Question

Garvin has developed eight dimensions that can be used in the assessment of the quality of a product. Similarly, some other authors have worked on the dimensions that can be used in the evaluation of the quality of a service.

A. Identify five main dimensions that can be used in the assessment of service quality. [10 marks].

B. As part of the ISO 9001:2015 requirements, a company has to measure the level of service quality offered to its customers.

Using the dimensions listed in (a), describe fully a method that your company can employ to assess its service quality as perceived by its clients. Illustrate the tool or model that you will use. [20 marks]  

Answer 1

# Five main Dimensions that can be used in the Assessment of Service Quality-

1. Tangibility

Since services are tangible, customers derive their perception of service quality by comparing the tangible associated with these services provided. It is the appearance of the physical facilities, equipment, personnel and communication materials. In this survey, on the questionnaire designed, the customers respond to the questions about the physical layout and the facilities that FFR offers to its customers.

2. Reliability

It is the ability to perform the promised service dependably and accurately. Reliability means that the company delivers on its promises-promises about delivery,sevice provision, problem resolutions and pricing. Customers want to do business with companies that keep their promises, particularly their promises about the service outcomes and core service attributes. All companies need to be aware of customer expectation of reliability. Firms that do not provide the core service that customers think they are buying fail their customers in the most direct way.

3.Responsiveness

It is the willingness to help customers and provide prompt service. This dimension emphasizes attentiveness and promptness in dealing with customer’s requests, questions, complaints and problems. Responsiveness is communicated to customers by length of time they have to wait for assistance, answers to questions or attention to problems. Responsiveness also captures the notion of flexibility and ability to customize the service to customer needs.

4. Assurance

It means to inspire trust and confidence. Assurance is defined as employees’ knowledge of courtesy and the ability of the firm and its employees to inspire trust and confidence. This dimension is likely to be particularly important for the services that the customers perceives as involving high rising and/or about which they feel uncertain about the ability to evaluate. Trust and confidence may be embodied in the person who links the customer to the company, for example, the marketing department. Thus, employees are aware of the importance to create trust and confidence from the customers to gain competitive advantage and for customers’ loyalty.

5. Empathy

It means to provide caring individualized attention the firm provide its customers. In some countries, it is essential to provide individual attention to show to the customer that the company does best to satisfy his needs. Empathy is an additional plus that the trust and confidence of the customers and at the same time increase the loyalty. In this competitive world, the customer’s requirements are rising day after day and it is the companies’ duties to their maximum to meet the demands of customers, else customers who do not receive individual attention will search elsewhere.

# Method that can be used by a company to assess its service quality as percived by its Clients-I am using SERVQUAL TOOL. it is based on a set of five dimensions which have been consistently ranked by customers to be most important for service quality, regardless of service industry.

The SERVQUAL instrument developed by Parasuraman et al (1991) has proved popular, being used in many studies of service quality. This is because it has a generic application and is a practical approach to any area. A number of researchers have applied the SERVQUAL model to measure service quality in the hospitality industry with modified constructs to suit specific hospitality situations.

The SERVQUAL Instrument measures the five dimensions of Service Quality. These five dimensions are:

tangibility, reliability, responsiveness, assurance and empathy.(explained above).

These five SERVQUAL dimensions are used to measure the gap between customers’ expectations for excellence and their perception of the actual service delivered. The SERVQUAL instrument, when applied over time, can help you understand both customer expectations, perceptions of specific services, and areas of needed quality improvements.

SERVQUAL has been used in many ways, such as identifying specific service elements that need improvement, and targeting training opportunities for service staff.

Proper development of items used in the SERVQUAL instrument provides rich item-level information that leads to practical implications for a service manager.

Service quality questions

There are many types of questions that can be asked in a Service Quality Questionnaire. They should focus on the customer’s interaction with the customer service rep (positive and negative), the service and experience overall, and if the customer would use your service again. It’s also good to have a couple open text questions so your customers can write in their own feedback.

Sample questions include:

• The service rep was helpful (strongly agree to strongly disagree)
• Which of the qualities about the service did you like (include a list patient, friendly, attentive, willing to help, empathetic, etc)
• Was there anything about our service that stood out to you? (open-text response)
• Over the next 12 months, how likely are you to use our product or service again (strongly agree to strongly disagree).

# Taking Example of Restaurant-

In restaurants, service quality tends to focus on timely service (not too rushed or too slow), server attentiveness, and friendliness.

In fine dining restaurants with a fairly engaged experience, an expected part of service quality is the ability to make relevant recommendations. This can be easily measured by a manager asking the customer questions at the end of the meal, such as “how satisfied were you with the server's recommendations?” The manager can also ask if the order placed was influenced by the recommendation(s).

However, this is clearly not a measure that would be relevant in a quick service restaurant, showing the importance of context. In quick service restaurants, things like order accuracy and speed of delivery are more accurate measurements. To gather this data, you can put a link to a survey on a receipt and giveaway a free menu item upon completion.