The popular tool used for measuring quality in services is called 'Servqual' and is based on the service quality difference diagram. Servqual was developed by Parasuraman and others and is basically a multiple-item scale used for measuring the five criteria of service quality, i.e, reliability, willingness, empathy, assurance, assurance and tangibles. Thus, it measures consumer perceptions of service quality. Servqual can also be used in marketing studies for comparing service firms to identify the criteria of superior service quality and also those areas in which they lack as compared to competitors and improvement can subsequently result. It has been found that the quality of service of a service has two distinct components:
The technical service quality: The outcome component of the service delivery process and functional service quality: The service encounter component during which the customer and server interact.
There are five main criteria which have been identified by carrying out market research on the basis of which service quality is determined.
1) Reliability: It implies the capacity of the service firm to deliver the promised service depending and accurately. This means that the same service is performed every time, in the same way and without mistakes. For e.g., Receiving the newspaper or milk at approximately the same time each day is quite important for people.
2) Willingness: It refers to how willing employees are to help customers and provide prompt service. Customers do not like to wait unnecessary and if this happens, it reflects badly on the quality of service.
3) Assurance: It means the knowledge that the providers possess which enables them to perform the service competently. It also includes attitudes like courtesy, politeness and respect for customers. This conveys trust and confidence and generally convinces the customer that the server holds the customer's best interest on a high pedestal.
4) Empathy: It means the power of understanding the customers feelings and need which allows the server to care for him and provide personal attention to him. With this, a customer feels that he can approach the server with confidence and has a feeling of security.
5) Tangibles: It includes the overall appearance of the surroundings, equipment, information material (brochures, handouts, menus etc) and personnel. This can act as visible evidence of the care and attention to details shown by the service firm.
The technical service quality: The outcome component of the service delivery process and functional service quality: The service encounter component during which the customer and server interact.
There are five main criteria which have been identified by carrying out market research on the basis of which service quality is determined.
1) Reliability: It implies the capacity of the service firm to deliver the promised service depending and accurately. This means that the same service is performed every time, in the same way and without mistakes. For e.g., Receiving the newspaper or milk at approximately the same time each day is quite important for people.
2) Willingness: It refers to how willing employees are to help customers and provide prompt service. Customers do not like to wait unnecessary and if this happens, it reflects badly on the quality of service.
3) Assurance: It means the knowledge that the providers possess which enables them to perform the service competently. It also includes attitudes like courtesy, politeness and respect for customers. This conveys trust and confidence and generally convinces the customer that the server holds the customer's best interest on a high pedestal.
4) Empathy: It means the power of understanding the customers feelings and need which allows the server to care for him and provide personal attention to him. With this, a customer feels that he can approach the server with confidence and has a feeling of security.
5) Tangibles: It includes the overall appearance of the surroundings, equipment, information material (brochures, handouts, menus etc) and personnel. This can act as visible evidence of the care and attention to details shown by the service firm.
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