2. Introduction
One of the critical tasks of service companies is service
quality management. Quality means the degree of
excellence in service performance. Consumers perceive
the quality of service by experiencing the consumption
process and by comparing the experience with their
expectations.
3. How service quality is perceived
When service organisations understand how services
are evaluated by consumers in terms of quality, it is
possible to design strategies to manage these
evaluations and influence them in desired direction.
In a service encounter, buyer seller interaction takes
place in large no. and leaves an impact. Thus a
methodology is necessary to understand how
customers perceive quality.
Gronross has identified two dimensions of service
quality in relation to quality perception by customers.
They are technical quality and functional quality.
4. Technical quality: what is offered to the customer from
the organisation and what customers receive in their
interactions with the service firm is called technical
product. In other words it speaks of the technical
quality of blueprinting and its execution. Technical
quality moulds the first impression of customers.
Functional quality: research study indicate that
customers will be influenced mostly by the way
technical quality is transferred to them.
5. Expected quality vs experienced
quality
Generally consumers get influenced by four important
factors while forming expectations.
Market communication: service firms
communicate, through direct and indirect channels, to
the target market relating to the features and
specialties of BSP. This is a promise the service
provider makes with the customer.
Image: the image of service firm at the corporate level
as well as the local level influence the expectations of
the customer. It pervades various dimensions.
6. Word of mouth communication: This is an informal and
strongest communication channel. Consumers often take
advise from others whom they consider friend rather than
service provider.
Customer needs: besides the three factors mentioned
above, the need intensity of customers influence the
expectations. A relaxed customer may expect quality of
high level compared to a customer who is hard pressed for
time. For example in the case of health care services, at the
time of emergency, people expect better and quicker
response than in normal conditions.
7. Total perceived quality
The total perceived quality of customer can be
calculated by comparing expected quality with
experienced quality. If the two are same consumer
feels satisfied with service.
8. Determinants of service quality
Alfrecht and zemke identified four factors that
influence the perceived service quality. They are:
(I) Care and concern
(II) Spontaneity
(III) Problem solving
(IV) Recovery
9. A comprehensive study was carried out by Parasuraman, Zeithmal and
Berry to identify the determinants of perceived service quality. They
have identified ten determinants of service quality.
(I) Reliability
(II) Responsiveness
(III) Competence
(IV) Access
(V) Courtesy
(VI) Communication
(VII) Credibility
(VIII)Security
(IX) Understanding the customer
(X) tangibles
10. The researchers later in 1998 condensed the list of ten
to five in order to avoid repetitiveness and provide
universal applicability
(I) Tangibles
(II) Reliability
(III) Responsiveness
(IV) Assurance
(V) Empathy
11. Gronroos developed a six criteria of good perceived
service
(I) Professionalism and skill
(II) Attitude and behavior
(III) Accessibility and flexibility
(IV) Reliability and trustworthiness
(V) Recovery
(VI) Reputation and credibility
12. Managerial process for service
quality
Service firms should develop quality focused
managerial processes to ensure continuous quality
performance as desired by the customer. In order to
achieve the quality objectives, an integrated and
coordinated work of three participant groups is
necessary. The groups that influence the service
quality are:
(I) The management
(II) The employees
(III) The customer
