What is Service Quality Service quality is a focused evaluation that reflects the customer's perception of specific dimensions of service. It is an assessment of how well a delivered service conforms to the client's expectations. Types: Traditional service quality Electronics service quality Stems from a comparison of what customers feel a company should offer (i.e., their expectations) with the company’s actual service performance. It is measured along 5 parameters namely Reliability: Ability to perform the promised service dependably and accurately Responsiveness: Willingness to help customers and provide prompt service Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence Empathy: Caring, individualized attention the firm provides its customers Tangibles: Appearance of physical facilities, equipment, personnel, and communication materials

How is Service Quality different from product quality? Parameters Service Quality Product Quality Definition Its a direct interaction between customer and the service provider Organizations ability to produce low cost products at high volume and to the degree that the products meets specification Measures Skills necessary Communication Does enough to understand customer needs Polite & Respectful Attitude and expertise Physical dimensions- Measures length, width Performance- Measures how well it works Dimensions Reliability Responsiveness Assurance Empathy -Number of defects per unit produced -number of products returned -warranty claims Quality award won

SERVQUAL SCALE SERVQUAL is a multi-dimensional research instrument, designed to capture consumer expectations and perceptions of a service along the five dimensions that are believed to represent service quality. The dimensions of the scale are:- Tangibles- The appearance of physical facilities, equipment, personnel and communications materials Reliability-The ability to perform the promised service dependably and accurately. Responsiveness-The willingness of a company and its employees to help customers and provide prompt service. Assurance-The knowledge and courtesy demonstrated by employees, and their ability to inspire trust and confidence. Empathy-The caring, individualized attention that firm provides its customers. The servqual scale is a questionnaire that illuminates the gaps between what the customer expects and what they actually perceive about a given company. Gaps scores are determined by subtracting customers’ expectations ratings from their perception ratings on a 22 item scale. This serves to quantify the expectation/perception gap along five broad dimensions, which are applicable to any industry.

Expectations-Disconfirmation Paradigm Expectation confirmation theory is a cognitive theory which seeks to explain post-purchase or post-adoption satisfaction as a function of expectations, perceived performance, and disconfirmation of beliefs. Theoretical Constructs: Expectations- Extent to which the customer is satisfied Perceived performance Disconfirmation of beliefs Customer satisfaction

SERVQUAL v/s E-SERQUAL Definition Its a direct interaction between customer and the service provider Extent to which a website facilitates efficient and effective shopping, purchasing, and delivery. Secondary Definition Difference between the perceived performance and the perceived Expectations of the service SQ= P-E the beginning to the end of the transaction including information search, website navigation, order, customer service interactions, delivery, and satisfaction with the ordered product Dimensions Reliability Responsiveness Assurance Empathy Website design fulfillment customer service security privacy

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