TASK FOR MARKETING MANAGEMENT MCA8033 (27th Nov. 2012) Name: Farhan Bt. Hj. Rosli Matric No.

: 3100094

Question Parasuraman et al. (1985) introduced five (5) important determinants of service quality. Discuss the five (5) important determinants in ensuring service quality. Provide examples to justify your answers.

Answer At the original phase, Parasuraman et al. (1985) identified ten factors of service quality which is Reliability, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Security, Understanding the Customer and Tangible. Later those ten components were integrated into five dimensions describing service quality by Parasuraman et al in 1988. The five dimensions are: Reliability, Responsiveness, Assurance, Empathy and Tangible. Those dimensions are described below: 1. Reliability Reliability is that the ability to perform the promised services both dependably and accurately. For example, in the case of Royal Mail, this means next day delivery of first class mail and delivery of mail in good condition. 2. Responsiveness Responsiveness is that the willingness to help customers and provide prompt service. For example, in the case of a car hire company, providing similar or higher-grade substitute car, even when the original car suffers from only a minor problem such as a radio malfunction. 3. Assurance Assurance is that the knowledge and courtesy of employees as well as their ability to convey trust and confidence. For example, in the case of Hewlett-Packard Company, almost all customers reflected that they received services with courteous employees which had polite behaviors and enough knowledge that make customer confident. 4. Empathy Empathy is that the provision of caring, individualized attention to customers. For example, such individual caring can have the clients best interests at heart and understand their needs. Because different customers have various requirements and they need personal attentions. 5. Tangible

Tangibles is that the appearance of physical facilities, equipment, personnel, and communication materials. For example, again in the case of Hewlett-Packard Company, the appearance of the equipment is modern look and the employees are always neat.

As additional info Parasuraman et al. (1988) argue that reliability is considered as the most important dimension in regards to customer loyalty, regardless of the service setting. Alternatively, it is argued that the tangibles dimension is considered least critical service quality aspect by service customers.