BA 7052 SERVICES OPERATIONS MANAGEMENT

1. Dimensions of Service Quality
G GOPINATH
ASST PROF - MECH

2. Background: A Study
SERVQUAL was developed in the 1980s by some Amercan scholars: A.
Parasuraman, V.A. Zeithaml, and L.L. Berry. It was developed as a tool for
measuring service quality by comparing customers perception of the service
delivered with their desired expectations.
When expectations are not met, the service is deemed unacceptable. When
perception is in line with expectation, the service quality is satisfactory.
However, the service is rated as exceptional when the perception exceeds
expectation.
The study observed that customers measure the quality of service received
along five areas or dimensions: Responsiveness, Reliability, Assurance,
Empathy, Tangibles.

3. The 5 Dimensions

4. Reliability

5. Definition
The ability to provide what was promised dependably and
accurately.
This dimension is a measure of how reliable our customers
perceive us to be. Can they trust us to deliver on our brand
promise?
Application
•Deal honestly with enrollees.
•Ensure data is correctly entered on identification cards and on
enrollee list.
•Maintain good relationship with providers to ensure smooth
access to care for enrollees

6. Responsiveness

7. Definition
This is the willingness to help customers and provide prompt
service.
Application
•Respond to emails promptly
•Pick up calls on time and be sure to return missed calls

8. Assurance

9. Definition
The ability to convey trust and confidence, and demonstrate
knowledge and confidence.
Application
•Know your products and process

10. Empathy

11. Definition
Care and individual attention given to customers
Application
•Show concern when interacting with enrollees
•Listen actively

12. Tangibles

13. Definition
Physical appearance of personnel, facilities and equipment
Application
•Maintain clear and friendly tone of voice over the phone
•Design and appearance of email
•Dressing and presentation of front desk representative, as
well as appearance of reception area

14. Thank You!
G.GOPINATH