SERVQUAL Model of Measuring service Quality

The SERVQUAL model is a widely used model for measuring service quality. It was developed by Zeithaml, Parasuraman, and Berry in the 1980s, and is based on the idea that customers’ perceptions of service quality are influenced by the gap between their expectations and their actual experiences.

The model is based on five dimensions of service quality:

Tangibles: This dimension refers to the physical aspects of the service, such as the appearance of the service provider, the physical environment in which the service is delivered, and the quality of the equipment used to deliver the service.

Reliability: This dimension refers to the ability of the service provider to deliver the service consistently and dependably, and to keep their promises to customers.

Responsiveness: This dimension refers to the willingness of the service provider to help customers and provide prompt service, and to the speed and effectiveness of their response to customer needs.

Assurance: This dimension refers to the knowledge, skills, and expertise of the service provider, as well as their ability to instill confidence and trust in customers.

Empathy: This dimension refers to the ability of the service provider to understand and address the unique needs and concerns of each customer.

To measure service quality using the SERVQUAL model, customers are asked to rate their expectations and perceptions of each of these dimensions. The difference between their expectations and perceptions is then calculated to determine the gap between what they expected and what they actually experienced.

The SERVQUAL model can be used to identify areas where service quality is falling short of customer expectations, and to develop strategies for improving service quality. By focusing on the specific dimensions where gaps exist, service providers can make targeted improvements to their services that will enhance customer satisfaction and loyalty.