Service Quality Measurement Essay

1152 words - 5 pages

Date: 080

Service Quality Measurement

Service Quality as against product quality

Unlike products, service is created and consumed at the same time. In other words, service is a "co-creation product", where the provider and receiver are joint producers. Consequently, no quality assessment is comprehensive and complete unless it takes into account customer types, their idiosyncrasies and moods besides service providers' response.

Conceptual Frame work for measurement

The second essential ingredient of a Quality Assessment process is comprehensive definition of service quality. The universally accepted definition of service quality is the SERVQUAL Model developed by Prof. Parsuraman and his colleagues from University of Miami. This model defines service quality as consisting of the following five dimensions.






Mystery customer methodology: The following are the three most important methodological considerations for developing a robust mystery customer audit design:

Customer profiling:

It is essential that we conduct an exhaustive research of daily operations and develop typical customer profiles encountered by the service providers. In absence of this research input, the field investigator acting as mystery customer is unable to act out as genuine customer in a convincing manner and conduct comprehensive assessment. Besides, in absence of any specific agenda / role to act out, he is often "lead" by the service provider which frustrates the objective of audit process.

Dimensionalising the attributes:

The field investigator deputed to act as a mystery customer is a good observer but not a researcher. It is essential that he is provided with specific observable and measurable attributes for any dimension.

Typically if we take an example of evaluating a sales person and consider Appearance as sub attribute, then rather than expecting the field officer to comment / evaluate generally his appearance in qualitative terms, it is better to split it as follows into sub attributes ( only illustrative and not exhaustive ) and expect him to rate on a numerical scale :



Personal Hygiene


Voice and modulation

Clarity of communication

Command over language

In practice, we further divided each of the above attribute to make the assessment hard , observable and comparable. This makes our report and feed back meaningful and actionable.


In case of multiple audits it is not possible to depend on a small set of (2 or 3) field investigator. Some times a team of 5 to 10 investigators conducts evaluation at different times, in different outlets. In order that all these evaluations are least influenced by subjective factors, rigorous team training using Delphi methodology is desirable. A rigorous...

Find Another Essay On Service Quality Measurement

Measuring a Hotel's Quality of Customer Service

660 words - 3 pages Measuring a Hotel's Quality of Customer Service It is quite difficult to measure the quality of a service, because the satisfaction of the customer depends on many intangible factors and psychological features. The principal methods to evaluate services are: SERVQUAL, Gap Analysis, Tolerance zone and Walking Audits. We are going to explain this methods and study if we could apply them to the hotel

Restaurant Quality and Why Its a never Ending Technique

846 words - 4 pages Quality area unit some things that is exhausting to stipulate as a results of if you raise ten people they will give you ten altogether completely different answers. this text area unit that specialize in why quality is so important among the edifice business. restaurants got to perceive that the quality of their product and repair unit of measurement being evaluated daily by every shopper. every shopper evaluates the quality of the merchandise

Research on Customer Perception of Companies

1178 words - 5 pages , reliability, assurance, responsiveness, and empathy. They framed 22 questions and conducted interview on focus group based on five dimensions. Bolton & Drew (1991) states that measurement of overall service quality affected by perception of performance levels. Also it indicates that direct measure of disconfirmations more important than expectation of customers. Cronin and Taylor (1992) stated that the performance only approach to service quality

Background: The Service Quality Models

1335 words - 5 pages model was short of an explanatory power and precision in measurement. Also, Cronin and Taylor (1992) —citied in Burch, Rogers, and Underwood, 2007— claimed that P- E gap is not a proper approach for measuring service quality. However, both Cronin and Taylor provoked a controversial debate over SERVQUAL scale of PZB versus their developed SERVPERF scale. In process management, flexibility is demonstrated through adapting various control chart


1594 words - 6 pages consider in figuring out if service was good or bad. Schneider et al (2004) says that, one possibility is that people think about service experiences as wholes, without considering several aspects of service at all. This position has not been as well supported as the substitute- that people base their evaluations of service quality on multiple aspects of their service experience. The measurement of service quality has typically proceeded under the

