What
is SERVQUAL? Description
The SERVQUAL method from Valarie A. Zeithaml, A. Parasuraman, and Leonard
L. Berry is a technique that can be used for performing a gap analysis of
an organization's service quality performance against customer service quality
needs.
SERVQUAL is an empirically derived method that may be used by a services
organization to improve service quality. The method involves the development
of an understanding of the perceived service needs of target customers. These
measured perceptions of service quality for the organization in question,
are then compared against an organization that is "excellent". The resulting
gap analysis may then be used as a driver for service quality improvement.
SERVQUAL takes into account the perceptions of customers of the relative importance
of service attributes. This allows an organization to prioritize. And to use
its resources to improve the most critical service attributes.
The data are collected via surveys of a sample of customers. In these surveys,
these customers respond to a series of questions based around a number of
key service dimensions.
The methodology was originally based around 5 key dimensions:
- Tangibles. Appearance of physical facilities, equipment, personnel,
and communication materials.
- Reliability. Ability to perform the promised service dependably
and accurately.
- Responsiveness. Willingness to help customers and provide prompt
service.
- Assurance. Knowledge and courtesy of employees and their ability
to convey trust and confidence.
- Empathy. The firm provides care and individualized attention
to its customers.
This has been adapted later by some to cover:
- Tangibles. Appearance of physical facilities, equipment, personnel,
and communication materials.
- Reliability. Ability to perform the promised service dependably
and accurately.
- Responsiveness. Willingness to help customers and provide prompt
service.
- Competence. Possession of required skill and knowledge to perform
service.
- Courtesy. Politeness, respect, consideration and friendliness
of contact personnel.
- Credibility. Trustworthiness, believability, honesty of the service
provider.
- Feel secure. Freedom from danger, risk, or doubt.
- Access. Approachable and easy of contact.
- Communication. Listens to its customers and acknowledges their
comments. Keeps customers informed. In a language which they can understand.
- Understanding the customer. Making the effort to know customers
and their needs.
Origin of SERVQUAL. History
The authors conducted a qualitative study, from which they concluded that
customers ranked the importance of two SERVQUAL dimensions consistently. Regardless
of service industry. Reliability is the most important contributing factor
to service quality and tangibles is the least important.
Usage of SERVQUAL. Applications
- SERVQUAL is widely used within service industries to understand
the perceptions of target customers regarding their service needs. And to
provide a measurement of the service quality of the organization.
- SERVQUAL may also be applied internally to understand employees'
perceptions of service quality. With the objective of achieving service
improvement.
Steps in SERVQUAL. Process
The method essentially involves conducting a sample survey of customers
so that their perceived service needs are understood. And for measuring their
perceptions of service quality for the organization in question.
Customers are asked to answer numerous questions within each dimension that
determines:
- The relative importance of each attribute.
- A measurement of performance expectations that would relate to an "excellent"
company.
- A measurement of performance for the company in question.
This provides an assessment of the gap between desired and actual performance,
together with a ranking of the importance of service criteria. This allows
an organization to focus its resources. To maximize service quality whilst
costs are controlled.
Strengths of SERVQUAL. Benefits
Most users would agree that a comprehensive and thorough examination of
service needs and service quality provides an invaluable approach to improving
service quality. SERVQUAL provides detailed information about:
- Customer perceptions of service (a benchmark established by your own
customers)
- Performance levels as perceived by customers
- Customer comments and suggestions
- Impressions from employees with respect to customers expectations and
satisfaction
Limitations of SERVQUAL. Disadvantages
There have been a number of studies that doubt the validity of the 5 dimensions.
And of the uniform applicability of the method for all service sectors. According
to an analysis by Thomas P. Van Dyke, Victor R. Prybutok, and Leon A. Kappelman,
it appears that the use of difference scores in calculating SERVQUAL contributes
to problems with the reliability, discriminant validity, convergent validity,
and predictive validity of the measurement. These findings suggest that caution
should be exercised in the use of SERVQUAL scores and that further work is
needed in the development of measures for assessing the quality of information
services.
Assumptions of SERVQUAL. Conditions
- The results of market surveys are accurate. The validity of the model
is based around the results of empirical studies. A number of academics
have since performed further empirical studies that appear to contradict
some of the original findings.
- Customer needs can be documented and captured, and they remain stable
during the whole process.
Book: Zeithaml Parasuraman Berry - Delivering Quality Service:
Balancing Customer Perceptions and Expectations. -

Journal: Parasuraman, Berry, and Zeithaml (1988) - SERVQUAL:
A multiple-item scale for measuring customer perceptions of service quality
- Journal of retailing 64 (1) Spring. 12-40 -

Journal: Parasuraman, Berry, and Zeithaml (1991) - Refinement
and reassessment of the SERVQUAL scale - Journal of retailing 67 (4) Winter.
420-450 -

Journal: Parasuraman, Zeithaml, and Berry (1985) - A conceptual
model of service quality and its implications for future research - Journal
of marketing 49 (4) Fall. 41-50 -

Journal: Parasuraman, Zeithaml, and Berry (1994) - Alternative
scales for measuring service quality: A comparative assessment based on psychometric
and diagnostic criteria - Journal of marketing 70 (3) Fall. 201-230 -

Recent User Comments
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Tess - USA
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Calculating SERVQUAL |
"I am working on my thesis and I am using the SERVQUAL method to calculate the variations in expectations among hotel personnel. Where can I find more information on how to calculate the results from the surveys?" |
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A. Bhattacharya - India
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Marketing Models |
"I believe the dimensions relating to service quality are culture specific. Therefore, the dimensions considered for the Western society may not be relevant for India which is remarkably different from West in respect of culture. In fact, same set of dimensions may not hold good even for all regions in India, the reason being that India is highly heterogeneous in respect of its culture." |
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M.Yaseen Khan - India
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Validity in Retail |
"How SERVQUAL could be authentic in Retail specially in indian market?" |
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Younes Mazlumi - Iran
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Product Quality |
"There is no pure service. The Gaps model is better to include product quality as well." |
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Paul MBA - UK
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Gap 5 in servqual model |
"It is relevant to note that the difference between the expected service by the customer and the perceived service by the customer (= gap 5) in the SERVQUAL model equals the sum of the gaps 1 + 2 + 3 + 4. As a result, gap 5 can only be influenced indirectly by management; by changing the gaps 1 to 4." |
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Best User Comments
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Theresa - S-Africa
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Change in perceptions |
"Service quality perceptions and expectations may change over time. How can Servqual deal with the dynamics of changing customer expectations?" |
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Dave - UK
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Acronym |
"The original attributes (key dimensions) are sometimes rearranged to form the acronym: RATER." |
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