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Service Quality Determinants
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
2.3.2 Service Quality Determinants.
In the 1980s Berry and his colleagues, Parasuraman and Zeithaml initiated to study service quality determinants and how customers assess the quality of service according to the perceived service quality concepts. Their initial study found that the ten determinants of perceived service quality that could summarize the dimensions of service quality. As a result of later study, the ten determinants of service quality have decreased and emerged into five dimensions (Grönroos. 2007, 84). Zeithaml, et al. (1996, 119-122) explain each of the five dimensions of service quality and how customers judge them as follows: 1. Reliable (delivering on promises) is the ability to perform promised service dependably and accurately to customers without any mistake, the company maintains its promises about the service outcomes and core service attributes to customers (Zeithaml, et al., 1996, 119). The 18 reliability and trustworthiness aspect could be defined when customers trust completely a service provider since service provider could keep and perform service quality to the best of customers at heart (Grönroos. 2007, 89). 2. Responsiveness (being willing to help) as willing to help customers and provide to prompt service. This dimension focuses on attentiveness and promptness were concerned with customer questions complains, and requests, also it is the way of customizing the service to meet customer needs (Zeithaml, et al., 1996, 119). 3. Assurance (inspiring trust and confidence): employees’ knowledge and courtesy to respond to customer’ question, also, employees able to inspire trust and confidence to their customers and make customers feel safe (Zeithaml, et al., 1996, 119), (Grönroos. 2007, 84). It could be considered as attitudes and behavior when customers feel that services of employees are concerned about them and interested in solving their problems (Grönroos. 2007, 84). 4. Empathy (treating a customer as an individual) means that a service provider understands customer’s problem and performs in their best interest as well as giving customer individual attention and having convenient operating hours. The empathy dimension could be accessibility and flexibility aspects according to Grönroos (2007, 84) when a customer feels that service provider, its location, employees, operating hour are designed and operate in order to easily get access to the service and prepared to customize to demands and wishes of customers. 5. Tangible (representing the service physically) is related to the appearance of physical facilities, equipment, written materials as well as the personal appearance of employees (Zeithaml, et al.,1996, 122). Grönroos (2007, 89) suggests that tangible dimension could be the Servicescape aspect when customers feel that physical surrounding and other criteria of the environment of a service encounter support a positive experience of the service operation. |
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