Paper 8 The dimensions of service quality: The original European perspective revisited Author: Mels Gerhard, Boshoff Christo, Nel Deon Presented by: Thang Dao

OJECTIVES To investigate the empirical factor structure of SERVQUAL To use the findings of the first step to propose a restricted factor analysis model of SERVQUAL To assess this model by means of confirmatory factor analysis

PREVIOUS WORKS Parasuraman and Berry published empirical evidence from five service industries which suggested that five dimensions more appropriately capture the perceived service quality construct. Reliability, Responsiveness, Assurance, Empathy and Tangible In 1985, researchers conceptualized quality as a gap between consumer’s expectations and perceptions. Spreng and Singh (1993) have hinted at the possible combination of some of the five dimensions due to high inter-correlations.

SERVQUAL Model 6

METHODOLOGY The samples The SERVQUAL instrument was first administrated to three independent sample of 650 clients. The sample were asked to evaluate the service quality of their banks, insurance brokers and their motor repair service sections, by means of a mail survey and using a five point Likert-type scale. 180 (27.7%) useable questionnaires return for the banks 138 (21.2%) - insurance broker 133 (20.5%) – motor vehicle repair service

METHODOLOGY (con’t) Statistical Procedure This method is used to see the difference scores of the tangible items of SERVQUAL are regarded as measurements of extrinsic service quality, while averages of the difference scores of the reliability, the responsiveness, the assurance and the empathy items are used to measure intrinsic service quality.

INTRINSIC AND EXTRINSIC Intrinsic: the service shows that all almost all of the items refer direct to the actions of employees (responsiveness, assurance and empathy) or indirectly (reliability) or it could be also be term “interaction quality” as they refer to the service quality produced by human interaction during the service encounter. Extrinsic: service quality refers to the tangible aspects of service delivery. Ex: A bank statement is issued or a room and bed is provided

CONCLUSIONS The most important of this study is that the empirical factor of structure of the SERVQUAL instrument consists of two empirical factors : Intrinsic and Extrinsic service quality