2. What is the measurement of service
quality?
• To recap, service quality focuses on the needs and
expectations of customers to improve products
and/or services.
• The measurement of service quality measures the
gap between the customer’s level of expectation and
how well they rated the service(s).
• Measuring service quality in libraries can be both a
specific project as well as a continual process to
enhance and improve services.
3. Why to measure service quality?
The benefits of measuring service quality
include:
• You will be able to identify where services
need improving in the view of your users.
• It will enable you to provide services that are
more closely aligned with the expectations of
your users.
• It will allow you to compare your service
quality with peer institutions in an effort to
develop benchmarks and understand best
practice.
5. CUSTOMER NEEDS &
EXPECTATIONS
MANAGEMENT DEFINITION
OF THESE NEEDS
TRANSLATION INTO
QUALITY STANDARDS
SERVICE STANDARDS
DELIVERED
CUSTOMER PERCEPTIONS
OF PRODUCT EXECUTION
1. THE KNOWLEDGE GAP
2. THE STANDARDS GAP
3. THE DELIVERY GAP
5. THE PERCEPTIONS GAP
ADVERTISING & SALES
PROMISES
CUSTOMER INTERPRETATION
OF COMMUNICATIONS
CUSTOMER EXPERIENCE
RELATIVE TO EXPECTATIONS
7. THE SERVICE GAP
4. THE INTERNAL
COMMUNICATIONS GAP
6. THE INTERPRETATION GAP
SERVICE QUALITY
GAP MODEL
•Lack of Marketing Research
•Improper Bottom to Top Communication
•Multiple Management Level
•Management Commitment
•Perception of Infeasibility
•Inadequate Setting of Goals
•Task Standardisation
•Role Ambiguity
•Role Conflict
•Employee-Job Misfit
•Technology-Job Misfit
•Teamwork
•Supervisory Control Systems
•Lack of Interdepartmental Communication
•Propensity to Overpromise
•Wrong Perception by Customers
•Absence of Tangible Evidence
•Less Confidence on the Part of Customer•Lack of Sample Distribution to Customer
in Advance
•Lack of Taking Feedback from Customers
Regarding Promises/Offers/Proposals
•Presence of Reasons
of Previous Six Gaps
EXTERNAL GAP
6. SQ Dimensions – Refined
• KNOWLEDGE AND COURTESY OF EMPLOYEES AND THEIR ABILITY TO INSPIRE TRUST
AND CONFIDENCE.
ASSURANCE
• CARING, INDIVIDUALISED ATTENTION THE FIRM PROVIDES TO ITS CUSTOMERS.
EMPATHY
• ABILITY TO PERFORM THE PROMISED SERVICE DEPENDABLY AND ACCURATELY.
RELIABILITY
• WILLINGNESS TO HELP CUSTOMERS AND PROVIDE PROMPT SERVICE.
RESPONSIVENESS
• APPEARANCE OF PHYSICAL FACILITIES, EQUIPMENT, PERSONNEL, AND
COMMUNICATION MATERIALS.
TANGIBLES
7. SERVQUAL Scale
• Negative discrepancy between perception and
expectation = performance gap>
dissatisfaction.
• Positive difference = satisfaction> delight.
• Set of 22 variables based on five dimensions.
8. SERVQUAL QUESTIONNAIRE
1. The Z co. will have modern looking
equipment.
2. The physical facilities at the Z Co. will be
visually appealing.
3. The employees of Z Co. will be neatly dressed
and appearing.
4. Materials & tools associated with the service
will be visually appealing
9. SERVQUAL QUESTIONNAIRE
5. When the Z co. promises to do sth by a
certain time, the promise is always kept.
6. When the customers complain or have
problems, Z co. will show great concern for
solving them.
7. The Z Co. will perform the service right from
the first time.
8. The Z co. will provide the services at the time
agreed on.
10. SERVQUAL QUESTIONNAIRE
9. The Z co. will assist on error free records.
10. The employees of the Z co. will tell the customers the
exact time of service delivery.
11. The Z co,. Will give prompt service to the customers.
12. The employees of the Z co. will always be willing to
help the customers.
13. The employees of the Z co will never be busy to help
the customers immediately.
14. The behaviour of the employees of Z co will impress
the customers will reliability of service and instill
confidence.
11. SERVQUAL QUESTIONNAIRE
15.The customers will feel safe and confident when
transacting with the employees of the Z Co.
16.The employees of the Z Co. will always be
friendly and courteous.
17.The employees of the Z Co. process knowledge
to answer questions of the customers.
18.The Z Co. will pay attention to each customer
individually.
12. SERVQUAL QUESTIONNAIRE
19. The Z Co. will have opening hours
convenient to their entire customer.
20. The Z Co. will have employees who give
personal attention to each other.
21.The Z Co. will have customer’s best interest
at heart.
22.The employees of the Z Co. will understand
the specific needs of their customers.
13. • customer’s responses to their
expectations and perceptions are obtained
on a 7-point Likert Scale and are compared
to arrive at (P-E) gap scores.
• The higher the perception minus
expectation score, the higher the level of
service quality to be perceived.
• In an equation form, their
operationalisation of service quality can
be expressed as follows:
14. SQi = ∑ (Pij - Eij)
Where SQi = The perceived SQ of individual i
k = The no. of service attributes/items.
P = Perception of individual i with respect
to performance of a service firm
attribute j
E = SQ expectation for attribute j that is
the relevant norm for individual i.
k
J=1
15. Likert Scale
• A Likert scale is a psychometric scale
commonly involved in research that
employs questionnaires.
• It is the most widely used approach to scaling
responses in survey research.
• The scale is named after its
inventor, psychologist Rensis Likert.
16. Likert Scale
• When responding to a Likert questionnaire
item, respondents specify their level of
agreement or disagreement on a symmetric
agree-disagree scale for a series of
statements.
• Thus, the range captures the intensity of their
feelings for a given item.
18. Likert Scale
• A “Likert scale” is actually the sum of responses
to several Likert items.
• These items are usually displayed with a visual
aid, such as a series of radio buttons or a
horizontal bar representing a simple scale.
• 7-point scales are a little better than 5-points—
but not by much.
• The psychometric literature suggests that having
more scale points is better but there is a
diminishing return.
