Service Quality Essay

This document will provide definition of service quality; also include the dimension of service quality based on 10 dimensions with 97 determinants of quality relating to service which may cause such a gap. They were reliability, responsiveness, competence, access, courtesy, communication, creditability, security, understating or knowing the customer, and tangibles. Generalization of quality dimensions was not possible among all types of services taken together, however important insights were available pertaining to each service type.

Service is an invisible offering which is dependent on, and inseparable from, the person who extends it. From the point of view of economics, service is a type of economic activity that is intangible, is not stored, and does not result in ownership. A service is consumed only at the point of sale. The term ‘service quality’ describes a comparison of expectations with performance. Service quality is defined as “a global judgment or attitude, relating to the overall superiority of the service” (Parasuram etc 1985).

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The expectation of service and the perceived service result may not be equal, thus leaving a gap. Parasuram, Zeithamil and Berry also initially identified 10 dimensions with 97 determinants of quality relating to service which may cause such a gap. They were reliability, responsiveness, competence, access, courtesy, communication, creditability, security, understating or knowing the customer, and tangibles. The Servqual method is a technique which can be used to performing gap analyses of organizations service quality against their customers’ service quality needs.

It is also an empirically derived method used by service organizations to improve service quality. Other than that, Pei Mey Lau, Dr Abdolali Khatibi Akbar, and David Yong (2005) contributed an article entitled “Service Quality: A Study of the Luxury Hotels in Malaysia” to the journal of the American Academy of Business. Their research assessed the expectations and perceptions of service quality in Malaysia’s four- and five-stars hotels and found gaps between customers’ expectations and perceptions.

A two stage analysis was deployed. First free listing of important service quality concerns for 16 services across the four service types (as suggested by Lovelock) was done to see if any rank correlation was possible. This was followed by two-step cluster analysis to reveal natural grouping (or clusters) within a data set for each service quality dimension that would otherwise not be apparent. There is evidence to investigate if any generalization in importance of service quality dimensions is possible.

Service providers are often not sure of the amount of significant necessary and the right mix of other service quality dimensions reliability, assurance, empathy, responsiveness, and the role of price-added by researcher. Generalization of quality dimensions was not possible among all types of services taken together, however important insights were available pertaining to each service type. Johnston (1995) suggests that “one of the pressing issues before services research concerns the identification of the determinants of service quality.

This should be a central concern for service management academics and practitioners, as the identification of the determinants of service quality is necessary in order to be able to specify measure, control and improve customer perceived service quality. ” Berry et al. ’s (1985) said “A number of other authors have also postulated their own determinants of service quality; though in some cases they appear to have been well publicized work. ” Lately, even the developers of the instrument have produced evidence confirming the doubts expressed about the five-dimensional configuration.

Thus, despite the “many” studies which have analysed the dimensions measured by (servqual), “there is no clear consensus on the number of dimensions and their interrelationships. ” This uncertainty hampers our understanding of service quality and casts doubts over the use of the (servqual) instrument in future research. This criterion in turn could be the key performance dimension. Different user groups can see each type of service in turn as performing on a number of factors across different dimensions.

It answers an important question whether the customers need to be mentally or physically present to receive such services. For example, the services targeted at people themselves require the presence. While tangible services require the physical presence, the intangibles can be restructured to be delivered through alternative media or at least the alternate media can be used to support the core service. Similarly, we witness the intangible services directed at possessions having greater propensity to be offered thru electronic media.

Services directed at possession do not necessarily require the presence of the customer as a must. Therefore, even the tangible actions directed at possession can be redesigned as pickup services where possessions can be picked up from customers’ location, served and returned. This eliminates the need for customers’ entry into providers’ space and thus such services can be located in low cost obscure locations as against a high-presence venue. (Chowdhary and Chowdhary, 2005) said that “Presence (or absence) of the customer will also affect the demand and supply issue. Yet it is insufficient is establishing any generic relative importance of service dimensions. Researcher believes that such a generalization may not be possible across all service types. This study seeks to make out whether some generalization is possible within service types and does that vary with classification variables. Further, as we move towards services that are targeted at possessions of customers, whereby the presence of customer on the process is not necessary and the services are carried out largely in back-offices, there is a greater need for reliability of service process.

More reliability is expected as services include intangible actions. The importance of this service is to do it perfectly, this is because the service can make the customer’s satisfaction to be higher level. Service can also give a very big impact on everyone. All of the dimensions of service quality – reliability, responsiveness, security, ease of use and access- were accepted by the respondents. The average scores of all dimensions is higher than 3. The majority of the respondents are scored in agree and strongly agree with the service quality questions.

Among five dimensions, the highest average score is ease of use, followed with the access and reliability. The (Servqual) method is a technique which can be used to performing gap analyses of organizations service quality against their customers’ service quality needs. It is also an empirically derived method used by service organizations to improve service quality. Customer satisfaction can be achieved only if both internal and external customers are satisfied. It is also concluded that service quality is an antecedent of customer satisfaction so customer satisfaction can be increased by improving service quality.

Service quality measurement must be adapted to fit the context as there is no universal set of dimensions and items that determine the service quality across a section of industries and cultures. Nonetheless, this study may be a good foundation for future research in several ways. This study attempted to focus on both internal and external customer’s satisfaction aspects in hospitality industry. Most important is hotels, find dining restaurant, and many more. When customer are satisfy with our service there will be more good benefit for our organization.

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