Service quality servqual model


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  • Which makes company to better compete with others
  • Service quality servqual model

    1. 1. Service Quality By- Anuj Singh Swati Sharma Quality Management Six Sigma Total Quality Management Service Quality Management
    2. 2. SERVICE QUALITY….. <ul><li>Quality : </li></ul><ul><li>Composed of those characteristics and features of a product or </li></ul><ul><li>service or process which are needed to satisfy customer needs. </li></ul><ul><li>Service Quality : </li></ul><ul><li>Used in both customer care evaluations and in technological </li></ul><ul><li>Evaluations. </li></ul><ul><li>The quality of service deals with measuring the incidence of errors within a process which may cause for the creation of issues for an end user. </li></ul>
    3. 3. Importance of quality in Service….. <ul><li>Understand and improve operational processes. </li></ul><ul><li>Identify problems quickly and systematically. </li></ul><ul><li>Establish valid and reliable service performance measures. </li></ul><ul><li>Measure customer satisfaction and other performance outcomes. </li></ul>
    4. 4. Dimensions of Service quality.....
    5. 5. Way to maintain Service Quality
    6. 6. Total Quality Management
    8. 8. QUALITY ASSURANCE SYSTEM <ul><li>Systematic monitoring and evaluation of the various aspects </li></ul><ul><li>of a project, service or facility to maximize the probability. </li></ul><ul><li>Two principles included in QA are: </li></ul><ul><li>&quot;Fit for purpose&quot; - the product should be suitable for the </li></ul><ul><li>intended purpose and increase customer confidence; </li></ul><ul><li>&quot;Right first time&quot; - mistakes should be eliminated and Improve company credibility ,work efficiency . </li></ul>
    9. 9. SIX SIGMA
    10. 10. Research Paper….. <ul><li>Some retail service quality expectations </li></ul><ul><li>of Chinese shoppers(By-Juan (Gloria) Meng et al.) </li></ul><ul><li>INTRODUCTION- </li></ul><ul><li>This study examined how cultural differences affect retail </li></ul><ul><li>customers’ service quality. </li></ul><ul><li>Building on two existing models, SERVQUAL and RSQS, this </li></ul><ul><li>study developed scales to examine service quality in Hong Kong’s </li></ul><ul><li>supermarkets. </li></ul>
    11. 11. Study Objectives….. <ul><li>There were three objectives for this study- </li></ul><ul><li>Based on the existing SERVQUAL and RSQS models, they develop a revised set of scales. </li></ul><ul><li>Utilizing that new instrument with a culturally valid set of scales. </li></ul><ul><li>This model was subsequently evaluated for its applicability for assessing customer perception of service quality at the enhanced supermarket type. </li></ul>
    12. 12. Models Used for Study….. <ul><li>SERVQUAL- “ Developed by Parasuraman et al. (1985) “ </li></ul>
    13. 13. Models Used for Study….. The SERVPERF model-
    14. 14. Models Used for Study….. The RSQS model- Developed by-Dabholkar et al. (1996)
    15. 15. Methodology <ul><li>They had chosen Hong Kong for their study </li></ul><ul><li>A four-page questionnaire was used in this study. </li></ul><ul><li>The heart of the questionnaire was 18-perception </li></ul><ul><li>statements that were designed to measure shoppers’ perceptions of service quality attributes in the supermarkets. </li></ul><ul><li>Researchers conducted one year of qualitative fieldwork in the regular stores of Park’N Shop and Wellcome in order to develop a measure fitting Hong Kong consumers’ behaviors. </li></ul>
    16. 16. Sample and data collection <ul><li>The sample was considered to be a systematic sample using </li></ul><ul><li>a random start with the selection of Chinese shoppers </li></ul><ul><li>occurring as they approached the stores </li></ul><ul><li>A total of 100 interviews were completed at each of four stores </li></ul><ul><li>for a total of 400 completed interviews . </li></ul><ul><li>The overall response rate was about 42%. </li></ul>
    17. 17. Analysis and results….. <ul><li>Exploratory factor analysis of regular supermarkets </li></ul><ul><li>Correlations among variables were around .30 or higher </li></ul><ul><li>Bartlett test of sphericity was significant at 153 degrees of freedom </li></ul><ul><li>KMO was as high as 0.797, which was meritorious. </li></ul><ul><li>Confirmatory factor analysis of enhanced supermarkets </li></ul><ul><li>model (SESQ model) on regular supermarkets data </li></ul><ul><li>Exploratory factor analysis of enhanced supermarkets </li></ul>
    18. 18. Analysis and results….. <ul><li>Confirmatory factor analysis of regular Supermarkets </li></ul><ul><li>model on enhanced supermarkets data….. </li></ul><ul><li>Chi-square of 541.66 with 98 degrees of freedom was significant at p < 0.01 </li></ul><ul><li>ANOVAs were conducted on several demographic variables </li></ul><ul><li>consumers shopping at the enhanced stores had a significantly higher level of income ( p < 0.01) and education ( p < 0.01) and </li></ul><ul><li>expenditures ( p < 0.01), and also had larger living quarters ( p < 0.01). </li></ul>