1. SERVICE QUALITY
A quick overview

2. Service Quality Perspectives
“Failure is Not an Option”
“In the Eye of the Beholder”
“You Never Get a Second Chance ..
To Make a First Impression”

3. A Tool for Measuring Service Quality
The SERVQUAL Approach
A Tool for Measuring Service Quality

4. Customer Expectations
Personal needs
Past Experience
Expected service
Perceived Service
Service Delivery
Management
Perceptions of
Customer Expectations
Service Quality
Specifications
External
Communication
to Customers
Provider
Word-of-mouth
communications
Gap #5
Gap #3
Gap #4
Gap #2
Gap #1
Customer
The SERVQUAL Service Quality Model
Chase Exhibit 7.12 is based on this figure

5. Dimensions of Quality in SERVQUAL
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Dimensions are briefly outlined in Chase Exhibit 7.12/7.13
Importance weightings (not necessarily equal) can be allocated between these dimensions.

6. The SERVQUAL Gaps Knowledge Gap Standards Gap Delivery Gap
Communication Gap
Perception - Expectation Gap (net result of previous gaps)
Analysis of these Gaps can assist in determining the service quality areas that need the most improvement.

7. SERVQUAL Application Areas
Has been used by many different companies in several different industries including:
Banks
Hospitals
Hotels
Restaurants
Telephone Companies
Libraries
IS Providers
etc.

8. The SERVQUAL Instrument
Developed by Parasuraman et al. (1985)
A questionnaire with two sets of 22 questions (on scale of 1-7) each:
For Expectations
For Perceptions
SERVQUAL forms (for a bank) are available on CD accompanying the Chase text: access from main menu, or directly read servqual.doc
Another sample set (adapted for an internal IS group) is appended to this presentation

9. Example of SERVQUAL Instrument (adapted for an internal IS group)

13. On Service Quality ..

14. .. On Service Quality