SERVQUALmudel

The SERVQUAL model is a widely used framework for measuring and managing service quality. Developed by Parasuraman, Zeithaml, and Berry, it identifies five key dimensions that customers use to evaluate service quality. These dimensions are tangibles, reliability, responsiveness, assurance, and empathy. Tangibles refer to the physical appearance of facilities, equipment, personnel, and communication materials. Reliability is the ability to perform the promised service dependably and accurately. Responsiveness is the willingness to help customers and provide prompt service. Assurance is the knowledge and courtesy of employees and their ability to inspire trust and confidence. Empathy is the provision of caring, individualized attention to customers.

The SERVQUAL model typically involves a questionnaire that assesses customer perceptions of a service on these five dimensions and compares them to their expectations. The gap between perceived and expected service is considered a measure of service quality. A significant negative gap indicates poor service quality, while a positive gap suggests superior service quality. Organizations use the SERVQUAL model to identify areas where their service performance falls short of customer expectations and to develop strategies for improvement. It is a valuable tool for understanding customer satisfaction and driving service excellence across various industries.