Disadvantages Of Service Quality

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

Service quality is one area which was studied extensively for the past four decades. In the field of service marketing, there are many definition for service quality. Parasuraman et al, (1988) defines service quality as a discrepancy between customers’ expectation and perception of a service or service experience and this is basically the perceived service quality. Based on this concept, Parasuraman et al. (1985), developed a model known as the SERVQUAL. The SERVQUAL model is based on 22-item scale and it measures service quality based on five dimensions which are reliability, responsiveness, tangibility, assurance and empathy. According to Parasuraman et. al (1985) these five dimension are generic and they are applicable across the industries. However, there are some critics to this model also such as Gronroos (1990) and Mangold and Babakus (1991) who opines that SERVQUAL solely focuses on the service delivery process while neglecting the outcome of the service. Interestingly, the inventors of SERVQUAL suggested the importance of both the functional and technical aspect of service quality in the model (Parasuraman et.al, 1985). However, they didn’t include the technical aspect but it in the instrument. The emphasis on the functional aspect is basically the American school which was

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,

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

When the competition was growing in service sector the demand for service quality was understood. At this time a new question was emerged, if it is possible to apply the principles of TQM in service industry. The literatures and viewpoints of different researchers made the latest moderations to TQM concepts and made TQM adaptable for service sector also.(2) Today, customers have a wide choice of service providers and they would choose only the best service providers in terms of quality, reliability, and profitability and who are at par with international standards. Therefore, the quality of service plays a dominant role and is a primary factor in ensuring the survival of the service provider in the global market. The whole focus is now concentrated on providing services to customer beyond his expectations. This concept is applicable to all service industries and has given birth to the concept of TQM in service

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

Perceived service quality as customer-based performances measure is also known as SERVQUAL Model. This study empirically examines organizational barriers to delivering high-quality service performance as measured by customer perceptions and expectations. Using the extended service-quality model developed by Zeithaml, Berry, and Parasuraman (Journal of Marketing, 52, 35-48) as a conceptual framework, five specific propositions implied by the model and by earlier studies contributing to its development were tested. Such testing required a complex research design involving five service companies as well as samples of customers, contact employees, and managers from each company. The results have

Furthermore, the other three questions of maximizing customer loyalty, determining that the customer service is of best quality and ascertaining that the customer is receiving the best possible service are addressed by discussing ‘Quality assurance’ for generating loyalty, implementing ‘Quality control’ measures to ensure that the customers gets the best quality and attaining ‘Quality improvement’ measures to provide best possible service through continuous improvement and innovation. Subject matter on benchmarking and total quality management is also emphasizes in depth.

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

Service Quality as described by (William G. Zikmund, 1993) “is the degree to which the performance of service provider’s matches customer expectations. It can also be defined as those essential characteristics of a service that measures its excellence”.

Paraschivescu and Caprioara have interpreted David A. Garvin’s dimensions of quality, arguing, quality is surely a strategic method to compete effectively quality strategy in considering numerous key dimensions like features, conformance, performance, durability, aesthetics, serviceability, perceived quality, and Reliability.

Today's managers have access to an amazing array of resources which they can use to improve their skills. Some use the classical management approach especially traditional organizations while others use scientific management approach to solving organization problems and enhancing efficiency and productivity. Any of these approaches can be used in either a product or service base organization. These resources either tangible or intangible used to improve the product or skill of an organization determines its quality. Furthermore, in a predominantly service sector like the banks, interest rate or cost of transaction may be a considerable factor for patronage but quality of service is another critical factor used to woo customers. Infact, it is the major factor because poor quality service can even erode the goodwill of the organization. Quality is a relative concept and that’s why what one person regards as high standard or fit to the purpose

Service quality has become a main idea for student academic to study in many industries especially in hospitality industry. In Wilson et al (2008), service can be discussed in the terms of below four characteristics:

An appropriate quality strategy would take into consideration various important dimensions of quality. The approach to quality dimensions represent the fact that customers value a product keeping in mind different dimensions. In general, there are three important dimensions of quality

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