In this presentation you will know about what is Service, Purpose/ Objective/ Principle of service Quality, SERVQUAL MODEL& Dimensions AND GAP MODEL

1. SERVICE QUALITY EVALUATION
GUIDED BY:
DR. SHREE KUMAR SIR GROUP NO:20
PRESENTED BY:
NIKITA JAISWAL(3118BBA035)
PRACHI M VORA(3118BBA042)
SHAISTA HEJAB(3118BBA060)

2. CONTENTS
 INTRODUCTION
 WHAT IS SERVICE?
 5 I’s of services
 What is service quality?
 Examples
 Purpose of service quality
 Objectives of service quality
 Principles of service quality
 Service quality assessment
 SERVQUAL MODEL
 Dimensions of service quality
 Service quality gap model
 Conclusion

3. INTRODUCTION
 Consumers all over the world have become more
quality conscious; therefore customer’s
requirements for higher quality service have
been increased.
 In spite of the criticality of service quality to
businesses, measuring service quality causes
difficulties to service providers, as of the unique
characteristics of services: intangibility,
heterogeneity, inseparability and perishability. In
sight of this, services need a distinctive
framework for quality clarification and
measurement. Among the major frameworks,
SERVQUAL model developed is most preferred
and widely used model for measuring service
quality in service industry.

4. WHAT IS SERVICE?
A type of economic activity that is intangible, is
not stored and does not result in ownership. A
service is consumed at the point of sale. Services
are one of the two key components of economics,
the other being goods. Examples of
services include the transfer of goods, such as the
postal service delivering mail, and the use of
expertise or experience, such as a person visiting
a doctor.

5. 5 I’S OF SERVICES
 INTANGIBILITY:
You cannot touch or handle them.
 INVENTORY(PERISHABILITY):
You cannot store them for future use.
 INSEPARABILITY:
The provider must deliver the service at the time of consumption.
 INCONSISTENCY:
Each delivery of a particular service is not exactly same as the
previous ones.
 INVOLVEMENT:
Both the consumer and provider of a service participate in its
provision.

6. WHAT IS SERVICE QUALITY?
 Service quality is a comparison
of perceived expectations (E) of
a service with perceived
performance (P), giving rise to
the equation SQ=P-E.

7. EXAMPLES
RESTAURANTS:
The service quality tends to focus on
timely service, server attentiveness,
and friendliness. An expected part of
service quality is the ability to make
relevant recommendtions.

8. Customer’s car must be fixed and
completed on time. This is mostly focused
on the service itself, and less about the
interactions with the technician or front
desk attendant.
AUTOMOTIVE:

9. PURPOSE OF SERVICE QUALITY
CUSTOMER
RETENTION
DECREASE
COSTS
IMPROVE
PRODUCTIVITY
INCREASE
MARKET
SHARE
INCREASE
PROFITABILITY

10. OBJECTIVES OF SERVICE QUALITY
 To meet assessed needs.
 To concentrate on service users.
 To work for the complete dignity and well
being of service users.
 To ensure that we are fit to provide
service.
 To provide the highest quality
comprehensive service to all customers.
 To work with customers to enhance the
quality of their daily life.

11. PRINCIPLES OF SERVICE
QUALITY
 Attracting new customers costs more than
retaining existing customers.
 Understand your customer needs and meet
them.
 Customer service must be consistent.
 Employees are customer too.
 Open all communication channels.
 People expect good customer service everywhere.

12. SERVICE QUALITY ASSESSMENT
EXPECTED
SERVICE
PERCEIVED
SERVICE
SERVICE QUALITY
ASSESSMENT
1.EXPECTATIONS NOT MET
ES >PS (Unacceptable
quality)
2. EXPECTATIONS MET
ES = PS (Satisfactory quality)
3. EXPECTATIONS
EXCEEDED
ES < PS (Excellent quality)
SERVICE
QUALITY
DIMENSIONS
RELIABILITY
RESPONSIVENESS
ASSURANCE
EMPATHY
TANGIBLES
JN

13. SERVICE QUALITY MEASUREMENT
SERVQUAL MODEL
SERVQUALis based on a set of five dimensions which have
been consistently ranked by customers to be most
important for service quality.
These five dimensions are used to measure the gap between
customers expectations for excellence and their perception
of the actual service delivered.
The SERVQUAL instrument can help you understand both
customer expectations, perceptions of specific services, and
areas of needed quality improvements, and targeting
training opportunities for training staff.

