SERVQUAL
Encyclopedia
SERVQUAL or RATER is a service quality framework. SERVQUAL was developed in the mid eighties
by Zeithaml, Parasuraman & Berry.
: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding the customer
and tangibles. It measures the gap between customer expectations and experience.
By the early nineties the authors had refined the model to the useful acronym RATER:
SERVQUAL has its detractors and is considered overly complex, subjective and statistically unreliable. The simplified RATER model however is a simple and useful model for qualitatively exploring and assessing customers' service experiences and has been used widely by service delivery organizations. It is an efficient model
in helping an organization shape up their efforts in bridging the gap between perceived and expected service.
The five gaps that organizations should measure, manage and minimize:
•Gap 1 is the distance between what customers expect and what managers think they expect - Clearly survey research is a key way to narrow this gap.
•Gap 2 is between management perception and the actual specification of the customer experience - Managers need to make sure the organization is defining the level of service they believe is needed.
•Gap 3 is from the experience specification to the delivery of the experience - Managers need to audit the customer experience that their organization currently delivers in order to make sure it lives up to the spec.
•Gap 4 is the gap between the delivery of the customer experience and what is communicated to customers - All too often organizations exaggerate what will be provided to customers, or discuss the best case rather than the likely case, raising customer expectations and harming customer perceptions.
•Gap 5 is the gap between a customer's perception of the experience and the customer's expectation of the service - Customers' expectations have been shaped by word of mouth, their personal needs and their own past experiences. Routine transactional surveys after delivering the customer experience are important for an organization to measure customer perceptions of service.
Nyeck, Morales, Ladhari, and Pons (2002) stated the SERVQUAL measuring tool “remains the most complete attempt to conceptualize and measure service quality” (p. 101). The main benefit to the SERVQUAL measuring tool is the ability of researchers to examine numerous service industries such as healthcare, banking, financial services, and education (Nyeck, Morales, Ladhari, & Pons, 2002). The fact that SERVQUAL has critics does not render the measuring tool moot. Rather, the criticism received concerning SERVQUAL measuring tool may have more to do with how researchers use the tool. Nyeck, Morales, Ladhari, and Pons (2002) reviewed 40 articles that made use of the SERVQUAL measuring tool and discovered “that few researchers concern themselves with the validation of the measuring tool” (p. 106).
Luis Lages and Joana Fernandes in the article "The SERPVAL scale: A multi-item instrument for measuring service personal values" suggests that consumer final decisions are taken at a higher-level of abstraction. Similarly to the SERVQUAL scale, the Service Personal Values (SERPVAL) scale is also multi-dimensional. It presents three dimensions of service value to 1) peaceful life, 2) social recognition, and 3) social integration. All three SERPVAL dimensions are associated with consumer satisfaction. While service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent.
1980s
File:1980s decade montage.png|thumb|400px|From left, clockwise: The first Space Shuttle, Columbia, lifted off in 1981; American President Ronald Reagan and Soviet leader Mikhail Gorbachev eased tensions between the two superpowers, leading to the end of the Cold War; The Fall of the Berlin Wall in...
by Zeithaml, Parasuraman & Berry.
Concept
SERVQUAL was originally measured on 10 aspects of service qualityService quality
Service quality involves a comparison of expectations with performance.According to Lewis and Booms service quality is a measure of how well a delivered service matches the customers expectations....
: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding the customer
Customer
A customer is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services...
and tangibles. It measures the gap between customer expectations and experience.
By the early nineties the authors had refined the model to the useful acronym RATER:
- Reliability
- Assurance
- Tangibles
- EmpathyEmpathyEmpathy is the capacity to recognize and, to some extent, share feelings that are being experienced by another sapient or semi-sapient being. Someone may need to have a certain amount of empathy before they are able to feel compassion. The English word was coined in 1909 by E.B...
, and - Responsiveness
SERVQUAL has its detractors and is considered overly complex, subjective and statistically unreliable. The simplified RATER model however is a simple and useful model for qualitatively exploring and assessing customers' service experiences and has been used widely by service delivery organizations. It is an efficient model
Business model
A business model describes the rationale of how an organization creates, delivers, and captures value...
in helping an organization shape up their efforts in bridging the gap between perceived and expected service.
The five gaps that organizations should measure, manage and minimize:
•Gap 1 is the distance between what customers expect and what managers think they expect - Clearly survey research is a key way to narrow this gap.
•Gap 2 is between management perception and the actual specification of the customer experience - Managers need to make sure the organization is defining the level of service they believe is needed.
•Gap 3 is from the experience specification to the delivery of the experience - Managers need to audit the customer experience that their organization currently delivers in order to make sure it lives up to the spec.
•Gap 4 is the gap between the delivery of the customer experience and what is communicated to customers - All too often organizations exaggerate what will be provided to customers, or discuss the best case rather than the likely case, raising customer expectations and harming customer perceptions.
•Gap 5 is the gap between a customer's perception of the experience and the customer's expectation of the service - Customers' expectations have been shaped by word of mouth, their personal needs and their own past experiences. Routine transactional surveys after delivering the customer experience are important for an organization to measure customer perceptions of service.
Nyeck, Morales, Ladhari, and Pons (2002) stated the SERVQUAL measuring tool “remains the most complete attempt to conceptualize and measure service quality” (p. 101). The main benefit to the SERVQUAL measuring tool is the ability of researchers to examine numerous service industries such as healthcare, banking, financial services, and education (Nyeck, Morales, Ladhari, & Pons, 2002). The fact that SERVQUAL has critics does not render the measuring tool moot. Rather, the criticism received concerning SERVQUAL measuring tool may have more to do with how researchers use the tool. Nyeck, Morales, Ladhari, and Pons (2002) reviewed 40 articles that made use of the SERVQUAL measuring tool and discovered “that few researchers concern themselves with the validation of the measuring tool” (p. 106).
Criticisms
Francis Buttle critiques SERVQUAL in the article "SERVQUAL: review, critique, research agenda" on a number of theoretical and operational bases. He particularly notes that SERVQUAL's 5 dimensions (Reliability,Assurance,Tangibility,Empathy,Responsiveness) are not universals, and that the model fails to draw on established economic, statistical and psychological theory. Although SERVQUAL's face and construct validity are in doubt, it is widely used in published and modified forms to measure customer expectations and perceptions of service quality.Luis Lages and Joana Fernandes in the article "The SERPVAL scale: A multi-item instrument for measuring service personal values" suggests that consumer final decisions are taken at a higher-level of abstraction. Similarly to the SERVQUAL scale, the Service Personal Values (SERPVAL) scale is also multi-dimensional. It presents three dimensions of service value to 1) peaceful life, 2) social recognition, and 3) social integration. All three SERPVAL dimensions are associated with consumer satisfaction. While service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent.