Advantages And Disadvantages Of The SERVQUAL Model

Service quality is referred to a valuation of how good a delivered service meets the customer’s expectation. Upper management

Service quality - refers to difference between the level of service that is expected from consumers and the perception of the service that is actually received. (Caruana,

The Gaps Model of Service Quality was originally developed for application in the financial service sector. The model was

Wang (2010) defined service quality as global judgement or an attitude towards the superiority of a service. Bitner and Hubbert (1994) also define service quality as “the customer’s overall impression of the relative inferiority and superiority of the organization and its services”. Moreover, Zeithaml and Bitner (2003) define “service quality is a focused evaluation that reflects the customer’s perception of specific dimensions of

This chapter discusses literature review of theories and models and conceptual framework which is evidence of the study variables - Quality of service and customer satisfaction. The definition of Service, quality, customer satisfaction, the concept of quality of service, and the relationship between service quality and customer satisfaction is briefly discussed.

Sales take place on facts more readily than on assumptions. Customer satisfaction is also a result of actually delivering value to the customer which he measures by factors like price, delivery and quality. Service is an important feature in any customer relationship and this too is dependant on these reasons that convey a perception of reliability.

The key to ensuring good quality service is meeting or exceeding what the customers expect from services. Judgements of high and low quality depend on how customers the actual service performance in the context of what they expected. Service quality, as perceived by the customers, can be defined as the extent of discrepancy but customers’ expectations or desires and their

Giese and Cote (2000) have found that there is no single definition of customer satisfaction, and suggest that satisfaction can be explained best as a response to an evaluation process. The authors further suggest that problems occur when selecting a definition and comparing results when “operationalizing” the definition. Therefore, organizations must use care tailoring the survey specifically to the type of customer satisfaction questions which can be customized for particular needs. Other studies suggest there is a relationship between variables relating to the students goal achievement and social integration into academic life (Wetzel, O’Toole, & Peterson, 1999). Academic and social factors appeared to be the most important reason for persisting to graduation. Wetzel et al., (1999) further found that progress in academic work measured by GPA and hours attempted and earned guided the attrition/retention decision. Colleges and universities should definitely track

Source : Adapted from A. Parasuraman, Valerie Zeithaml, and Leonard Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall 1985)

This study endeavors to look at the relationship between service quality dimensions and overall Service & Infrastructure Quality (Layout of Classrooms, campus, security, parking, tuition, IT facility, and Fair and Unbiased treatment of School) and student’s satisfaction. Besides, this study is likewise looking at basic elements in administration quality measurements (tangibility, responsiveness, reliability, assurance and empathy) that contribute most as per the general inclination of the students. This study was directed utilizing an arrangement of poll to 200 students from Texas A&M University. The study will give comes about because of observational test of these connections. The exact after effects of this study can give backing to the Parasuraman 's SERVQUAL (1985), which identified with the elements adding agreeable to students.

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

Customer preferences are important concept within services marketing theory. According to my review, service quality have significant relationship with customer preferences. Their finding indicates that the service quality provided by staff is fundamental and crucial to the customer satisfaction in the restaurants. Furthermore, customers will choose the restaurants based on their satisfaction level. In another study by Cronin and Taylor (1992), the study have shown the perceived service quality can greatly affect customers’ satisfaction and customer preferences. Many restaurants out there will pay more attention on service quality because it will directly influencing the customer preferences which will lead to customer revisit and customer will become loyalty to the restaurants. And will directly affect he restaurant revenue. In addition, Yüksel & Yüksel (2002) stated that service quality had the most significant impact on dining satisfaction at the aggregate market

Researcher’s trust that the service quality theory depends on the literature of client satisfaction and product quality. In other words, service quality can be defined as the customer’s overall journey of experience with the product, which can be measured by customer satisfaction while experiencing the service.

SERVQUAL is a model used to measure service quality management in relation to customer service quality needs. It analyzes the gap between the two. In measuring service quality, SERVQUAL has been proved to be the most popularly used instrument in the past one decade. Oftenly, it is used to measure service quality of a service providing organizations to compare the expectations of customers beforehand and their perception in regard to the services being offered (Shahin, 2010). The model can be employed to assess the quality of services provided by any service organization, it being universal. Services are economic activities, they provide benefits, and create value for clients. As such, there is a need for measurement of their quality at specific points due to the desire for change, or on behalf of the customers that receive the services (Shahin, 2010).

Service quality represents a fundamental aspect of delivery, which strongly influences consumer satisfaction and, as a result, loyalty. In today’s global market a customer’s service expectation has to be met and exceeded eventually in order to retain customers as well as achieve success. Perceived quality of a product or a service is becoming one of the major competitive factors in the business world and has led to the innovation of the ‘Quality Era’ (Peeler, 1996). In simple words, the comparison of customer expectations with service performance is service quality. On the other hand, customer satisfaction is defined as a pleasurable fulfilment response toward a good, service, benefit, or reward (Oliver, 1997). Both of these