Page 67 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes However, such gaps in service delivery give service providers numerous opportunities to
improve their service standards and meet customer expectations.
Customer service expectations can be measured along five dimensions of service quality:
assurance, empathy, reliability, responsiveness and service tangibles. Except for the dimension
of reliability, which is associated with the service outcome, all other dimensions are associated
with the service process.

Rater

The five dimensions are:

1. Reliability: This refers to the ability of the service provider to accurately perform the
promised service. This dimension of service quality conveys whether the service provider
keeps his promise regarding the efficient delivery of service, handling of customer
complaints, pricing and so on.
2. Assurance: It is the ability of the service provider and his employees to use their knowledge
and courteous behaviour to instil crust and confidence in customers regarding the service.
3. Tangibles: This dimension of service quality refers to those elements, which provide
tangibility to the service and include physical facilities, equipment of the service provider,
dress and appearance of the service personnel.
4. Empathy: It refers to the service provider’s ability to show concern for customers and
devote individual attention to each customer.
5. Responsiveness: It refers to the willingness of the service provider and his staff to provide
assistance and prompt service to customers.

4.2.1 Service Expectations

To deliver quality service, it is essential to understand customers’ expectations. To assess the
quality of service, customers compare their expectations with their perception of the service
provider’s performance. If service providers want to gain customers’ loyalty, they should
constantly meet customers’ expectations by performing consistently. Wrong interpretation of
customers’ expectations will cost the service provider heavily. Therefore, service providers
should take due care to minimize lapses in meeting customer expectations.
Customer expectations of service can be of two types: desired service and adequate service.

Desired Service

It is defined as the service that a customer desires and hopes to receive. In other words, the
desired service expectations of a customer are a combination of what he/she feels that a service
provider can offer and should offer. Customers are delighted when service performance exceeds
their desired service expectations. Desired service expectations of a customer increases when the
customer is experienced and has good knowledge of what to expect in the service.

Example: An executive who has travelled to many places on business and stayed in
various hotels is experienced in receiving services of a certain standard.
Thus, he desires and expects to receive a certain level of service at every hotel he stays in and is
likely to evaluate the hospitality offered at each new hotel on those parameters.

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