This document discusses using the SERVQUAL instrument to measure the quality of early services. It defines quality and outlines different ways to measure it, including customer satisfaction. The SERVQUAL model measures the gap between customer expectations and perceptions. The author administered SERVQUAL questionnaires to customers and staff of an early services provider. Results showed the largest gaps related to tangible aspects like facilities and reliability of services. Staff were generally aware of customer expectations but overestimated the importance of empathy and underestimated tangibles and responsiveness.

1. SERVICE QUALITY
Measuring the quality of Early Services
using the SERVQUAL Instrument
Erik Koornneef,
Senior Standards Officer
National Disability Authority

2. Definitions of Quality
‘Quality is what the customer says it is’
‘You only know what quality is when it is
absent’
‘Quality is conforming to certain
requirements and standards’
‘Quality is excellence’

3. Definitions of Quality
Quality is meeting (and where possible
exceeding) the assessed needs and
defined expectations of the customer
through efficient and effective
management and processes.

4. Measuring Quality
Different ways of measuring quality:
• Inspections
• Audits
• Reviews
• Assessments by staff and management
• Customer satisfaction
• Interviews

5. The GAPS Model
• Developed in 80s by three American researchers.
• Research focused on the perceptions of
customers of banks, telephone companies and
retailers.
• Conclusion: customers are the only real judges
of quality.
• The GAP means that what customers EXPECT
(what customers believe should happen) of a
service is not always the same as what they
PERCEIVE (the view of the customer of what
actually happened).

6. The GAPS Model
• Researchers developed and tested this GAPS
Model and subsequently came up with a
questionnaire that measures the Expectations
and Perceptions of Customers.
• If the Expectations are higher than the
Perceptions the quality of the service is
perceived to be LOW (disappointment, ‘it just
didn’t live up to the expectations) and if the
Perceptions are higher than the Expectations the
perceived quality is high (pleasant surprise)

7. The GAPS Model
• The questionnaire or survey used to measure the
Expectations and Perceptions of Customers is
called the SERVQUAL Instrument.
• 22 items measuring the Expectations and
Perceptions.
• SERVQUAL has been used frequently in the last 2
decades across different types of services, for
example hospitals, travel industry, hotels, dentists.
• Not yet used to measure Quality in services for
people with intellectual disability

8. The Results
• Questionnaires sent May 2002
• Response rate customers 74.2%, staff 80%
• Customer’s length of service 72.7% less than 2
years
• Benchmarking results with another similar service
provider
• Scores ranges between 1 (Strongly Disagree) to 7
(Strongly Agree)

9. The Results
SQ Gaps
5.89
6.50 6.67 6.63 6.67
5.70 5.89
6.34 6.18
5.20
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Dimensions
Score
Expectations
Perceptions

10. The Results
Highest negative Gap scores (Quality is perceived
to be low):
 Visually appealing facilities and materials
(Tangibles)
 Completion of promised tasks (Reliability)
 Provision of exact/promised service (Reliability)
 Promptness of service (Responsiveness)
 Convenient operating hours (Empathy)

11. The Results
Highest positive Gap scores (Quality is perceived to
be high):
 Staff are neat-appearing (Tangibles)
 Safe feeling regarding staff’s work (Assurance)
 Having customer’s best interests at heart
(Empathy)

12. The Results
Relative Importance Customers SP A
14.77
22.41
21.09
20.45
21.27
Tangibles
Reliability
Responsiveness
Assurance
Empathy

13. The Results
Relative Importance Staff SP A
10.43
22.00
16.14
23.93
27.50
Tangibles
Reliability
Responsiveness
Assurance
Empathy

14. Conclusion
 High expectations and perceptions, in comparison
with other studies
 Biggest Gap relate to Tangibles and Reliability
 Small gap between customers expectations and
staff’s perceptions of these expectation, indicating
that staff are quite aware of customer’s
expectations
 Staff overestimate the customers importance
ratings in relation to Empathy and underestimate
customer’s ratings regarding Tangibles and
Responsiveness