Quality And Quality: What Is Service Quality?

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Quality is a driving force for improved competitiveness, customer satisfaction and profitability (Edvardsson, 1992). As for service quality, e.g. American Marketing Organization defines it in two ways: first, it is an area of study that defines and describes how services are delivered so thatthe service recipient is satisfied; second, high quality service is a delivery of service that meets and exceeds the expectations of the customers. Parasumaran et al. (1985) state that service quality is defined by the customer evaluation of service outcome and service process as well as a comparison of customer expectations with service performance. Hence, service quality can be thought as the fit between current service level and customer expectations. Park et al. (2004) define service quality as a consumer‟s overall impression of efficiency of an organization and its services. Thus, customer satisfaction is a judgment made based on a specific service encounter. Chen & Chang (2005) suggest that service quality is a process.
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Parasuraman et al., (1985) proposed that service quality is a function of the difference between expectation and performance along all the quality dimensions. Customer perceptions of service quality are influenced by five socalled
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