SERVQUAL

Definition

SERVQUAL is a multi-item scale used to measure service quality by assessing the gap between customer expectations and perceptions of the service received. It is a widely used framework in the context of the Gap Model of Service Quality.

5 Must Know Facts For Your Next Test

1. SERVQUAL measures service quality across five key dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy.
2. The SERVQUAL model identifies five key gaps that can lead to a discrepancy between customer expectations and perceptions of service quality.
3. The SERVQUAL instrument uses a 22-item questionnaire to assess customer perceptions and expectations, with responses measured on a 7-point Likert scale.
4. SERVQUAL is a valuable tool for organizations to identify areas for service improvement and enhance customer satisfaction.
5. The SERVQUAL model has been widely applied and adapted in various service industries, including healthcare, banking, hospitality, and education.

Review Questions

• Explain the purpose and key components of the SERVQUAL model.
  • The SERVQUAL model is a framework used to measure service quality by assessing the gap between customer expectations and their perceptions of the actual service received. It evaluates service quality across five key dimensions: Tangibles (the physical aspects of the service), Reliability (the ability to perform the promised service dependably and accurately), Responsiveness (the willingness to help customers and provide prompt service), Assurance (the knowledge and courtesy of employees and their ability to inspire trust and confidence), and Empathy (the caring, individualized attention provided to customers). By identifying the gaps between expectations and perceptions, the SERVQUAL model helps organizations understand where they can improve their service delivery to better meet customer needs.
• Describe how the SERVQUAL instrument is used to measure service quality.
  • The SERVQUAL instrument utilizes a 22-item questionnaire to assess customer perceptions and expectations of service quality. Respondents are asked to rate their expectations and perceptions of the service on a 7-point Likert scale, with 1 representing 'Strongly Disagree' and 7 representing 'Strongly Agree.' The difference between the perception and expectation scores for each item is calculated to determine the service quality gap. By analyzing the gaps across the five service quality dimensions, organizations can identify specific areas where they are falling short of customer expectations and prioritize improvements to enhance overall service quality.
• Evaluate the role of the SERVQUAL model within the broader context of the Gap Model of Service Quality.
  • The SERVQUAL model is a key component of the Gap Model of Service Quality, which outlines five distinct gaps that can contribute to a discrepancy between expected and perceived service. The SERVQUAL instrument directly addresses the fifth gap, which is the difference between customer expectations and their perceptions of the actual service delivered. By measuring this gap across the five service quality dimensions, the SERVQUAL model provides valuable insights that can help organizations identify the root causes of the other gaps in the model, such as the gap between management's perceptions of customer expectations and the actual customer expectations (Gap 1), or the gap between service quality specifications and the service actually delivered (Gap 3). Ultimately, the SERVQUAL model serves as a powerful diagnostic tool to guide service improvement efforts and enhance overall service quality within the broader framework of the Gap Model.

Related terms

Service Quality:

The difference between customer expectations of a service and their perceptions of the actual service performance.

Perceived Service: The customer's evaluation of the service they have received, based on their expectations and experiences.

Service Expectations: The level of service a customer anticipates or desires to receive, which serves as a benchmark for evaluating the actual service performance.