Analysis

Service Quality is a critical issue for businesses and organizations that provide services. It refers to the ability of a business to deliver services that meet or exceed its customers’ expectations. Service quality affects customer satisfaction, loyalty, and the likelihood of repeat service use. The evaluation of service quality often includes various dimensions, such as tangibles, reliability, responsiveness, assurance, and empathy.

Objective

The objective of evaluating service quality is to determine how the business competes in the market and to identify areas for improvement. Organizations aim to understand their customers’ expectations, recognize their strengths and weaknesses, and develop strategies to improve the overall quality of their services.

Measurement

Service quality can be assessed using various methods, such as questionnaires and rating scales. Customers evaluate services on these dimensions using a Likert scale, usually ranging from “1 = Very Poor” to “5 = Excellent.” The difference between expectations and actual service performance provides the assessment of service quality.

References

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: Free Press.
Brown, T. J., & Swartz, T. A. (1989). A gap analysis of professional service quality. Journal of Services Marketing, 3(3), 35-44.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.