SERVQUAL Model

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SERVQUAL or Service Quality is an approach to manage the business processes so as to ensure full satisfaction of the customers by providing high-quality services. It is a framework developed by Zeithaml, Parasuraman & Berry in the eighties, aiming at measuring the scale of quality in service sectors.

SERVQUAL was originally measured on 10 aspects of service quality and later on reduced to 5 to measure the gap between customer expectations and experience.  These gaps are caused by various factors like not knowing the customer’s expectations, using the wrong service quality standards, service performance gap, etc. The 5 SERVQUAL dimensions used for assessing the service quality include Responsiveness, Assurance, Tangibles, Empathy and Reliability (R-A-T-E-R).

Initially designed for the use of service firms and retailers, the SERVQUAL model became widely discussed when it comes to customer satisfaction and service quality. But it takes a much more broader perspective of service rather than limiting it to a simple customer service.

The unique characteristics of services like intangibility and heterogeneity make it hard for firms to assess the quality levels of their services when compared to physical goods. With the development of the SERVQUAL model, firms got a structured approach to assess the factors influencing consumer’s perception about the quality of services being offered.

SERVQUAL method involves conducting a sample survey of customers to understand their perceived needs and requirements. These answers are marked based on the 5 dimensions. It is then measured to conduct an assessment of the gap between the desired and actual performance of the company. The company then focuses on its resources wherever necessary in order to maximize the service quality while controlling costs.

Rajagiri Business Schools Kerala offers you a choice of post-graduation courses like MBA, MHRM, PGDM etc. Located in the IT hub of Kerala at Kakkanad, RCBS, best MBA colleges in Kochi offers quality education at its best and promising you a great career ahead. Rated as the best business schools in Kerala, Rajagiri Centre for Business Studies is the right choice for you to pursue your higher education in Kerala. 

To Know More   https://rcbs.rajagiri.edu/


Location: Kerala, India

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