Page 59 - DMGT206_PRODUCTION_AND_OPERATIONS_MANAGEMENT

Production and Operations Management

Notes 3.4 Dimensions of Service Quality

Quality is a concept related to the attitude of the customers and their comprehensive evaluation
of the service. It is built upon a series of evaluative experiences of the services delivered by the
organization to the customers. The service quality can only be accessed after the service is
consumed. The assessment of service quality is made during delivery of service when customer
encounters the service personnel. Customer satisfaction with service quality is defined by
comparing perceptions of service received with the perception of expected service of the
consumers. When the expectations exceed, service is perceived to be of exceptional quality and
gives a pleasant surprise to the customer.
Dimensions of service quality refer to the elements which customers judge as relevant in
developing a good quality service. Parasuraman, Zeithaml and Berry suggested that the criteria
used by consumers that are important in molding their expectations and perceptions have ten
dimensions; each of these dimensions is explained in the Box 3.2.

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Caution Firms are require to choose wide or narrow product or service lines on the basis
of organizational objectives and capabilities and market expectations.

Box 3.2: Service Quality Dimensions

1. Reliability: It means ability to provide what was promised dependably and accurately.
2. Tangibility: It means physical facilities and equipment and the appearance of the personnel.
3. Credibility: It means honesty and trustworthiness.
4. Responsiveness: It means the willingness to help customers and provide prompt service.
5. Communication: It means keeping customers informed in a language that they can
understand.
6. Security: It means physical, financial and confidentiality for the service delivery.
7. Competence: It means possession of required skills and knowledge to deliver the support
services.
8. Access: It means the ease of approach and contact with the organization personnel.
9. Empathy: It means degree of caring and individual attention provided to customer’s needs
and demands.
10. Courtesy: It means politeness, respect or friendliness in delivering the services.

Subsequent research has reduced these dimensions of service quality to five independent factors
namely reliability, responsiveness, assurance (a combination of competence, courtesy, credibility
and security), empathy (a combination of access, communication and understanding of customer)
and tangibles. There are four key factors that can influence a customer’s expectations, which may
help customers in shaping their expectations of a service:
1. Word of Mouth Communication: This is the communication that flows from one person to
another in a social loop and helps in formulating service quality perceptions.
2. Personal Needs and Preferences: The relative importance that the person gives to the
service as an essential part of the offer.

3. Past Experience: The customer expectations also depend upon past experiences of the
customer with the service provider.
4. External Communications: External communications like advertising, public relations
and other publicity tools also influence the quality of service perception.

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