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  • 1. THE SERVICE QUALITY MEASUREMENT METHODS USAGE Wiesław Urban Wydział Zarządzania Politechnika Białostocka wurban@pb.edu.pl
  • 2. Servqual as an example of disconfirmation model
    • Servqual is a method of measuring discrepancy between a customer's expectations of a service offering and the customers' perception of the service received
    • T he tool has 22 criteria describing five service quality dimensions
  • 3. Perception measurement methods
    • Measurement using Servperf or another method basing on customers’ perception evaluates the degree of company’s perfection in meeting certain needs of service quality
    • Assessment criteria are always created by authors depending on which quality attributes they see crucial in a given service
  • 4. Incident measurement
    • Critical Incident Technique - i n this method respondents are asked questions which allow to identify critical incidents which took place in relation to a service
  • 5. Independent observations
    • Mystery Shopping - a participating and non-participating observation method
  • 6. Processes measurement
    • Sequential Incident Technique is a method for measure service quality in service providing process
    • Organizations also measure other service quality aspects which are not related to customers’ perception (e.g. Six Sigma systems)
  • 7. Research method
    • The research has been carried out on a group of randomly chosen service organizations
    • All service trade s were contained in the research sample
    • 230 reliable questionnaires have been gathered
  • 8. 4,3% 15,7% 0,7% 2 47 45 183 Servqual 9,6% 24,3% 2,3% 7 73 66 157 Critical Inc i dent Technique 25,3% 48,7% 12,3% 37 146 109 84 Mystery Shopping 41,8% 59,0% 24,7% 74 177 103 53 Organization processes measurement 58,2% 64,7% 37,7% 113 194 81 36 Perceived quality survey according to an own questionnaire 80,5% 73,3% 59,0% 177 220 43 10 Recording and analysis of customers’ complains Percentage currently used vs. known Percentage of known Percentage of currently used Currently used Known Known, but not used Unknown
  • 9. p=0,001 0,2194 Perceived quality survey according to an own questionnaire p=0,000 0,2468 Critical Incident Technique p=0,007 p=0,001 0,1813 0,2265 Mystery Shopping p=0,007 p=0,013 p=0,005 0,1827 0,1684 0,1857 Organization processes measurement Market share change in the last three years Income change in the last three years Number of employee
  • 10. Conclusions
    • T he minimal use of Critical Incident Technique and Servqual shows that they are perceived as inefficient
    • L istening to “the voice of the customer” is the most often applied service quality measurement method

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