Service Quality—from Definition to Measurement

2015 WordsOct 1, 20109 Pages
Service Quality— From Definition to Measurement Introduction In recent years, more and more companies start to concentrate on the quality of their products. The products could be tangible as physical goods, or intangible like the service. This article is more about the service product. Since the service has no tangible form, the service quality is difficult to measure. Businesses want to get the information about the customers’ perceptions of the service they provided. Then they need to measure the service quality. A useful tool can be used is a multiple-item scale for measuring consumer perceptions of service quality called SERVQUAL. There is also another tool called SERVPERF which has the conflict with SERVQUAL. As the debate…show more content…
Overall, the service quality and consumer satisfaction are fairly relevant. Service quality measurement Due to the intangibility of service quality, it is very difficult for a firm to know whether the consumers satisfy their service or not. Although it is difficult to measure service quality, it is still a development of a multiple-item scale for measuring service quality which is called SERVQUAL (Parasuraman et al. 1988). The SERVQUAL was developed originally based on the 10 potentially dimensions which revealed by Parasuraman et al. (1985) as access, courtesy, communication, tangibles, understanding/knowing the customer, responsiveness, reliability, security, competence, and credibility. But the final dimensions of the SERVQUAL are only five, tangibles, reliability, responsiveness, assurance, empathy (Parasuraman et al. 1988). As the five dimensions have some relationship with the difficult of measuring service quality. First one is the tangibles which include the physical facilities, equipment and appearance of personnel that will affect the service quality by the external environment. Reliability and the other three dimensions are all the internal effects which relate to the service producer him or herself. These four dimensions are more difficult to control than the external one which is tangibles. Both of the expectations of the consumer to the service and perceptions of the provider’s performance can be assessed by the SERVQUAL method (McAlexander
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