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A presentation on the basic dimensions of service quality as perceived by customers.
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PRESENTED BY DAYO ADEWOYE
Dimensions of Service Quality
Background: A Study
SERVQUAL was developed in the 1980s by some Amercan scholars: A. Parasuraman, V.A. Zeithaml, and L.L. Berry. It was developed as a tool for measuring service quality by comparing customers perception of the service delivered with their desired expectations.
When expectations are not met, the service is deemed unacceptable. When perception is in line with expectation, the service quality is satisfactory. However, the service is rated as exceptional when the perception exceeds expectation.
The study observed that customers measure the quality of service received along five areas or dimensions: Responsiveness, Reliability, Assurance, Empathy, Tangibles.
The 5 Dimensions
Reliability
Definition
The ability to provide what was promised dependably and accurately.
This dimension is a measure of how reliable our customers perceive us to be. Can they trust us to deliver on our brand promise?
Application
• Deal honestly with enrollees.• Ensure data is correctly entered on identification
cards and on enrollee list.• Maintain good relationship with providers to
ensure smooth access to care for enrollees
Responsiveness
Definition
This is the willingness to help customers and provide prompt service.
Application
• Respond to emails promptly
• Pick up calls on time and be sure to return missed calls
Assurance
Definition
The ability to convey trust and confidence, and demonstrate knowledge and confidence.
Application
• Know your products and process
Empathy
Definition
Care and individual attention given to customers
Application
• Show concern when interacting with enrollees
• Listen actively
Tangibles
Definition
Physical appearance of personnel, facilities and equipment
Application
• Maintain clear and friendly tone of voice over the phone
• Design and appearance of email• Dressing and presentation of front desk
representative, as well as appearance of reception area
Thank You!