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zaborzeang

  1. 1. THE SERVICE QUALITY MEASUREMENT METHODS USAGE Wiesław Urban Wydział Zarządzania Politechnika Białostocka wurban@pb.edu.pl
  2. 2. Servqual as an example of disconfirmation model <ul><li>Servqual is a method of measuring discrepancy between a customer's expectations of a service offering and the customers' perception of the service received </li></ul><ul><li>T he tool has 22 criteria describing five service quality dimensions </li></ul>
  3. 3. Perception measurement methods <ul><li>Measurement using Servperf or another method basing on customers’ perception evaluates the degree of company’s perfection in meeting certain needs of service quality </li></ul><ul><li>Assessment criteria are always created by authors depending on which quality attributes they see crucial in a given service </li></ul>
  4. 4. Incident measurement <ul><li>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 </li></ul>
  5. 5. Independent observations <ul><li>Mystery Shopping - a participating and non-participating observation method </li></ul>
  6. 6. Processes measurement <ul><li>Sequential Incident Technique is a method for measure service quality in service providing process </li></ul><ul><li>Organizations also measure other service quality aspects which are not related to customers’ perception (e.g. Six Sigma systems) </li></ul>
  7. 7. Research method <ul><li>The research has been carried out on a group of randomly chosen service organizations </li></ul><ul><li>All service trade s were contained in the research sample </li></ul><ul><li>230 reliable questionnaires have been gathered </li></ul>
  8. 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. 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. 10. Conclusions <ul><li>T he minimal use of Critical Incident Technique and Servqual shows that they are perceived as inefficient </li></ul><ul><li>L istening to “the voice of the customer” is the most often applied service quality measurement method </li></ul>

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