ServiceQuality-SERVQUAL Model

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Service Quality By-Anuj Singh Swati Sharma :

Service Quality By- Anuj Singh Swati Sharma Quality Management Six Sigma Total Quality Management Service Quality Management


SERVICE QUALITY….. Quality : Composed of those characteristics and features of a product or service or process which are needed to satisfy customer needs. Service Quality : Used in both customer care evaluations and in technological Evaluations. The quality of service deals with measuring the incidence of errors within a process which may cause for the creation of issues for an end user.

Importance of quality in Service…..:

Importance of quality in Service….. Understand and improve operational processes. Identify problems quickly and systematically. Establish valid and reliable service performance measures. Measure customer satisfaction and other performance outcomes.

Dimensions of Service quality.....:

Dimensions of Service quality.....

Way to maintain Service Quality:

Way to maintain Service Quality

Total Quality Management :

Total Quality Management




QUALITY ASSURANCE SYSTEM Systematic monitoring and evaluation of the various aspects of a project, service or facility to maximize the probability. Two principles included in QA are: "Fit for purpose" - the product should be suitable for the intended purpose and increase customer confidence; "Right first time" - mistakes should be eliminated and Improve company credibility ,work efficiency .



Research Paper…..:

Research Paper….. Some retail service quality expectations of Chinese shoppers(By-Juan (Gloria) Meng et al .) INTRODUCTION- This study examined how cultural differences affect retail customers’ service quality. Building on two existing models, SERVQUAL and RSQS, this study developed scales to examine service quality in Hong Kong’s supermarkets.

Study Objectives…..:

Study Objectives….. There were three objectives for this study- Based on the existing SERVQUAL and RSQS models, they develop a revised set of scales. Utilizing that new instrument with a culturally valid set of scales. This model was subsequently evaluated for its applicability for assessing customer perception of service quality at the enhanced supermarket type.

Models Used for Study…..:

Models Used for Study….. SERVQUAL- “ Developed by Parasuraman et al. (1985) “

Models Used for Study…..:

Models Used for Study….. The SERVPERF model-

Models Used for Study…..:

Models Used for Study….. The RSQS model- Developed by- Dabholkar et al. (1996)


Methodology They had chosen Hong Kong for their study A four-page questionnaire was used in this study. The heart of the questionnaire was 18-perception statements that were designed to measure shoppers’ perceptions of service quality attributes in the supermarkets. Researchers conducted one year of qualitative fieldwork in the regular stores of Park’N Shop and Wellcome in order to develop a measure fitting Hong Kong consumers’ behaviors.

Sample and data collection :

Sample and data collection The sample was considered to be a systematic sample using a random start with the selection of Chinese shoppers occurring as they approached the stores A total of 100 interviews were completed at each of four stores for a total of 400 completed interviews . The overall response rate was about 42%.

Analysis and results….. :

Analysis and results….. Exploratory factor analysis of regular supermarkets Correlations among variables were around .30 or higher Bartlett test of sphericity was significant at 153 degrees of freedom KMO was as high as 0.797, which was meritorious. Confirmatory factor analysis of enhanced supermarkets model (SESQ model) on regular supermarkets data Exploratory factor analysis of enhanced supermarkets

Analysis and results….. :

Analysis and results….. Confirmatory factor analysis of regular Supermarkets model on enhanced supermarkets data….. Chi-square of 541.66 with 98 degrees of freedom was significant at p < 0.01 ANOVAs were conducted on several demographic variables consumers shopping at the enhanced stores had a significantly higher level of income ( p < 0.01) and education ( p < 0.01) and expenditures ( p < 0.01), and also had larger living quarters ( p < 0.01).

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