14. DIMENSIONS OF SERVICE QUALITY

15.  RELIABILITY: Ability to perform the promised
services on time , consistently, error free ,
dependably and accurately.
Example: Receive mail at same time each day.
 RESPONSIVENESS: Willingness to help customers
and provide prompt service.
 ASSURANCE: Knowledge and courtesy of employees
and their ability to convey trust and confidence.
 EMPATHY: The caring, approachable,
understanding and individualized attention the firm
provides its customers.
 TANGIBLES: Appearance of physical facilities,
equipment, personnel, and communication
materials.

16. SERVICE QUAITY GAP MODEL

17. GAP 1: KNOWLEDGE GAP
The knowledge gap is the difference between the
customers expectations of the service and the
company’s provision of that service. This gap arises
due to:
 Lack of management and customer interaction.
 Lack of communication between service employees
and management.
 Insufficient market research.
 Insufficient relationship focus.
 Failure to listen to customercomplaints.

18. MEASURES TO IMPROVE GAP 1
 Communicating with the customers.
 Conducting market research.
 Encouraging upward communication in
the organization.
 Decreasing the number of layers of
management.

19. GAP 2: THE POLICY GAP
The policy gap is the difference between
management’s understanding of the
customer needs and the translation of
that understanding into service delivery
policies and standards.
There are a number of reasons why this
gap can occur:
 Lack of customer service standards.
 Poorly defined service levels.
 Failure to regularly update service level
standards.

20. MEASURES TO IMPROVE GAP 2
 Ensure a good proportion of senior
management remuneration is aligned to
service quality.
 Set, communicate and reinforce quality
standards.
 Set measurable service quality goals.
 Train managers to be service quality
leaders.
 Update policies regularly.
 Reward staff for the achievement of
quality goals.

21. GAP 3: THE DELIVERY GAP
The delivery gap is the difference between service
delivery policies and standards and the actual
delivery of the service.
This gap can occur for a number of reasons:
 Deficiencies in human resources policies.
 Failure to match supply to demand.
 Employee lack of knowledge of the product.
 Lack of cohesive teamwork to deliver the product
or service.

22. MEASURES TO IMPROVE GAP 3
 Train employees.
 Empower employees.
 Provide the right technology, tools,
and equipment.
 Focus on internal marketing.
 Take steps to retain high
performing employees.

23. GAP 4: THE COMMUNICATION GAP
The communication gap is the gap between what
gets promised to customers through advertising
and what gets delivered.
This gap arises due to:
 Ineffective management of customer expectation.
 Overpromising in advertising, personal selling, or
through physical evidence cues.
 Failure to manage customer expectation through
all forms of communication.
 Failure to educate customer adequately.
 Inadequate horizontal communications.
 Insufficient communications between the
operations and advertising teams.
 Pricing of services

24. MEASURES TO IMPROVE GAP 4
 Getting employee input to your
advertising campaigns.
 Use reality advertising by using real
customers , real reviews, and real
employees etc.
 Manage customer expectations
realistically.

25. GAP 5: THE CUSTOMER GAP
The customer gap is the difference between
customer expectations and customer
perceptions. This gap occurs because
customers do not always understand what
the service has done for them or they
misinterpret the service quality.
A restaurant manager may keep visiting their
consumer to ensure quality check and
consumer satisfaction but the consumer may
interpret that there is something wrong in
the service provided by the restaurant staff.

26. CONCLUSION
Improving service quality requires
measuring service quality, identifying gaps,
and implementing measures to close those
gaps. RATER( responsiveness, assurance,
tangibles, empathy and reliability) provides
a useful model for measuring service
quality. The service quality gaps provides a
conceptual model for thinking about where
the organization is falling short in meeting
customer expectations. Improvements to
service quality can be categorized into
three groups, understanding, performance
and communication.