“ pAsURING SERVICE QUALITY THROUGH SERVQUAL
from last few years, service quality has been a most researched part
erviceS marketing and the major focus of marketers have been on
Pst al quality management and overall customer satisfaction. As discussed
earlier Parasuraman, Zeithaml & Berry (1985) have developed a
measurement instrument called as SERVQUAL for assessing service
quality across various service settings®. Primarily, SERVQUAL consisted
of ten dimensions namely reliability, responsiveness, competence, Access,
courtesy, communication, credibility, security, understanding the
customer and tangibles. Later, few of the dimensions were clubbed
together depending upon their shared characteristics such as assurance
was later introduced by clubbing security, credibility, courtesy and
empathy resulted from access, communication and understanding the
customer. Dimensions and items of SERVQUAL have been presented
jn Table 2:
SERVQUAL has a total count of 22 statements divided into five
dimensions as below:
Tangibles 4 items
Reliability 5 items
Responsiveness 4 items
Assurance 4 items
Empathy 5 items
Table 2 : Dimensions and items of SERVQUAL
XYZ will have up to date equipment.
Tangibles 1.
2. Physical facility of XYZ will be appealing.
3. Employees will be well dressed and neat.
4, Material and tools used to deliver the service
will be visually appealing.
Reliability 1. XYZ meet the promised time frame to deliver
the service.
2. XYZ is sympathetic and reassure the solution
when customer has problem.rovide the service at promised
form the service right at very
time:
7 keep accurate records.
t7, They shouldn’t inform customers exact time
ice delivery (negative).
Iris not appropriate to expect prompt
from the employee (negative). ice
3, XYZ employees don’t always have to be
tomers (negative). willing
‘ to help the cus!
it is ok if employees are too busy to give
4
hould be able to trust employees
~ Customers s
a
Assurance 1 of XYZ.
2, Customers should feel safe during the
transactions with the employees of this firm,
_ XYZ employees should be polite.
4, Employees should get adequate support from
the firm to perform their jobs well.
Empathy 1, Employees should not be expected to give
individual attention (negative).
2. Employees of XYZ cannot be expected to give
customers personal attention (negative).
ployees to know
3. It is unrealistic to expect em)
needs of their customer are
what the
(negative).
It is unrealistic to expect these firms to have
their customer’s best interests at heart
(negative).
5, They should be expected to have operating
hours convenient to all the customers:
(negative).
oes
of serv!
#
1 Scale
le developed by Parasuraman, Zeithaml! & Berry (1985)°