This literature review contains the conceptual background including a definition and model of SERVQUAL, a critique followed by a review of SERVQUAL in the public sector. Conclusion and implications for future research follow.
Since market competition has become more antagonistic, the awareness of customer service has risen. The last two decades show that quality of service ought to be the key of success of the marketing strategy. Therefore, the vendor should get a chance to measure it in order to rate his competitiveness. According to Zeithaml et al. (1988), research and company experience reveals that advanced service quality generates calculable gains in returns, cost savings and market share. Thus, there was the motivation to develop a service quality model.
Recently, the established and well-known model of measurement of service quality is SERVQUAL, established as a tool by Parasuraman et al. (1985; 1988). Furthermore, it has been widely used since the mid-eighties in several case studies. Parasuraman et al. (1985) are the pioneers of service quality measurement, and they developed it further over the years through a series of academic papers to be selectively considered in the following literature review. Nyeck et al. (2002) stated that several researchers in this area emphasize the explanation of the perceived quality by using SERVQUAL approach due to its popularity caused “by its ease of use and by adaptability to diverse service sectors” (p.102).
Table of Contents
1. Introduction
2. Conceptual Background
2.1. Definition and model
2.2. Criticism
2.3. SERVQUAL in the public sector
3. Conclusion
4. Future research
Objectives and Topics
The primary objective of this literature review is to examine the SERVQUAL model as a tool for measuring service quality, focusing on its theoretical foundations, critical reception, and specific applications within the public sector.
- Theoretical development of the SERVQUAL model
- Core dimensions of service quality assessment (RATER Model)
- Analysis of critical perspectives on the SERVQUAL instrument
- Evaluation of SERVQUAL performance in public sector organizations
- Identification of future research directions in service quality measurement
Excerpt from the Book
2.1. Definition and model
Parasuraman et al. (1988) defined perceived quality as “global judgement, or attitude, relating to the superiority of the service” (p.16). Hence service quality is very difficult to measure and certainly more difficult than goods quality. Parasuraman et al. (1988) stated that “service quality perceptions result from a comparison of consumer expectations with actual service performance, and quality evaluations are not made solely on the outcome of service; they also involve evaluations of the process of service delivery” (p.42). Furthermore, there are several opinions of the definition of service quality. Swartz and Brown (1989) stated that “what service delivers is evaluated after performance” and moreover “how the service is delivered is evaluated during delivery” (p.190). Zeithaml and Bitner (2000) implied that customer expectations are beliefs regarding a service that serve as standards against which service performance is judged.
Oliver’s (1980) service quality theory predicts that clients will judge that quality is low if performance does not comply with their expectations. Hence, quality increases as performance surpasses expectations. Thus, customers’ expectations operate as the base on which they evaluate service quality. Additionally, at the same time as service quality improves, pleasure with the service and intent to use the service again, rises.
According to Zeithaml et al. (1990), SERVQUAL “provides a structure for understanding service quality, measuring service quality, diagnosing service quality problems, and deriving solutions to problems using a model that focuses on the gaps between customers' expectations and perceptions”(p.1868).
Summary of Chapters
1. Introduction: This chapter highlights the rising importance of customer service in competitive markets and introduces SERVQUAL as the primary tool for measuring service quality.
2. Conceptual Background: This section details the definition of perceived quality, the development of the SERVQUAL and RATER models, critical academic feedback, and the model's implementation in the public sector.
3. Conclusion: The conclusion emphasizes the significant impact of SERVQUAL on academia and business while noting that institutionalized status does not preclude the need for further fundamental research.
4. Future research: This section identifies potential research paths, specifically concerning the measurement of consumer expectations and the nature of interrelationships between service quality dimensions.
Keywords
SERVQUAL, Service Quality, RATER Model, Customer Expectations, Perceived Quality, Public Sector, Gap Analysis, Consumer Satisfaction, Marketing Strategy, Service Delivery, Reliability, Assurance, Tangibles, Empathy, Responsiveness
Frequently Asked Questions
What is the core focus of this publication?
The publication provides a comprehensive literature review of the SERVQUAL model, exploring its theoretical background, evolution, and application in various sectors, including the public sector.
What are the central themes of the work?
The central themes include the definition of service quality, the gap model of service performance, the RATER dimensions, and the ongoing academic debate regarding the model's validity.
What is the primary objective of this study?
The primary objective is to evaluate how effectively SERVQUAL measures service quality and to determine how its diagnostic capabilities can be improved for practitioners and researchers.
Which scientific methodology is employed?
The work utilizes a deductive literature review approach, synthesizing academic papers and case studies from 1985 to 2010 to assess the model's efficacy.
What is discussed in the main body of the text?
The main body covers the conceptual definitions of service quality, the transition from the original ten dimensions to the five-dimensional RATER model, critiques by various scholars, and empirical applications in public institutions like health clinics and local councils.
Which keywords best characterize the work?
Key terms include SERVQUAL, service quality, customer expectations, gap analysis, and the RATER model.
How is the public sector uniquely affected by service quality measurement?
The text notes that public sector service provision is more complex due to the challenges of balancing expressed versus unexpressed needs, limited resource allocation, and strict public accountability.
What does the model identify as the primary driver of perceived quality?
According to the SERVQUAL model, perceived quality is primarily a function of the magnitude and direction of the gap between expected service and actual perceived service.
How does the text respond to criticism of the SERVQUAL model?
The text acknowledges that while the model has critics who argue it relies too heavily on psychological stimulus-response theories, the original developers consistently addressed these concerns in academic journals by refining the model and validating its diagnostic utility.
- Citar trabajo
- Sebastian Regber (Autor), 2010, Measuring Customer Satisfaction by Applying the Approach of SERVQUAL for Quality Service Improvement in the Public Sector, Múnich, GRIN Verlag, https://www.grin.com/document/159847
