevant dimension. And in a phone encounter to schedule a repair, tangibles will not be relevant.
GAPS MODEL
Provider GAP 2: Not Having the Right Service Quality Designs and Standards
Poor service design (unsystematic new service development process, vague and undefined service design, poor service positioning) Absence of customer-driven standards Inappropriate physical evidence and servicescape (failure to develop tangibles, inadequate maintenance and updating of the servicescape)
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