SERVQUALmittari

SERVQUAL is a model used to measure and evaluate the quality of service provided by an organization. It was developed by Parasuraman, Zeithaml, and Berry in 1985 and is widely used in the field of service management. The acronym stands for Service Quality, and the model is based on the gap theory, which posits that the perceived quality of service is determined by the difference between the expectations of the customer and the actual performance of the service.

The SERVQUAL model consists of five dimensions of service quality: reliability, responsiveness, assurance, empathy, and tangibles. Reliability refers to the ability of the service provider to perform the promised service dependably and accurately. Responsiveness refers to the willingness of the service provider to help customers and provide prompt service. Assurance refers to the knowledge and courtesy of employees and their ability to inspire trust and confidence. Empathy refers to the caring and individualized attention provided by the service provider. Tangibles refer to the appearance of physical facilities, equipment, personnel, and communication materials.

To measure service quality using the SERVQUAL model, customers are asked to rate their expectations and perceptions of the service on a scale for each of the five dimensions. The difference between the expectations and perceptions is then calculated to determine the gap in service quality. A positive gap indicates that the service provider is meeting or exceeding customer expectations, while a negative gap indicates that there is room for improvement.

The SERVQUAL model has been widely used in various industries to evaluate service quality and identify areas for improvement. It has also been used to develop strategies for enhancing service quality and improving customer satisfaction. However, some researchers have criticized the SERVQUAL model for being too simplistic and not accounting for the complexity of service encounters. Despite these criticisms, the SERVQUAL model remains a popular and useful tool for measuring and evaluating service quality.