1. SERVICE QUALITY DIMENSIONS ARESERVICE QUALITY DIMENSIONS ARE
IMPORTANT IN MARKETING OF SERVICESIMPORTANT IN MARKETING OF SERVICES
HOW THESE AFFECTHOW THESE AFFECT
HOSPITALITYHOSPITALITY
ENTRETAINMENTENTRETAINMENT
RESTAURANTRESTAURANT
INSURANCE SERVICESINSURANCE SERVICES

2. SERVICE QUALITYSERVICE QUALITY
Service qualityService quality is a comparison of expectationsis a comparison of expectations
with performance.with performance.
A business with high service quality will meetA business with high service quality will meet
customer needs whilst remaining economicallycustomer needs whilst remaining economically
competitive. Improved service quality maycompetitive. Improved service quality may
increase economic competitiveness. Serviceincrease economic competitiveness. Service
quality is an achievement inquality is an achievement in customer servicecustomer service..
Customers form service expectations from pastCustomers form service expectations from past
experiences, word of mouth and advertisementexperiences, word of mouth and advertisement
Service quality can be related to service potentialService quality can be related to service potential
; service process and service result; service process and service result

3. SERVICE QUALITYSERVICE QUALITY can alsocan also
be defined according to both the what & how abe defined according to both the what & how a
product or sevice is deliveredproduct or sevice is delivered

4. Dimensions of service qualityDimensions of service quality
A customer's expectation of a particular serviceA customer's expectation of a particular service
is determined by factors such asis determined by factors such as
recommendations, personal needs and pastrecommendations, personal needs and past
experiences. The expected service and theexperiences. The expected service and the
perceived service sometimes may not be equal,perceived service sometimes may not be equal,
thus leaving a gap.thus leaving a gap.
Ten determinants that may influence theTen determinants that may influence the
appearance of a gapappearance of a gap

5.  Tangibles: Appearance of the company’s facilities,
equipments, staff and communication tools
 Reliability: The company’s capability to provide the promised
service in an exact and reliable manner.
 Responsiveness: The company’s propensity to assist the
clients and provide immediate services
 Competence: The information, knowledge, expertise required
to provide the service
 Courtesy: Friendliness, respect, attentiveness, politeness.

6.  Security: No risk, no doubt.
 Credibility: Honorability, honesty
 Access: Availability, easy access, contact.
 Communication: Informing the client in an understandable
manner.
 Understanding the Customer: Efforts made in order to
understand clients

7. Later, the determinants wereLater, the determinants were
reduced to Five;reduced to Five;
 TangiblesTangibles
 ReliabilityReliability
 ResponsivenessResponsiveness
 Service assurance &Service assurance &
 EmpathyEmpathy

8. RELATIVE IMPORTANCE OF SERVICE QUALITYRELATIVE IMPORTANCE OF SERVICE QUALITY
There are three major tasks that a market oriented manager mustThere are three major tasks that a market oriented manager must
accomplish to achieve success.accomplish to achieve success.
 To identify the key strategic success factors and to buildTo identify the key strategic success factors and to build
company’s unique strategy.company’s unique strategy.
 The manager must able to establish an organisation and toThe manager must able to establish an organisation and to
create and implement plans around the company’s strategycreate and implement plans around the company’s strategy
 The manager must able to free market in departmental baseThe manager must able to free market in departmental base
and infuse and defuse it.and infuse and defuse it.

9. Because of the inseparability and intangibility features ofBecause of the inseparability and intangibility features of
services customer service in service businesses is moreservices customer service in service businesses is more
important than in manufacturing companies. Thrust onimportant than in manufacturing companies. Thrust on
efficient customer service has increased manifold in theefficient customer service has increased manifold in the
service sector because of increased competitionservice sector because of increased competition
Service marketers have experienced it forService marketers have experienced it for
past few years that competition can be well managed bypast few years that competition can be well managed by
differentiating through quality .For eg; insurance services,differentiating through quality .For eg; insurance services,
restaurant, health carerestaurant, health care

10. SERVICE QUALITY MODEL OR GAP MODELSERVICE QUALITY MODEL OR GAP MODEL
The service quality model or the ‘GAP model’The service quality model or the ‘GAP model’
developed bydeveloped by Parasuraman, Zeithaml andParasuraman, Zeithaml and
BerryBerry at Texas and North Carolina in 1985 .Itat Texas and North Carolina in 1985 .It
identifiesidentifies five ‘gaps’five ‘gaps’ that cause unsuccessfulthat cause unsuccessful
delivery. Customers generally have a tendencydelivery. Customers generally have a tendency
to compare the service they 'experience' withto compare the service they 'experience' with
the service they 'expect' . If thethe service they 'expect' . If the experienceexperience
does not match the expectationdoes not match the expectation , there arises, there arises
a gap.a gap.

11. ..
 GAP 1:GAP 1:
Gap between consumer expectation and
management perception
This gap arises when the management does not correctly perceive what
the customers want. For instance – hospital administrators may think
patients want better food , but patients may be more concerned with the
responsiveness of the nurse.

12.  GAP 2 :GAP 2 :
Gap between management perception and serviceGap between management perception and service
quality specificationquality specification
Here the management might correctly perceive what the customer Here the management might correctly perceive what the customer
wants, but may not set a performance standard. An example here wants, but may not set a performance standard. An example here
would be that hospital administrators may tell the nurse to would be that hospital administrators may tell the nurse to
respond to a request ‘fast’ , but may not specify ‘how fast’.respond to a request ‘fast’ , but may not specify ‘how fast’.

13.  GAP 3:GAP 3:
Gap between service quality specification and serviceGap between service quality specification and service
deliverydelivery
This gap may arise owing to the service personnel. The reasons This gap may arise owing to the service personnel. The reasons
being poor training, incapability or unwillingness to meet the being poor training, incapability or unwillingness to meet the
set service standard.set service standard.

14.  GAP 4 :GAP 4 :
Gap between service delivery and externalGap between service delivery and external
communicationcommunication
The gap arises when these assumed expectations are not fulfilled The gap arises when these assumed expectations are not fulfilled
at the time of delivery of the service. For example – The at the time of delivery of the service. For example – The
hospital printed on the brochure may have clean and furnished hospital printed on the brochure may have clean and furnished
rooms , but in reality it may be poorly maintained – in this rooms , but in reality it may be poorly maintained – in this
case the patient’s expectations are not met.case the patient’s expectations are not met.

15.  GAP 5:GAP 5:
Gap between expected service and experiencedGap between expected service and experienced
serviceservice
This gap arises when the consumer misinterprets the service This gap arises when the consumer misinterprets the service
qualityquality..

16. SERVICE QUALITY GAP MODELSERVICE QUALITY GAP MODEL
Customer
Perceptions
Customer
Expectations
Service
Delivery
Service
Standards
Management
Perceptions
of Customer
Expectations
Managing the
Evidence
Conformance Service Design
Understanding
the Customer
Customer Satisfaction
GAP 5
Customer /
Marketing Research
GAP 1
Conformance
GAP 3
Communication
GAP 4
Design GAP 2