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Measuring process of Service quality by SERVQUAL Model
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
2.3.3 Measuring process of Service quality by SERVQUAL Model
Palmer (2008, 328) and Grönroos (2007, 84) in their research which is adapted from Parasuraman et at. (1988) suggest that SERVQUAL instrument operated by the generic 22 items’ questionnaire, which sketched to cover five broad attributes of service quality in order to a comparison between customers’ perceptions and expectations of each generic items. According to Palmer (2008, 328), the five attributes have different descriptions and each one has the respective number of the 22 statements as follows: 1. Tangible (appearance of physical elements) 1 to 4. 2. Reliability (dependability, accurate performance) 5 to 9. 3. Responsiveness (promptness and helpfulness) 10 to 13. 4. Assurance (competence, courtesy, security, and credibility) 14 to 17. 5. Empathy (easy access, good communications, and customer understanding) 18 to 22. The customers are required to value the 22 statements relating to their expectations and perceptions in every single instance (Palmer 2008, 328). Thus, each statement is evaluated by the customer’s responding to two ratings of their expectations and perceptions. The c ustomers’ ratings of each statement on a Likert scale from 1(strongly agree) to 7 (strongly disagree). Furthermore, the survey required to customers’ comments about their experiences of the service, and their overall impression of it. The respondents are asked for supplementary demographic data in order to enable company for identifying customer segments of service quality (Palmer 2008, 328) and (Grönroos. 2007, 84). Adil et al. (2013) drawing from (Parasuraman et at., 1988) explain that service quality gap (Q) is, the calculation by subtracting the perceptions (P) from expectations (E) value to estimate the service (GAP 5) Thus, the service quality equation: SQ (Service quality Gap) = P (Perceptions)- E (Expectations). 20 The results of this study will inform the companies whether its customers’ perceptions are exceeded or not the expectations of customers, and these results help to identify the shortfalls and advantage of the performance service in order to close the (Gap 5) (Adil et al. 2013: Palmer 2008, 328). The researcher has used the five dimensions of Service quality in the first part of the survey questionnaire which estimated by the 14 attributes questionnaire, since the research tend to decrees the total number of the attributes questionnaire from 22 to 14 items by emerging these attributes to avoid overlapping and repetition questions, also it streamlines the process of responding in the fast and feasible way. The researcher used 5 numbered scale to rate each attribute and dimension of questionnaires instead of seven numbered scales. The researcher has involved the additional statements to a total of 14 statements in the second part of the questionnaire. The additional statements include two statements which derived from the empirical study of (Bouranta et al., 2009, 282). The two additional statements aim to investigate product attributes and (safety and choice) attributes, through evaluation in the same way of the gap score customers’ expectations and perceptions of the service quality. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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