Model Of The SERVQUAL Model

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,

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

The chosen business is Audi which there the Customers demands a high quality service which means before sale of the car, the actual process in the sale, and after sale service this helps the company retain their client. In this report you’ll see the writer has use some underpinning theories such as the Servqual Model, and Loyalty Ladder.

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

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

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)

Hung, Y. H., Huang, M. L., & Chen, K. S. (2003). Service quality evaluation by service quality performance matrix. Total Quality Management and Business Excellence.

However, many researchers have argued to the limitation of SERVQUAL scale. For example, Carman (1990) argued that the five dimensions should be specific for each industry and it should not be general (Carman, 1990). Moreover, Fan Chan (2008) also pointed out that SERVQUAL five dimensions cannot fully evaluate service quality of the hotel, and should be integrated with other dimensions (Chen, 2008). This is consistent with the finding of Rooma Roshnee Ramsaran- Fowdar (2007) that hotel core service was not represented in SERVQUAL and therefore the five dimensions cannot fully evaluated the service quality of hotel industry (Ramsaran-Fowdar, 2007).

SERVQUAL Model (Service Quality) developed by Parasuraman, Zeithaml, and Berry (1990). SERVQUAL built on their comparison of two main factors, namely real customer perception of the services they receive (Perceived Service) with actual services expected / desired (Expected Service). If the reality is more than expected, the quality of service can be said, but if the reality was less than expected, then the service is said to be inferior. If the same reality with expectations then the service satisfactory.

Parasuraman et al. (1985) suggest that service quality is judged on following parameters: tangibles, reliability, responsiveness, assurance, and empathy. Which service parameters do you think matters the

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).

In today’s world, the service sector dominates the different economies of developed and developing nations. Services require different management activities, “it differs a lot from the marketing of goods” (Berry, 1980). Indeed, services are considered as intangible, variable and perishable (marketingteacher.com). Thus, we can say that the traditional 4 p’s are not sufficient anymore. Indeed, the service marketing mix should now include three other elements, which are the physical evidence, the people and finally, the service process (learnmarketing.net). In addition, we can say that the marketing of goods is not as critical as the management of services quality, which occurs through the monitoring of customer satisfaction. In contrary to the marketing of goods which is more focused on the physical product component, services require a certain customer loyalty, this implying having good service marketing skills.

Customer service is a popular study and topic in recent decades. Today, with the development of technology and society, customer service is as important as product quality. Good service plays a very important role in the retail industry, which is reflected by convenience, integrity and caring during transactions. A hierarchical element structure of service quality which is based on five dimensions and twenty-eight attributes has been developed by Dabholkar (Martinelli , E., & Balboni, B, 2012). These five dimensions include Personal Interaction, Reliability, Physical Aspects, Policy, and Problem Solving. Not only the physical

Servicing companies offer an intangible product that cannot be touched or seen. Defining quality can be difficult with services. Since services is an experience, perception defines the quality of services (Reed & Sanders). Time and consistency are very important perceptual factors for measuring quality in a

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.