MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan).

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Presentation transcript:

MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Comparison of expectations with performance. An achievement in customer service. A focused evaluation that reflects the customer's perception of specific dimensions of service: Reliability Assurance Tangibles Responsiveness Empathy MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

A business with high service quality will meet customer needs while remaining economically competitive. Improved service quality may increase economic competitiveness. This aim may be achieved by : understanding and improving operational processes; identifying problems quickly and systematically; establishing valid and reliable service performance measures and measuring customer satisfaction and other performance outcomes. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Service quality affects customer satisfaction by providing performance (real benefits). For example, if consumers believe they have entered the McDonald's restaurant, they will get food, service, high quality everywhere the same, no matter the location of the restaurant. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

In Crux MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Determinants of Service Quality MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

The benefits of measuring service quality include: You will be able to identify where services need improving in the view of your users. It will enable you to provide services that are more closely aligned with the expectations of your users. It will allow you to compare your service quality with peer institutions in an effort to develop benchmarks. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Quality management frameworkLater called RATER Developed By a group of American authors, 'Parsu' Parasuraman, Valarie Zeithaml and Len Berry, in As per this model, Quality is the ‘gap between service expectations & service perception.’ MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Percieved Services on: Reliability, responsiveness, assurance, tangibles & empathy MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

SERVQUAL service quality model consists of several quality gaps (Q) which are as follows: MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

The SERVQUAL authors originally identified ten elements of service quality, but in later work, these were collapsed into five factors - reliability, assurance, tangibles, empathy and responsiveness - that create the acronym RATER. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Given by Cronin & Taylor in 1992 HISTORY: Some researchers believe measuring the gap between expectation and perception, psychometrically cannot obtain superior assessment of service quality. Hence, in 1992 Cronin and Taylor recommended the SERVPERF model that was based on performance in service quality measurement. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

 Cronin & Taylor argued that the conceptualization & operationalisation of SERVQUAL are inadequate measure of relationship between service quality, customer satisfaction & purchase intention.  Thus, Cronin & Taylor analyzed & tested a performance model i.e. SERVPERF. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)

Dimensions of SERVPERF are same as SERVQUAL but consider Performance as Statements. MS. Priya - Teaching Asstt (BPSMV Khanpur Kalan)