Servqual

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Servqual (word from Serv ice and Qual ity) is a standardized method for measuring the quality of services and the consequent customer satisfaction . The method was developed in the 1980s by Parasuraman, Valarie Zeithaml and Berry (hence also: PZB model). The approach is one of the most cited and most widely used methods for measuring service quality .

Within customer-related service quality research, the process can be characterized as a satisfaction-oriented, multi-attribute one-component approach. On the basis of the C / D paradigm , the service quality is assessed by comparing expected and perceived performance.

The procedure (also: RATER system) is based on 5 dimensions :

  • R eliability → correct and reliable execution of the service
  • A ssurance → courtesy, competence , confident demeanor
  • T angibles → appearance (presentation form, clothes)
  • E mpathy → empathy of employees
  • R esponsiveness → customer friendliness ( react quickly and actively to customers )

The individual dimensions are evaluated using a questionnaire with 44 individual questions, which must be tailored to the service to be measured. 22 questions are used to record the perception component, the rest to record the expectation component. A seven-point Likert scale is used. The values ​​range from "I totally agree" (7) to "I completely disagree" (1). The difference in the comparison resulting from the answers to the questionnaire shows the service provider how big the difference is between the expectations of the customer ("this is how it should be") and the performance actually experienced ("this is how it is").

criticism

The methodology behind Servqual is controversial. The authors developed Servqual on the basis of Churchill's suggestions for the procedure for developing measurement concepts for marketing constructs. The subsequent recording of expectations leads to an inflation of the respondents' expectations. H. Customers interpret the expectation questions "this is how it should be" differently. B. as a minimum level or ideal desired level. The demands of customers on the performance of the service provider tend to be set too high, potentially at a level that cannot realistically be met.

Due to the described criticism of the expectation-perception measurement , the Servperf approach was developed, which does not take customer expectations into account.

See also

literature

  • Parasuraman, A. / Zeithaml, V. / Berry, L .: SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality, in: Journal of Retailing, Vol. 64, No. 1, 1988, pp. 12– 40.
  • Hentschel, Bert: The measurement of perceived service quality with SERVQUAL, in: Marketing ZFP, Heft 4, 1990, pp. 230–240.
  • Früh, Christiane: Quality perception of service processes. Understanding - Measuring - Steering, Vdm Verlag Dr. Müller, edition: 1 (November 2006)
  • Ralf Lisch : Measuring Service Performance - Practical Research for Better Quality. Routledge, Farnham 2014, ISBN 978-1-47241-191-4 , pp. 147-149.