Page 224 - DMGT522_SERVICES MANAGEMENT

Unit 10: Service Quality

Three different types of marketing take place during the service transaction amongst the three Notes
entities:
External Marketing: The company does “external marketing” on the customer. It promises
benefits, explains features and assures satisfaction by way of advertising, public relations
exercises and other forms of corporate communication. It uses mass-media to convey its
promises. It “makes promises” to the customers.

Internal Marketing: The Company does internal marketing to its providers. The company
has to provide working space like offices, and equipments, like computers, and telephones
to its provider. It also has to recruit, select and trained appropriate employees, channel
partners, and franchisees. It enables the providers to complete the service transaction. The
company “enables its promises”.

Interactive Marketing: The providers do interactive marketing with the customer. The
provider is the one who interacts with the customers. The provider is the face of the
company and represents the company. Both the customer as well and provider get instant
feedback about each other during a service transaction. Their transaction reflects the
perception of the quality of the service. The provider “keeps the promises” made by the
company to the customers.

Task Give some examples of major external and interactive marketing campaigns run
by services firms.

10.3.4 SERVQUAL Model

This method says that customer service expectation can be measured along a few factors. There
are two versions of this method.
Dimensions of Service Quality

We will discuss two works both of which will give the totality of dimensions to service quality.
David A. Garvin: Eight dimensions of quality were identified by Garvin:
1. Performance: Every product is supposed to deliver benefits and the measure of its quality
is performance of the offer. A dish scourer, which can clean plates completely and quickly,
would be a performance measure.
2. Features: These are in addition to the core product, which does not come as standard
‘features’, like add-ons.

3. Reliability: This is a measure of the degree of probability of the product delivering what
had been promised.
4. Conformance: Delivery quality meeting design standards.

5. Durability: This is a measure of the length of time that a product can deliver benefits,
without deterioration.
6. Serviceability: If the product can be repaired with ease and speed, then it is a measure of
quality. It could include the behavioural dimension of service personnel, like their
politeness.
7. Aesthetics: This is a measure of the product’s looks, design, touch and feel.

LOVELY PROFESSIONAL UNIVERSITY 219