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Essay / Research Paper Abstract
This 5 page paper provides an introduction to the SERVQUAL method for measuring service quality. The paper identifies the dimensions and how it is used. The writer comments on the need for everyone in the organization to work towards high service quality. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: ME12_PGsrvqul.rtf
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Unformatted sample text from the term paper:
very few ways to accurately measure the quality of service. The quality of service is an abstract concept and an elusive construct. According to these authors, there are three features
that are unique to service, which are: "intangibility, heterogeneity, and inseparability of production and consumption" (Parasuraman, Zeithamil and Berry 1988, p. 13). There is just no quantitative method to assess
how customers perceive the quality of services they receive from a company. This was their seminal paper in terms of presenting validity and reliability for their assessment model. They had
introduced the model in 1985. To fill this gap, the authors designed a multiple-item scale to measure the quality of services. The measure perceived quality by the consumer. The authors
explain that objective quality considers some sort of mechanistic aspect of the service. Perceived quality is subjective and refers to how consumers perceive the quality (Parasuraman, Zeithamil and Berry 1988,
p. 15). The criteria consumers use to assess service quality can be incorporated into ten dimensions that may overlap. These are "tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding/knowing
the customer, and access" (Parasuraman, Zeithamil and Berry 1988, p. 17). The authors used these results to develop the SERVQUAL scale. They began with 10 dimensions and 97 items. Through
testing, experimenting and trials, these were reduced to five dimensions with 22 items. The resulting five dimensions are: tangibles, reliability, responsiveness, assurance and empathy (Parasuraman, Zeithamil and Berry 1988, p.
25). When using SERVQUAL, companies are looking for gaps between the ideal and the real. There are three potential gaps: management perceptions of what customers expect and what they really
expect; management perceptions of service quality specifications the actual standards gap; the difference between service delivery and what is communicated externally as promises; and the difference between what customers expect
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