أ. شريف نايف عوايص

محاضر في ادارة الأعمال- رئيس قسم التسجيل - عمادة القبول والتسجيل

Service Quality

Service Quality

There are a number of different “definitions” as to what is meant by services quality. In its simplest form service quality is a product of the effort that every member of the organization invests in satisfying customers. In its broadest sense service quality is defined as superiority or excellence as perceived by the customer. More especially service quality has been defined as:

  • The delivery of excellent or superior service relative to customer expectations.
  • Quality is behavior – an attitude – that says you will never settle for anything less community, your stockholders or colleagues with whom you work every day.
  • When we want to be effective – delivering good quality to the customer – we must produce services that meet “as much as possible” the needs of the consumer.
  • Quality is providing a better service than the customer expects.

One that is commonly us defines services quality as the extent to which a service meets customer’s needs or expectations. Today the most popular model of service quality in use is service quality gap model, perceived service quality as the difference between consumer expectations and their perceptions.

Service Quality Assessment

Service quality a critical component of customer’s perception will be the dominant element in customer evaluation. In cases where customer service or services are offered in combination with a physical product, service quality may also be very critical in determining customer satisfaction. Customers judge their quality of service on their perception of the technical outcome and how was the outcome delivered. For example, a legal service client will judge the quality of outcome, or how the court case was delivered, and also the quality of the process. Process quality also includes such things as lawyer’s timeliness, the responsiveness in returning phone calls, his empathy for the client, his courtesy and interviewing skills. Similarly, a restaurant customer will judge the service on customer’s perception of the meals (technical outcome quality) and on how the meal was served and on how the employees interacted with customers (process quality). Some researchers found that customers consider following five dimensions in their assessment of service quality:

  • Empathy: Caring, individualized attention given to customers.
  • Responsiveness: Willingness to help customers and provide prompt service.
  • Reliability: Ability to perform the desired service dependably and accurately.
  • Assurance: Employee knowledge and courtesy and their ability to inspire trust and confidence.
  • Tangibility: Appearance of physical facilities, equipment, personnel and written material.

These dimensions represent how consumers organize information, about service quality in their minds. On the basis of exploratory and quantitative research, these five dimensions are found. These dimensions are relevant for banking, insurance, appliance repair and maintenance, securities brokerage, long distance telephone service, automobile repair service and others. The dimensions are also applicable to retail and business services. Sometimes customers will use all these dimensions to determine service quality perceptions at other times not. For example, in remote encounter such as an encounter with ATM, empathy is not likely to be relevant dimension and in an encounter such as scheduling a repair call, tangibles will not be relevant.

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