Explain The Five Dimensions Of Service Quality

For different types of companies, quality might refer to quality of products or quality of service. Compares with quality of products, service quality is much more difficult to measure because service is intangible and acts and processes only existing in time. In addition, service has unique characteristic which cannot be found in products, such as customer influence, inseparability of production and consumption, heterogeneity, perishability and labor intensity (Nie & Kellogg, 1999). Even though, there are still many practitioners and academics are keen on measuring service quality because it has already emerged as a key strategic issue. Companies want to better understand service quality, and to establish methods for improving quality to achieve competitive advantage and build customer loyalty (Abdullah, 2006). Based on the importance of service quality, an increasing number of literatures and companies pay attention to measuring

Brandy and Cronin (2001) introduced their own dimensions of service quality which are 1.) service environment, 2.) customer-employee interaction, and 3.) service outcome. These dimensions are considered the sources of quality of a service. Different dimensions of service quality have been introduced and accepted in past researches and studies but the 5 dimensions of Zeithaml et al., (1988) were proved to be the most reliable and credible. One of the most important strategies service providers can use to position themselves effectively in a competitive environment, and to distinguish themselves from competitors, is to provide and improve service quality to ensure the customer satisfaction (Cronin & Taylor,

Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66 (1), 33-55.

Different customers have different expectation than others: one could like the same hotel and everything but another person can say that the same hotel isn’t good , so we could say everyone has their own way of how they perceive things. Service quality can cover meetings and exceeding customer expectations (Zeithaml and Gronroos,

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

This was in relation to the service provider and the customer interaction during service delivery. The instrument was used to measure consumer expectations for service quality in three restaurant segments: quick service, casual/theme, and fine dining (Stevens et al, 1995). DINESERV is recommended as a reliable, reasonably simple instrument for outlining how consumers view a restaurant’s value. The original DINESERV instrument contained 40 service quality items, with the updated version now containing 29 items measured on a seven-point scale, consisting of 5 service elements, similar to SERVQUAL (Kim et al, 2009). In the restaurant industry, tangibles relate to a restaurant’s physical layout, appearance of staff and cleanliness. Reliability covers billing accuracy, freshness and temperature of the food, and receiving the food ordered. Responsiveness refers to staff assistance with the menu or wine list or appropriate and promptness of response to customers’ needs and requests. Within a restaurant, assurance means that customers should be able to trust the recommendations of staff, be confident in knowing that food is free from contamination and be able to say any issue without worrying. Finally, empathy refers to providing a personalised service to each

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 is important in the food and beverage industries, that customer always have a high expectation and needs while dining in the restaurant. To find out how well the service provided, quality is a main element to every service. According to Haksever et al (2000), “Quality is ‘the totality of features and characteristics of a product or service that bears on its ability to satisfy given needs’”. Therefore, service quality is one of the main point in every restaurants to allow them improve and upgrade their level of image and reputation. In this report, Bella Italia was chosen to have an overview of its service quality. It will be find out how well the service practice was made and which part of service can be improve within the restaurant by using the service quality analysis, service recovery, customer feedback mechanism and benchmarking.

1. Introduction Customer service is the act of taking care and meeting the needs and desires of any customer by providing and delivering services of high quality and assistance at professional level. We have many such organisations which are dedicated to their profession and providing their quality services to their clientele. Taking the example of Burger King (BK) a multi-national chain of hamburger fast-food organisation with millions of customers worldwide. Burger King was founded in 1954, is the world’s second largest fast food hamburger chain. It is also known as the original Home Of The Whopper. BK is committed to serve their products with premium ingredients, signature recipes, and family-friendly dining experience is what has defined

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:

Before going over the issues of the service performance, it is very crucial to know the components of service experience which are categorized into four components: the service workers, the service setting, the service customers and the service process. The service workers include those who interact with the customer (such as waiters or bank tellers) and those who contribute to the service delivery out of the customer’s sight (such as chefs or bank accountants). The service setting includes physical environment in which the service occurs. The service customers are the ones that are receiving the service. Last of all is the service process, which is the sequence of activities necessary to deliver the service (Fisk, Grove & John, 2014, p.21).

In order to achieve the service quality for the customers, it needs to have reliability, responsiveness, assurance, empathy and tangibles to meet the client’s satisfaction. (Adele Berndt, 2004)

Customization and service quality are both important aspects for any successful restaurant. These components have many different qualities that can ultimately be very beneficial for businesses or quite the contrary. By executing these qualities in a particular restaurant setting it is likely that the given company will prosper. For my application paper I will focus in on how customization and service quality can be improved specifically at Charley G’s Restaurant in Lafayette, Louisiana.

Sureshchandra, Rajendran and Anantharaman (2002) identified five critical aspects of service quality from the customers point of view namely core service/service product, human element of service delivery, systematisation of service delivery, tangibles of service and lastly social responsibility in order to conceptualise service quality. Table 1 will further provide an explanation to the five critical aspects of service quality as outlined by Sureshchandra et al (2002).

What is the relationship between Dimensions of Service Quality and Customer Satisfaction in regards to The Langham Hotel, Auckland?