Management or Control? The use of Performance Measurement in the Public Sector

3516 words - 14 pages to a lack of proper management which should be derived from the private sector, and the need for an emphasis on the role of the consumer leading to improved quality at lower cost. Performance measurement approaches represent an attempt to address both the consumerist and managerialist agendas.It is important to note that the New Labour Government, post 1997 has, despite criticising the Conservatives whilst in opposition for its reform of the

TQM vs. Six Sigma

999 words - 4 pages expectations in a service process. Six Sigma is a measure of quality that strives for near elimination of defects using the application of statistical methods. The fundamental objective of the Six Sigma methodology is the implementation of a measurement-based strategy that focuses on process improvement and variation reduction (Antony). Six Sigma is a system that provides a statistical goal for process improvement, but also provides an extensive

Service Quality and client Satisfaction: Cases of Multiple Providers of Agricultural Extension Service in Bangladesh

757 words - 4 pages along with other dimensions. Despite its popularity, SERVQUAL has both theoretical and operational limitations which have been underpinned by different theorists. Five dimensions in SERVQUAL may not cover all service aspects of the organizations and are not universals. Babakus and Boller (1992) argued that the number of service quality dimensions is depending on the particular service. Brown, et al., (1993) explained that measurement of scores of

Outlets Must be On Their Toes to Compete in Today's Market

938 words - 4 pages cannot afford to relax & take the customers lightly. Service quality is of the paramount importance when one talks about delivering the services to customers. This study demonstrated the actual measurement of service quality in Ranchi the outlets of Reliance Fresh & Big Bazaar where the customers overall evaluation of service quality was examined with the help of SERVQUAL model. The finding of the study reveals the difference in customer’s perception

Measuring success in Information Systems

1171 words - 5 pages When accessing the performance of an IS, Palmius (2007) cites three types of approach are the most common: economical benefit, usability measurement and measurement of user/customer satisfaction. Economical benefits are linked frequently in return on investments (ROI) and cost-benefit analysis (CBA). Usability measurements regularly refer to interface quality while user/consumer satisfaction indicates quality of service studies. All of these

Total Quality Management

879 words - 4 pages a product or related service to meet the level of measurement. So quality is the life of the product and service. The concept of customer value represents a dramatic improvement over the traditional approach to quality, the "conformance to specified standards" approach (Bounds et al; 1994)Historical overview of quality movementThe historical overview of quality through four distinct eras: inspection, statistical quality control, quality

Similar Essays

Managing Public Transport Using Customer Satisfaction Data

1110 words - 5 pages operationally) and Q2: In what way can measures/data on subjective experience contribute to transport policy making?A further discussion will be provided below. The Pros and Cons of Measuring Objective and Subjective Data Commence with the concept of service quality, satisfaction is an substantial idea which known as noted value to comply with customer expectation (Edvardsson 1998). Therefore, it is needed satisfaction measurement in perceiving

A Measure Of Delight : The Persuit Of Quality At At&T Universal Card Service

1561 words - 6 pages associate evaluation.Clearly, the practices involved in managing service quality in this particular firm provided a competitive advantage by allowing shift and efficient response to market demand. However, the sophisticated design of AT&T's quality measurement system eventually transformed its associates from a state of continuous improvement to obsession for excellence. Efficient and "real time" quality measurement expressed through live

Servqual Essay

4249 words - 17 pages resources. While there have been efforts to study service quality, there has been no general agreement on the measurement of the concept. The majority of the work to date has attempted to use the SERVQUAL (Parasuraman et al., 1985; 1988) methodology in an effort to measure service quality (e.g. Brooks et al., 1999; Chaston, 1994; Edvardsson et al., 1997; Lings and Brooks, 1998; Reynoso and Moore, 1995; Young and Varble, 1997; Sahney et al., 2004). One

Employee Performance Measurment Essay

2246 words - 9 pages decisions about what we do. Employee performance measurement measures: Effectiveness- A process indicating the degree to which the process output (work product) conforms to requirements. Efficiency- A process indicating the degree to which the process produces the required output at minimum cost. Quality- The degree to which a product or service meets customer requirements, expectations, tastes and preferences. Timeliness- Measures whether work