ServQUALviitekehys

ServQUALviitekehys is a conceptual framework used to assess and improve service quality. It was developed by Parasuraman, Zeithaml, and Berry in the 1980s. The framework posits that service quality is perceived by customers based on the gap between their expectations and their perceptions of the service received.

The ServQUALviitekehys model identifies five key dimensions of service quality. These are tangibles, which refer to the physical appearance of facilities, equipment, personnel, and communication materials; reliability, which is the ability to perform the promised service dependably and accurately; responsiveness, which is the willingness to help customers and provide prompt service; assurance, which is the knowledge and courtesy of employees and their ability to convey trust and confidence; and empathy, which is the provision of caring, individualized attention to customers.

To measure service quality using ServQUALviitekehys, researchers typically use a questionnaire that asks customers to rate their expectations and perceptions across these five dimensions. The difference between these ratings reveals the magnitude and direction of the service quality gap. Organizations can then use this information to identify areas for improvement and implement strategies to enhance customer satisfaction and loyalty. The framework has been widely adopted and adapted in various service industries to understand and manage customer experiences.