SERVQUAL and Product Quality

Jaap de Jonge
Editor, Netherlands

How is Product Quality Dealt with in SERVQUAL?
I agree in SERVQUAL product quality is not directly measured. This model was designed to assess service quality and not tangible goods. However, of course product quality does influence customer perceptions of service quality in at least 3 ways:

Tangibles Dimension:
- While SERVQUAL focuses on services, the Tangibles dimension assesses the physical aspects of service delivery, such as facilities, equipment, and appearance of personnel.
- If a service involves physical products (e.g., restaurant meals, hotel rooms, medical equipment in healthcare), their quality impacts the perceived service experience.
Reliability Dimension:
- Customers expect services to be delivered consistently and accurately. If a service relies on a product (e.g., a smartphone repair service), the quality of that product affects reliability.
- For example, a faulty replacement part in a repair service will lead to dissatisfaction with both the product and service quality.
Responsiveness and Assurance Dimensions:
- If a service provider sells or maintains products, customer confidence in the service is affected by how well the provider supports the product.
- For example, a poor-quality product may lead to frequent service interactions, affecting perceptions of responsiveness and assurance.

So although SERVQUAL doesn't explicitly measure product quality, product-related factors influence customer satisfaction with the service. Businesses must ensure that both product and service quality align to maintain high overall customer satisfaction.

Jaap de Jonge
Editor, Netherlands

How to Measure Product Quality?
As product quality is not measured directly in SERVQUAL, you can use another method for that.
A model that comes to mind is the "Eight Dimensions of Product Quality (Garvin).
David A. Garvin (1987) identified eight dimensions of product quality, which help businesses assess and improve their products. These dimensions provide a comprehensive framework for understanding how customers perceive quality.

PERFORMANCE
Refers to a product's primary operating characteristics—how well it functions based on customer expectations.
Example: A laptop's speed, camera quality, and battery life.
FEATURES
Additional supplementary characteristics that enhance a product's appeal beyond its core function.
Example: A car with heated seats, a sunroof, or an advanced infotainment system.
RELIABILITY
The consistency of performance over time—how often a product functions without failure.
Example: A vacuum cleaner that works efficiently for years without any breakdown.
CONFORMANCE
The degree to which a product meets established specifications or industry standards.
Example: A medical device adhering to strict testing and safety regulations.
DURABILITY
A product's lifespan before it needs replacement or repair.
Example: A high-quality PC lasting many years compared to a cheaper alternative that brakes down after a few years.
SERVICEABILITY
How easy it is to repair, maintain, or get support when issues arise.
Example: A mobile phone with accessible repair options and a strong warranty.
AESTHETICS
The visual appeal, feel, taste, or overall design of a product, which influences customer preference.
Example: A sleek, stylish mobile phone with a premium finish.
PERCEIVED QUALITY
Customers' subjective judgment of quality, often influenced by brand reputation, advertising, or reviews.
Example: A luxury face cream perceived as high quality due to its branding, even if cheap alternatives exist.

Measuring Garvin's 8 Dimensions

Importantly, Garvin's 8 product quality dimensions can be measured using various methods, though some dimensions are more objective (e.g., reliability, conformance) while others are subjective (e.g., aesthetics, perceived quality). Here's how each dimension can typically be assessed:

Performance (Objective & Subjective) - Laboratory testing, benchmarking, customer surveys, performance metrics (e.g., speed, efficiency).
Features (Objective & Subjective) - Feature comparison analysis, customer preference surveys.
Reliability (Objective) - Failure rate tracking, Mean Time Between Failures (MTBF), warranty claims analysis.
Conformance (Objective) - Quality control inspections, compliance tests, ISO standards assessment.
Durability (Objective) - Stress testing, material analysis, lifespan prediction models.
Serviceability (Objective & Subjective) - Service response time tracking, customer service feedback, repair cost analysis.
Aesthetics (Subjective) - Focus groups, user preference surveys, expert evaluations.
Perceived Quality (Subjective) - Brand reputation surveys, online reviews, Net Promoter Score (NPS).