SERVQUAL model
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SERVQUAL is a survey used to measure customer perceptions and expectations of service quality along five key dimensions: reliability, responsiveness, empathy, assurance, and tangibles. The survey was developed in 1988 and consists of 22 statements of customer expectations and perceptions. Customers rate their level of agreement with statements related to each of the five dimensions on both the expectations and perceptions portions of the survey. The results are used to identify service quality gaps between customer expectations and perceptions.
SERVQUAL model
- 2. SERVQUAL • SERVQUAL is a multi-dimensional research instrument, designed to capture consumer expectations and perceptions of a service along the five dimensions that are believed to represent service quality. • SERVQUAL is based on the expectancy- disconfirmation model. 2 Dr. Amitabh Mishra
- 3. 3 Dr. Amitabh Mishra SERVQUAL questionnaire was first published in 1988 by A. Parasuraman, Valarie Zeithaml, and Leonard L. Berry to measure quality in the service sector. The questionnaire consists of matched pairs of items (22 expectation items and 22 perceptions items). These 22 items are organized in five service quality dimensions (i.e., Reliability, Responsiveness, Empathy, Assurance, Tangibles).
- 5. Summary of SERVQUAL Items 5 Dr. Amitabh Mishra S.N. Dimension No. of Items in Questionnaire 1 Reliability 5 2 Assurance 4 3 Tangibles 4 4 Empathy 5 5 Responsiveness 4 Total 22
- 6. 6 Dr. Amitabh Mishra S.N Expectations Statement Score (1-SA 7-SD) Perception Statement Score (1-SA 7-SD) Tangibles 1 Excellent banking companies will have modern looking equipment 1 2 3 4 5 6 7 The bank has modern looking equipment. 1 2 3 4 5 6 7 2 The physical facilities at excellent banks will be visually appealing 1 2 3 4 5 6 7 The bank's physical features are visually appealing. 1 2 3 4 5 6 7 3 Employees at excellent banks will be neat in their appearance 1 2 3 4 5 6 7 The bank's reception desk employees are neat appearing. 1 2 3 4 5 6 7 4 Materials associated with the service (pamphlets or statements) will be visually appealing at an excellent bank 1 2 3 4 5 6 7 Materials associated with the service (such as pamphlets or statements) are visually appealing at the bank 1 2 3 4 5 6 7 Reliability 5 When excellent banks promise to do something by a certain time, they do 1 2 3 4 5 6 7 When the bank promises to do something by a certain time, it does so 1 2 3 4 5 6 7 6 When a customer has a problem, excellent banks will show a sincere interest in solving it 1 2 3 4 5 6 7 When you have a problem, the bank shows a sincere interest in solving it 1 2 3 4 5 6 7 7 Excellent banks will perform the service right the first time 1 2 3 4 5 6 7 The bank performs the service right the first time. 1 2 3 4 5 6 7 8 Excellent banks will provide the service at the time they promise to do so 1 2 3 4 5 6 7 The bank provides its service at the time it promises to do so. 1 2 3 4 5 6 7 9 Excellent banks will insist on error free records 1 2 3 4 5 6 7 The bank insists on error free records 1 2 3 4 5 6 7
- 7. S.N Expectations Statement Score (1-SA 7-SD) Perception Statement Score (1-SA 7-SD) Responsiveness 10 Employees of excellent banks will tell customers exactly when services will be performed. 1 2 3 4 5 6 7 Employees in the bank tell you exactly when the services will be performed. 1 2 3 4 5 6 7 11 Employees of excellent banks will give prompt service to customers. 1 2 3 4 5 6 7 Employees in the bank give you prompt service. 1 2 3 4 5 6 7 12 Employees of excellent banks will always be willing to help customers. 1 2 3 4 5 6 7 Employees in the bank are always willing to help you. 1 2 3 4 5 6 7 13 Employees of excellent banks will never be too busy to respond to customers' requests. 1 2 3 4 5 6 7 Employees in the bank are never too busy to respond to your request. 1 2 3 4 5 6 7 Assurance 14 The behaviour of employees in excellent banks will instil confidence in customers 1 2 3 4 5 6 7 The behaviour of employees in the bank instils confidence in you. 1 2 3 4 5 6 7 15 Customers of excellent banks will feel safe in transactions. 1 2 3 4 5 6 7 You feel safe in your transactions with the bank. 1 2 3 4 5 6 7 16 Employees of excellent banks will be consistently courteous with customers. 1 2 3 4 5 6 7 Employees in the bank are consistently courteous with you. 1 2 3 4 5 6 7 17 Employees of excellent banks will have the knowledge to answer customers' questions. 1 2 3 4 5 6 7 Employees in the bank have the knowledge to answer your questions. 1 2 3 4 5 6 7
- 8. S.N Expectations Statement Score (1-SA 7-SD) Perception Statement Score (1-SA 7-SD) Empathy 18 Excellent banks will give customers individual attention. 1 2 3 4 5 6 7 The bank gives you individual attention. 1 2 3 4 5 6 7 19 Excellent banks will have operating hours convenient to all their customers. 1 2 3 4 5 6 7 The bank has operating hours convenient to all its customers. 1 2 3 4 5 6 7 20 Excellent banks will have employees who give customers personal service. 1 2 3 4 5 6 7 The bank has employees who give you personal attention. 1 2 3 4 5 6 7 21 Excellent banks will have their customers' best interest at heart. 1 2 3 4 5 6 7 The bank has your best interests at heart. 1 2 3 4 5 6 7 22 The employees of excellent banks will understand the specific needs of their customers. 1 2 3 4 5 6 7 The employees of the bank understand your specific needs. 1 2 3 4 5 6 7 Dr. Amitabh Mishra