CHAPTER 2: LITERATURE REVIEW
2.1. Service Quality
The definition of the quality of service was used largely to compare teams on the excellence service to customers. Quality of service defined as general impression of a service provider, the services and clients often considered as equivalent to the general attitude of the customers of the company (Parasuraman et al., 1988). This definition of quality of service covers several points. One of them is an attitude to develop in all the previous meetings with a company of services.
Service quality definition:
Rust and Oliver (1994) suggested that the most recent measurement of the quality of service concept. They offered a model of three components, in which the overall perception of the quality of service is based on the assessment of the three dimensions of client service:
1) Employee engagement (functional quality or process)
2) Service environment, and
(3) The result (i.e., the technical quality).
While the study supports the idea that the environment affects the perception of the service quality, it is difficult to draw a distinction between the notions of the concept of functional quality service which had been proposed in the literature. For example, Researchers suggest three factors, including environment, conditions and service design and social factors.
However, the definition proposed by Brady and Cronin (2001) shows that the services are part of the process of service delivery. In short, for the sake of parsimony, it seems good to include elements of environmental services as the part of components of a functional aspect.
(Parasuraman, Zeithaml and Berry, 1985) concluded that the quality of the service can be described on the basis of 10 dimensions. Tangible, reliability...
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...relationships, economically viable.
He aspired to develop an empirical model of the quality of service with a particular focus on the banking sector. The objectives of the study are:
(1) To identify the critical factors of quality of service from the viewpoints of customers;
(2) An instrument for measuring the quality of service perceived by the client based on the factors identified with a particular focus on the banking sector;
(3) Verify empirically the instrument proposed by the uni-dimensionnalite, reliability and validity using confirmation factor approach to analysis. They proposed the 5 critical factors for quality of service from the point of view of customers, for example, the human element of the provision of services, essential service or product service, the systematization of the provision of services, tangible service and social image of the company.
According to Business Studies ‘’Customer service is one of the most important ingredients of the marketing mix for products and services. High quality customer service helps to create customer loyalty. Customers today are not only interested in the product they are being offered but all the additional elements of service that they receive from the greeting they receive when they enter a retail outlet, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for’’ (Business Studies, n.d).
Taylor∗, S.A. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, Volume 70, (Issue 2).
This is first and important step to any organization is maintaining good quality which meets the needs and expectations of consumers. A good service with an excellent quality is the critical factor and continuous monitory effort to a business successful.
Zeithaml, V., Parasuraman, A., & Berry, L. (1990). Delivering quality service: balancing customer perceptions and expectations. New York, New York: Simon and Schuster.
We recommend Vikram to use service quality framework (SERVQUAL) as a scale to measure and manage hotel guest’s perception of service quality in terms of five dimensions (session2 slide#45), which are (i) Reliability – OV employee’s ability to dependably and accurately perform the promised service to consistently delight its guests (ii) Assurance – Knowledge and courtesy of OV employees, and their ability to convey trust and confidence. (iii) Empathy – OV’s individualized attention and customized care it offers to its guests and understanding the customer to anticipate guest needs, wants and desires to enlighten the service. (iv)Tangibles – Refers to OV’s lavish tents and other physical facilities, equipment, pleasant appearance of OV personal, etc. (v) Responsiveness – OV’s willingness to help customers and provide prompt
Customer service is valued as a competitive tool by many organisations. It gives you the ability to gain customer loyalty while meeting the customer’s expectations. Staff will have many skills and knowledge that will provide a competitive edge. Most organisations are known for the quality of their customer service. This means that they are known for good customer service or poor customer service. However, being known for good customer service will attract customers. It will also attract customers who are usually hard to reach.
The original SERVQUAL model was identified into ten elements of service quality; however these elements were collapsed into five factors in the later work, they are reliability, assurance, tangibles, empathy, and
McDonald's Corporation, an American company, is the world's leading food service retailer, with more than 30,000 franchise restaurants in more than 100 countries (McDonald cooperation, 2010).McDonald’s entered the China market in October 1990 and it becomes a popular restaurant which owns 960 restaurants and over 60,000 employees in China at the present day (Liu, 2008). According to the service gap model (Zeithaml, 2009), the problems existing in the servicescape which is the physical environment where the service is delivered (Bitner, 1992) will lead to provider gap 2 (the service design and standards gap) in the gaps model of service quality (see appendix one). In China, although McDonald’s’ acts locally in building the restaurant’s service environment to some extent, there are still some issues existing in its servicecape design. However, have studied customers’ discussions about the service environment in McDonald’s’, the issues existing in its servicescape include the shortage of the ambient condition (such as the inadequate use of music), the insufficiency of the spatial layout design (such as the lake of Self-help sauce pavilion), and the use of symbols and...
a) Good customer service is a critical component of a quality product. Collier (2011) states that service needs to be consistent, continuous, thoughtful and available. These are crucial in meeting and exceeding customer expectations. Collier also continues on to state that staff providing customer service must have appropriate skills, knowledge and personal attributes to execute a high standard of service. These skills have been identified by Collier as listening skills, punctuality, courtesy, integrity and grooming. The skills and qualities identified are reflected by the five key components of customer service tangibles, reliability, responsiveness, assurance and empathy. The five components have been provided by the SERVQUAL service measuring
The Service Management Excellence is not a short term phenomenon. It provides principles and techniques that will endure in the long run. Excellent service is not a yoke; it is imbedded in the way exceptional organizations ...
It is important that the production and consumption coincide, and, therefore, the client is usually is on the place where and while the service is delivered (Simon & Woo, 1997). Having in mind service process complexity, providing excellent service quality is an important challenge facing the contemporary service industry (Hung, Huang, & Chen, 2003). Thus, during last years’ service quality has become an important area of attention to researchers and practitioners because of its strong impact on client satisfaction, loyalty, among other important factors (Hallowell, 1996; Lasser Manolis, & Winsor, 2000; Sureshchandar, Rajendran, & Anatharaman,
“Excellent customer service is the process by which your organization delivers its services or products in a way that allows the customer to access them in the most efficient, fair, cost effective, and humanly satisfying and pleasurable manner possible”, (Jack Speer, 2005).
Customer Service is the act of dealing with the customers needs by giving and delivering professional, helpful, high quality service and help some time recently, amid, and after the customer's requirements are met.
When organization always provide high-quality products and good services, customer will create their satisfaction and increased customer loyalty.
The dimensions of service quality refer to the attributes which contribute to consumer expectations and perceptions of service quality, thus serving as the determinants of consumers’ quality assessment (Rowley, 1998). The most well-known, commonly used service quality scale is the SERVQUAL, a general instrument for measuring service quality developed by Parasuraman et al., (1988). It includes five dimensions of service quality: (1) tangibles: appearance of physical facilities, equipment, personnel and communication materials; (2) reliability: ability to perform the promised services dependably and accurately; (3) responsiveness: willingness to help customers and provide prompt service; (4) assurance: knowledge and courtesy of employees and their ability to convey trust and confidence; and (5) empathy: caring, individualized attention that a firm provides its