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SERVQUAL: A tool to measure service quality

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  1. Overview of service quality.
    1. What is service?
    2. What is service quality?
    3. What is the difference between service quality and manufacturing quality?
    4. How to measure service quality?
  2. Servqual.
    1. How the scale was determined?
  3. Other tools and theories about service quality.
    1. Gronroos dimensions.
    2. Gummesson's dimensions.
    3. Content and form.
  4. Conclusion
  5. References

SERVQUAL consists of a model developed by Parasuraman, Zeithaml and Berry (1986) which helps measure service quality through a series of steps. It concentrates on the notion of perceived quality. ?Perceived quality refers to a consumer's judgment about a product's overall excellence? (Zeithaml). ?Perceived quality is more subjective than other definitions of quality? (Zeithaml). Through research conducted with focus groups, the researchers asked about the characteristics a service provider should have in order to have high quality. They found out that consistently all of the members of the focus group had similar criteria. With these findings, they created 10 quality dimensions. Later on, researchers found that these 10 dimensions overlapped and that customers could only distinguish 5 dimensions. (4. Parasuraman, Zeithaml and Berry 1986). This perception of service quality builds up from attitudes developed by customers over time towards a product or service. The other element present is consumer satisfaction that has been achieved by the actual use of a product or service.

[...] Conclusion SERVQUAL is a useful tool to establish customers' expectations and perceptions grouping them into quality dimensions. Although SERVQUAL has a fixed building structure, its development concept could be use to create scales adapted to particular service needs. This helps organizations focus on efforts to develop services that are fitted to customers' requirements. However this is not the available only tool to assess the quality of a service. It has proved that some other dimensions (such as recovery) or some other aspects (such as the tangibles) should also be taken into consideration. [...]


[...] Other tools and theories about Service Quality Gronroos' Dimensions In 1990, Gronroos determined 6 criteria to measure service quality. He mainly focused on the functional rather than the technical issues (6. Gronroos, 1990). The dimensions proposed by Gronroos are close to the one developed in the SERVQUAL model: - Professionalism and Skills - Attitudes and Behaviors - Accessibility and Flexibility - Reliability and Trustworthiness - Recovery - Reputation and Credibility Let's have a closer look on the dimensions that slightly or fairly differs from the SERVQUAL model. [...]


[...] This tool was used by the researchers because of previous studies established that this was a good way to examine the quality of an instrument. Factorial analysis was then performed in order to group the survey items in to common categories. These categories had low correlation between them, thus confirming that the dimensions extracted were correct. These dimensions were later on defined as the following: availability, responsiveness, timeliness, completeness and pleasantness of support. Once the dimensions have been determined, calculations can be performed for each of them considering mean and distribution. [...]

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