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Perceived service quality
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
2.2.1 Perceived service quality
Perceive service quality is a conceptual framework for comprehending the features of a service which comprises its outcomes, process, and image factors (Grönroos 2007, 89). Gronin and Taylor (1992, 59-60) suggest that the perception of the performance of the service is only criteria to measure the service quality, the service is mainly an antecedent of the customer expectation. Hence, the perceived of service quality is derived from customer experiences rather than expectations. Parasuraman, et al., (1985, 42) argue that customer perception of quality is determined by the differences between a customer ’s prior expectations and experience of actual service performance. Hence, when performance beats the expectation lead to increase service quality, as well as performance decreases relative to expectations result in decreasing of service quality. Grönroos (2007, 73- 77) classifies the perceived quality that into two service quality dimensions includes: (1). A technical dimension or the outcome of the service production process, as what customers receive in their interaction with a service provider, (2). Functional or process-related dimensions, as of how customers receive and experience the simultaneous production and consumption process, and how the service provider ensures the functions and 8 techniques to consumers. Moreover, the two dimensions play a crucial role on an image of a company or local corporate when service providers highlight on two dimensions to deliver an excellent service quality which is likely to affect minds of customers positively (Grönroos. 2007, 74). See Figure 3. Figure 3. Total perceived quality and two service quality dimensions by Grönroos (2007, 76) Rust and Oliver (1994) develop three dimensions of service quality perceptions including the technical perception? what customers receive, the functional perception? how customers receive, and the physical environment where the service quality perceptions can be involved in both functional and technical dimensions. The physical or service environment dimension is important to the integrity of customer perception quality development. For example, shabby décor could impact badly on the perceptions of the service process in a restaurant (Grönroos. 2007, 75). Download 1.33 Mb. Do'stlaringiz bilan baham: |
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