Jacky

1009853A-BB20-0060

 Develop

a simple questionnaire designed

to measure the key components of
customer expectations (i.e., desired,
adequate, and perceived service, and the
zone of tolerance). Conduct 10 interviews
with key target customers of a service of
your choice to understand the structure
of their expectations.

Developed

SERVQUAL, a 22-item
scale, for measuring service quality
along the five dimensions: reliability,
responsiveness, assurance, empathy,
and tangibles.

 Reliability

1.

Providing services as promised.

2. Dependability in handling customers
service problems.
3. Performing service at the promised
time.
4. providing services at the promised
time.

Reliability
4

Average

Desired

7.6 7.9 7.3 7.5

7.575

adquated

6.2 6.6 6.3 6.3

6.15

Perception
Zone of
Tolerance

6.8 6.8 6.6 6.5

6.5

1.4 1.3

1 1.2

1.425

Zone of Tolerance

Perception

9
8
7
6
5

6.8

6.8

6.6

6.5

4
3
2
1
0
1

 Responsiveness

6.

Keeping customers informed about

when services will be performed.
7. Prompt service to customers.
8. Willingness to help customers.
9. Readiness to respond to customers
requests.

Responsiveness
6

Average

Desired

7.6

8.5 8.7 7.5

8.075

adquated

6.2

7.3 6.3 6.3

6.525

Perception

6.4

7.5 6.3 6.4

6.65

Zone of Tolerance

1.4

1.2 2.4 1.2

1.55

Responsiveness
6

Average

Desired

7.6

8.5 8.7 7.5

8.075

adquated

6.2

7.3 6.3 6.3

6.525

Perception

6.4

7.5 6.3 6.4

6.65

Zone of Tolerance

1.4

1.2 2.4 1.2

1.55

Zone of Teolerance

Perception

10
9
8
7

7.5

6.3

6.4

6.4

4
3
2
1
0
1

 Assurance

10.

Employees who instill confidence in

customers.
11. Making customers feel safe in their
transactions.
12. Employees who are consistently
courteous.
13. Employees who have the knowledge
to answer customer questions.

Assurance

12

13

Average

Desired

7.5 7.6 8.1

7.8

adquated

6.7 6.7 7.1

6.875

Perception
Zone of
Tolerance

6.9 6.9 7.4 7.7

7.225

0.8 0.9

0.925

10

11

Zone of tolerance

Preception

9
8
7
6

6.9

6.9

7.4

7.7

4
3

2
1
0
1

 Empathy

14.

Giving Customers individual

attention.
15. Employees who deal with customers
in a caring fashion.
16. Having the customers best interest
at heart.
17. Employees who understand the
needs of their customers.
18. Convenient business hours.

Empathy
14 15 16 17 18

Average

8 8.2 8.4 8.3 8.3

8.24

6.4 6.4 5.8 5.5 7.7

6.36

Perception 6.6 6.4 6.5 6.1 7.9

Zone of
Tolerance 1.6 1.8 2.6 2.8 0.6

6.7

Desired
Adquated

1.88

Zone of tolerance

Perception

9
8
7
6
5 6.6
4

7.9

6.4

6.5

6.1

2
1
0
1

Tangibles

19.

Modern equipment
20. Visually appealing facilities.
21. Employees who have a neat,
professional appearance
22. visually appealing materials
associated with the service

Tangibles

19 20 21 22
Desired

adquated
Perception
Zone of
Tolerance

Average

8.35

6 6.3 6.3 6.6

6.3

8.1 7.9 7.8 7.4

7.8

2.7 2.3 1.8 1.4

2.05

8.7 8.6 8.1

Zone of Tolerance

Perception

10
9
8
7 8.1

7.9

7.8

20

21

7.4

5
4
3
2
1
0

19

22

20