Explain SERQUAL model with example.
Answers
Hi my dear friend,
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. ... It has become the dominant measurement scale in the area of service quality.
What is the SERVQUAL Model?
The Service Quality Model or SERVQUAL Model was developed and implemented by the American marketing gurus Valarie Zeithaml, A. Parasuraman and Leonard Berry in 1988. It is a method to capture and measure the service quality experienced by customers.
Initially, emphasis was on the development of quality systems in the field product quality. Over time, it became more and more important to improve the quality of related services. Improved service quality could give organisations a competitive edge. In addition, service in general became more important, and as a result, the SERVQUAL Model had a serious impact in the eighties. Back then, measuring service was abstract and not easily quantifiable.
The SERVQUAL Model is primarily a qualitative analysis. If a satisfaction survey mainly depends on the transactions between supplier and buyer, the observed quality is measured through generic, environmental factors.