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Unit 6: Service Quality
perception of the quality of the service. The provider keeps the promises made by the Notes
company to the customers.
Task Give some examples of major external and interactive marketing campaigns
run by services firms.
6.2.4 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 products looks, design, touch and feel.
8. Perceived quality: Consumers develop a perception due to company-controlled stimuli
like advertising, publicity and brand promotion, and social effects like word-of-mouth.
A Parasuraman et al: Parasuraman, Valerie Zeithaml and Leonard Berry identified five
dimensions with which consumers judge services.
1. Reliability: The service should be performed with dependability, and as per its promise.
2. Responsiveness: This concerns the attitude of the service provider to be willing to provide
service. It also includes their sensitivity as well as timeliness in responding to customer
requests.
3. Assurance: This relates to the knowledge, skill and competence of the service providers. It
also indicates their ability to generate trust and faith, and also capability in service delivery
with politeness and consideration.
4. Empathy: This dimension relates to caring, feeling as well as the ability to give personalized
service.
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