Jitendra Kumar Dixit

For the purpose of measuring customer satisfaction with respect to different aspects of service quality, a survey instrument was developed by Parasuram, Zeithamal & Berry in 1998. The instrument is called SERVQUAL. The SERVQUAL scale includes five dimensions. They are

Tangibles, Reliability, Responsiveness, Assurance & Empathy.

Each dimension can have several items measured on a seven point scale varying from strongly agree to strongly disagree. Data gathered through a SERVQUAL survey can be used for a variety of purposes. a)To determine average gap score(between customers perceptions & expectations) for each service attributes. b) To access a companys service quality along each of the five SERVQUAL dimensions.

c) To track customers expectations & perceptions(on individual service attributes and/or on the SERVQUAL dimensions) over time. d) To compare a companys SERVQUAL scores against those of competitors. e) To identify and examine customer segments that differ significantly in their assessments of a companys service performance. f) To access integral service quality (that is the quality of service rendered by one department or division of a company to others with in the same company)

Sample SERVQUAL Perceptions statements in the Reliability format

dimension
1

When xyz company promises to something by a certain time, it does so.

Strongly Strongl Dis-agree y Agree do 1 2 3 4 5 6 7

When you have a problem, xyz company 1 shows a sincere interest in solving it. xyz company performs the services right 1 the first time. xyz company provides its services at the 1 time it promises to do so.

2 3 456 7

3 4

2 3 456 7 2 3 456 7

5 Xyz company insists on error-free - records.

1 2 3 456 7

Sample SERVQUAL Perceptions statements in the format

Responsiveness dimension
1

XYZ company keeps customers informed about when service will be performed. Employees in xyz company gives you prompt services. Employees in xyz company are always willing to help you. Employees in xyz company are never too busy to respond to your request

Strongly Strongl Dis-agree y 1 2 3 456 7 Agree

2 3 4

1 2 3 456 7 1 2 3 456 7 1 2 3 456 7 1 2 3 456 7

Sample SERVQUAL Perceptions statements in the Assurance format

dimension
1

The behavior of employees in xyz company instills confidence in you. You feel safe in your transactions with xyz company. Employees in xyz company are consistently courteous with you. Employees in xyz company have the knowledge to answer your questions.

Strongly Strongl Dis-agree y 1 2 3 456 7 Agree

1 2 3 456 7

1 2 3 456 7

1 2 3 456 7

1 2 3 456 7

Sample SERVQUAL Perceptions statements in the Empathy format

dimension
1 2 3 4

Strongly Dis-agree

XYZ company gives you individual attentions. XYZ company has employees who give you personal attention. Xyz company has your best interest at heart. Employees of xyz company has operating hours that are convenient to all its customers.

Strongl y Agree 1 2 3 456 7 1 2 3 456 7 1 2 3 456 7 1 2 3 456 7

5 Xyz company understand your specific - needs.

1 2 3 456 7

Sample SERVQUAL Perceptions statements in the Tangibility format

dimension
1 2 3 4

XYZ company has modern equipments

Strongly Strongl Dis-agree y 1 2 3 456 7 Agree looking 1 2 3 456 7 1 2 3 456 7 2 3 456 7

xyz companys physical facilities are visually appearing. xyz companys employees appear in proper dressing.

1 Materials associated with the services(such as pamphlets or statements) are visually appealing at xyz company

1 2 3 456 7

Efforts to move towards Zero defect

1- Regular customer surveys 2- Use of consumer panel 3- Transactional analysis 4- Perception surveys 5- Mystery shopping 6- Analysis of complaints 7- Employees research 8- Post-transactional surveys 9- Focus-group surveys 10- Complaints studies

SERVQUAL & Bank- As an example

1- Tangibles- Excellent banks will have Modern Equipment Visually appealing physical facilities Neat, well-dressed employees Visually appealing materials associated with the service(like brochures or statements)
2- Reliability- Excellent banks will Carry out what they promises to do Show sincere interest in solving problems Perform well right from the first time Insist on error free records

3- Responsiveness- Employees of excellent

bank will
Instill confidence in customers Be consistently courteous to customers Have the answers to customers questions Ensure safety in transaction with customers

4- Empathy- Excellent bank will Give individual attention to customers Have convenient operating hours for all their customers Understand the specific needs of the customers