2. QUALITY????????????
• Conformance to standards
• Conformance to specifications
• Service quality is a term which describes
a comparison of expectations from service
with its performance.
• The difference between what customers
expect and what they perceive themselves
to be receiving”.

3. • Improved service quality may increase
economic competitiveness.
• 2 Types: Internal and External

4. Dimensions of Service Quality
Reliability:
Perform promised service
dependably and accurately. Example:
receive mail at same time each day.
Responsiveness: Willingness to help
customers promptly. Example: avoid
keeping customers waiting for no
apparent reason.

5. Dimensions of Service Quality
Assurance: Ability to convey trust and
confidence. Example: being polite and
showing respect for customer.
Empathy: Ability to be approachable.
Example: being a good listener.
Tangibles: Physical facilities and
facilitating goods. Example:
cleanliness.

6. Perceived Service Quality
Word of Personal Past
mouth needs experience
Service Quality Expected Service Quality Assessment
Dimensions service 1. Expectations exceeded
Reliability ES<PS (Quality surprise)
Responsiveness 2. Expectations met
Assurance Perceived ES~PS (Satisfactory quality)
Empathy service 3. Expectations not met
Tangibles ES>PS (Unacceptable quality)

7. SERVICE QUALITY MODEL
• The service quality model or the ‘GAP model’
developed by a group of authors- Parasuraman,
Zenithal and Berry at Texas and North Carolina
in 1985 , highlights the main requirements for
delivering high service quality.
• It identifies five ‘gaps’ that cause unsuccessful
delivery.
• Customers generally have a tendency to compare
the service they 'experience' with the service they
'expect' . If the experience does not match the
expectation , there arises a gap.

8. Customer Customer Satisfaction Customer
GAP 5
Perceptions Expectations
Managing the Customer / Understanding
Evidence Marketing Research the Customer
Communication
GAP 4 GAP 1
Management
Service
Perceptions
Delivery of Customer
Expectations
Conformance
Design GAP 2
GAP 3
Conformance Service Design
Service
Standards

9. • GAP One: Management perception gap
(The difference between expected
service by customers and the
management’s perceptions of consumer
expectations)
• GAP Two: Quality specification gap (The
difference between company perception
of customer expectation and customer
driven service designs and standards)
• GAP Three: Service delivery gap (The
difference between customer-driven
service designs and standards and
service delivery)

10. • GAP Four: Market communication gap
(The difference between service delivery
and external communications to the
customers)
• GAP Five: Perceived service quality gap
(The gap between perceived service and
expected service)

11. COMPONENTS OF SERVICE QUALITY
• TECHNICAL
• FUNCTIONAL

12. IMPROVING SERVQUAL Attributes
RELIABILITY ASSURANCE
Providing service as promised Employees who instill confidence
Dependability in handling in customers
customers’ service problems Making customers feel safe in their
Performing services right the transactions
first time Employees who are consistently
Providing services at the courteous
promised time Employees who have the
Maintaining error-free records knowledge to answer customer
questions
RESPONSIVENESS EMPATHY
Giving customers individual attention
Keeping customers informed
Employees who deal with customers in
as to when services will be a caring fashion
performed
Having the customer’s best interest at
Prompt service to customers heart
Willingness to help Employees who understand the needs
customers of their customers
Readiness to respond to Convenient business hours
customers’ requests

13. TANGIBLES
Modern equipment
Visually appealing
facilities
Employees who have
a neat, professional
appearance
Visually appealing
materials associated
with the service

14. IMPROVING SERVICE
QUALITY
Benchmarking
• Firms position in relative to competitors
• Best ways to improve competitive advantage
• Areas for benchmarking are
1. Advertising
2. R&d
3. Distribution
4. Marketing

15. SERVICE BLUEPRINTING
• Breaking down the basic process and structure
• Consists of various approaches
• Value chain analysis
• Story boarding

16. Process of blue printing
• Chart all components of a service
• Identification of fail points
• Quality targets for a service
• Identify all the evidence of service.
Represent an encounter point

17. THANK YOU