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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
2.3 SERVQUAL Model
Palmer (2008, 328) drawing from (Parasuraman et al.,1988) propounds that the SERVQUAL instrument is a technique could be used by companies to better know the expectations and perceptions of their customers. According to Naik et al., (2010, 232) the SERVQUAL Scale is applied and adapted in a large number of empirical studies conducted across a broad range of services setting, cultural contexts and geographical location (e.g. the quality of service offered by food services, care services, banking and etc.). Grönroos (2007, 84) states that SERVQUAL is an instrument for evaluating how customers perceived the 14 service quality which assists companies to focus on meeting needs and specific requirements. Parasuraman et al. (1985, 42-45) define the customers’ perception of service quality is the gap between expected services quality and perceived services quality which mainly causes from (four gaps) as will discussed in detail in the gap model of service quality. Figure 6 below shows the five gaps of the service quality model According to Parasuraman et al. (1985, 45). Wilson, et al. (2012, 121) propose that the collected data from SERVQUAL survey could be used for different purposes as listed below. • To define the gap, score between customers’ expectations and perceptions for each service attribute. • To evaluate service quality of company along each of five SERVQUAL determinants. • To control customers’ perceptions and expectations through individual service attributes and on SERVQUAL determinants over time. • To contrast SERVQUAL score with other competitors. • To assess internal service quality that could offer by one division or departments of a company to others in the same company. • To examine and recognize customer segments that differs considerably in their estimation of the firms’ service performance. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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