It is an immensely complex exercise to measure the quality of a service. There are differences between product and service. In case of product, there are precise specifications such as length, depth, width, weight, color etc. On the other hand, a service can have several intangible or qualitative features. In addition, there are some expectations of the consumer regarding the service, which can differ significantly based on a range of factors such as experience, personal requirements and what other people may have said to them.
To determine the service quality Parasuraman, Zeithaml, and Berry (1994) have developed a methodology known as ‘SERVQUAL’ which is a service quality questionnaire survey methodology. SERVQUAL model suggested five dimensions of service quality. They are reliability, responsiveness, tangibles, empathy, and assurance. Experiences or perceptions and expectation are measured in SERVQUAL model and SERVQUAL model has been well used in retail surroundings (Berry, 1986; Brown et al., 1993; Carmen, 1990; Finn and Lamb, 1991; Dabholkar et al., 1996) including banking, fast food, dry cleaning (Cronin and Taylor, 1992) and health care (Babakus and Mangold, 1989). In diversified businesses as the technologically advanced industrial market(Pitt et al., 1992) and B2B (business to business) services (Brensinger and Lambert,1990) include the application of the SERVQUAL.
However, this model raises some doubts as to whether expectations are being assessed at all. The gap measured by the SERVQUAL model between expectation and perception is uncertain as to whether this is an indication of initial expectation or how the service is continuously reevaluated whilst it is being executed, or experienced. Therefore, SERVPERF model is proposed by Cronin and Taylor (1992), and this model eliminates expectation from the SERVQUAL, and it measures the service quality based on service perception. In this paper, the SERVPERF model is used to measure the service quality of the sports centre.
Inhaltsverzeichnis (Table of Contents)
- A brief evaluation of the method and data collected
- Analysis
- Reflection and Conclusion
- Bibliography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research report aims to evaluate the service quality of a sports center at the University of Lincoln using the SERVPERF model. It focuses on identifying the relative importance of different service quality dimensions as perceived by students.
- Service Quality Measurement with SERVPERF Model
- Importance of Tangible Elements (Physical Facilities)
- Student Perceptions of Reliability and Responsiveness
- Influence of Confidence/Assurance in Service Delivery
- Impact of Empathy in Customer Interactions
Zusammenfassung der Kapitel (Chapter Summaries)
The report begins by introducing the SERVQUAL model and its application in service quality assessment. It then discusses the SERVPERF model, which is employed to measure service quality based on service perception. The methodology section details the survey conducted at the University of Lincoln, including the sampling method, sample size, and questionnaire design.
The report further explores the results of the survey, focusing on the descriptive analysis of student perceptions regarding the five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. The findings reveal the relative importance of each dimension to the students.
Schlüsselwörter (Keywords)
The report centers around the application of the SERVPERF model in measuring service quality in a sports center setting. The key themes explored are service quality dimensions, student perceptions, and the relative importance of different service attributes. The analysis relies on quantitative data gathered through a standardized survey.
- Quote paper
- PhD Candidate, MBA, BBA Md. Rajibul Hasan (Author), 2011, A Research Report based on an analysis of Service Quality of Sports Centre, Munich, GRIN Verlag, https://www.grin.com/document/208275
