Wednesday, June 18, 2014

Service gap model .. SERVQUAL ..

Prof. Parasuraman of Texas A&M univ.
The SERVQUAL model was developed by Parasuraman, Zeithami and Berry in 1988. Parasuraman was a speaker in one of the symposiums in Alliance University, Bangalore a couple of years back.

Servqual model (service quality) explains in very clear terms what are the different gaps across customer expectations, management perception, system design, service delivery and customer perceptions and they proposed one method of how the gap 5 (between customer perceptions and expectations) can be measured quantitatively by asking a series of 22 questions relating to the 5 Factors - RATER - Reliability, Assurance, Tangibles, Empathy and Responsiveness .

Click for the original paper here from ResearchGate ..

The GAPs in service expectations, design,  delivery and perception :

Gap 1 - difference between what customer expects and what managements perceives are the customers expectations

Gap 2 - difference between what management perceives and the service design

Gap 3 - difference between service design and what service delivery

Gap 4 - difference between service delivery and what customer perceives as service

Gap 5 - difference between customer expectations and customer perception,

The SERVQUAL model helps to understand GAP 5, ie the gap between customer expectations and customer perceptions of the service.

The 22 questions measuring instrument is given here .. 

The P-E score can be calculated for each of the 5 parameters and corrective actions can be initiated for those parameters. .

The total P-E score gives what the customer feels about the service.

If perceptions - expectations (P-E) is positive, it is customer delight 
If perceptions = expectations, it is just okay service 
If perceptions - expectations (P-E) is negative, it is deficient service


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