Parasuraman: a conceptual model of service quality and its implications for future research
11 important questions on Parasuraman: a conceptual model of service quality and its implications for future research
Quality in tanigble goods has been described and measured. Quality in services is undefined and not researched. Parasureman wants to rectify this situation, how? (4)
1 Reviewing the studies that have investigated service quality
2 Reporting the insights obtained in an extensive exploratory investigation of quality in four service businesses
3 Developing a model of service quality
4 Offering propositions for further research
Which 3 characteristics of services must be aknowledged? (Parasuraman)
What is service quality according to Parasuraman?
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Which 2 types of service quality exist? (Parasuraman)
Functional quality: the manner in which the service is delivered
Through in-depth focus groups interviews an important insight is obtained: a set of key gaps exist in regarding executive perceptions of service quality and the tasks associated with service delivery for customers. These gaps can be major hurdles in attempting to deliver a service which customers would perceive as being of high quality. Name the first (of five) gaps? (Parasuraman)
1 What features connote (impliceren) high quality to consumers in advance
2 What features a service must have in order to meet customer needs
3 What levels of performance on those features are needed to deliver high quality service
>> This leads to proposition 1: the gap between consumer expectations and management perceptions of those expectations will have an impact on the consumer's evaluation of service quality.
Through in-depth focus groups interviews a important insight is obtained: a set of key gaps exist in regarding executive perceptions of service quality and the tasks associated with service delivery for customers. These gaps can be major hurdles in attempting to deliver a service which customers would perceive as being of high quality. Name the second (of five) gaps? (Parasuraman)
A variety of factors (resource constraints, market conditions, management indifference) may result in a gap between manager perceptions of consumer expectations and the actual specifications established for a service. F.e. executives in the repair service firm were fully aware that consumers seek quick response to breakdowns as a vital ingredients of high service quality. However they find it difficult to deliver it.
>> This leads to proposition 2: the gap between management perceptions of consumer expectations and the firm's service quality will affect service quality from the consumer's point of view
Gap 1-4 are the marketer-producer side (gap 5 is the consumer side). Can cap 1-4 be favorable or unfavorable for the firm? (Parasuraman)
Only 2 (tangibles, credibility) of the 10 (reliability, responsiveness, competence, access, courtesy (hoffelijkheid), communication, security, understanding/knowing the customer) determinants of service quality, can be known in advance of the purchase. This leads to a low number of search properties (zoekeigenschappen). Till what proposition does this lead according to Parasuraman?
The position of a consumer's perception of service quality on the continuum depends on the nature of the discrepancy between expected and perceived service. Till which proposition does this lead? (Parasuraman)
A When expected service is higher than the perceived service, perceived quality is less than satisfactory and will tend toward totally unacceptable quality, with increased discrepancy between expected and perceived service.
B When expected and perceived services are equal, the perceived quality is satisfactory
C When the expected service is lower than the perceived service, perceived quality is more than satisfactory and will tend toward ideal quality, with increased discrepancy between experienced and perceived service.
Summarize the model of Parasuraman:
Describe the SERVQUAL instrument of Parasuraman? It is toward common dimension of service delivery (5)
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