Measuring Service Quality Using SERVQUAL Model - Annotated Bibliography Example

Journal articles review The first article is Measuring Service Quality using SERVQUAL Model: A Study on PCBs (Private Commercial Banks) in Bangladesh by Rahaman1, M., & Rahman, A. 2011. Background Due to competition and the increasing importance of the services provided by private commercial banks in Bangladesh, researchers decided to conduct studies on the service provision levels of these banks. This study was conceived out of that desire to reveal the level of performance and service provision for these banks. The SERVQUAL model was chosen since it was seen by the researcher as the best among all the available alternatives. The scope and objectives The key objective in the study was to measure the quality of services in the banks of Bangladesh using the SERVQUAL model. It also sought to study the effect of service quality and the satisfaction of customers by private commercial banks. It also measures the levels of customer satisfaction in the services of the banks and recommend on how banks can provide better quality services (Rahaman, and Rahman, 2011, 1). The article also shows how service improvement management may be made more logical and integrated based on the dimensions of service quality that have been given priority and their tendency to reduce or increase service quality gaps (Rahaman, and Rahman, 2011, 4). Methodology Survey and quantitative methods formed the methodology. The sample composed of 310 bank clients in Dhaka, Bangladesh obtained through random sampling. Collection of data was done in 80 branches belonging to 30 commercial banks in the city of Dhaka. Analysis of data was based on appropriate tools applicable to SERVQUAL model. Major findings Through the study, the researchers found out that private commercial banks in Bangladesh have done what is required to help customers get their satisfaction by providing reliable services and responding quickly and assuring them of attention (Rahaman, and Rahman, 2011, 4). Conclusion Failing to understand what customers prefer as their needs brings failure in the design of service quality. Private Banks try to revise their delivery of services to align with SERVQUAL model. SERQUAL requirements like giving solutions to the problems of customers, timely delivery of services, responding quickly to clients, safety in transactions and personal attention should be studied further. Limitations and implication Majority of the respondents in the study were found to be young people and therefore was viewed as not being representative of all age groups in Malaysia. The second article is Exploration and Development of SERVQUAL by Kim, Y., Kim, K., Yun, D. 2003. Background Many models and alternative for measuring service quality exist. Researchers have been giving conflicting views and reports on the strengths and capability of various models. This confusion necessitated the researchers credited with this study to come together and research the claims made especially about the SERVQUAL model of measuring service quality. Reports had been showing that the model was the best while other reports stated otherwise (Kim, Kim and Yun, 2003, 2). The scope and objectives The scope of this study includes finding out the strengths and weaknesses of the gap-based SERVQUAL model in measuring service quality. This was done against criticism and suggestions that alternative models for measuring service quality could perform better than he SERQUAL gap-based model. Methodology Both primary and secondary research methods were used to collect data for this study. Secondary data was collected from books and the internet. Information gathered from these sources showed the comparison of the SERVQUAL Models to other available models for measuring service quality. The questionnaire for primary research had 20 questions about the views of the responded on the performance of all the existing models of measuring the quality of services. (Kim, Kim and Yun, 2003, 1). Major findings The study found out that the SERVQUAL model is popular in determining the service quality because it has a strong capacity to diagnose as opposed to explanatory frameworks. Although certain researches heap criticism on SERVUAL model and suggest that alternative constructs for measurement are better, the SERQUAL model remains superior. The study revealed that the strong capacity of the SERVQUAL model diagnosis is its major strength. The criticism being made about the model when it is compared to other models fails to recognize the variations in scales used in analyzing statistics. A gap based model may have only one weakness which is the way customers misinterpret evaluation and service perception (Kim, Kim and Yun, 2003, 2). Conclusion Future research should focus on the factors that give the SERVQUAL model an advantage over the other models. Limitations and implication The study was limited by its small sample. The SERVQUAL model is recommended for the study of service quality satisfaction. The third article is Private healthcare quality: applying a SERVQUAL model by Butt, M., & Run, E. 2010. Background The study was prompted by issues of poor quality of healthcare in various private healthcare facilities. The researchers saw these issues and concerns from service seekers as being grave. They decided to carry out a study which would measure the quality of services provided in the private healthcare facilities. This was meant to confirm or refute the claims made by various studies and stakeholders (Butt, and Run, 2010, 3). The scope and objectives The scope of this paper was to develop the SERVQUAL model scale and test it to determine how it measures the quality of private health services in Malaysia. The study also sought to reveal the strengths and the limitations of the SERVUAL model as a way of measuring service quality. Methodology The research consisted of a sample with 340 people chosen randomly from a health facility that they were visiting. This period of data collection took three months. The researchers analyzed the collected data using correlations, principal component, means as well as confirmatory factor analysis. The analysis was done with the aim of establishing the reliability level of the modified SERVQUAL scale as well as convergent, discriminant validity and underlying dimensionality Major findings The results of this study show that there is a negative gap in quality for general quality of private health care in Malaysia. The outcome of the study also indicated that each scale dimension in service quality had a moderate negative quality gap. Very good results were produced from the analysis of scale development. These results may be applied to broader practice and policy of healthcare (Butt, and Run, 2010, 5). Conclusion The study gives a formula for assessing the quality of private healthcare services. It also makes a scale that successfully measures the quality of health services in the context of the Malaysia private health sector. Limitations and implication The sample was not representative of the whole of Malaysia since respondents came from only one health facility. Quality healthcare practices can be easily measured using the SERVEQUAL scale. The fourth article is Applying SERVQUAL Model and Factor Analysis in Assessing Customer Satisfaction with Service Quality: The Case of Mobile Telecommunications in Macedonia by Zekiri, J., 2011. Background The SERVQUAL model was used to measure the satisfaction of customers in the services they receive from the Mobile Telecommunications industry in Macedonia. The study was necessitated by the perceived dissatisfaction in the services provide to customers from various telecommunications companies in Macedonia. Various studies had also highlighted this issue. This study was believed to be significant because it was employing the use of SERQUAL model (Zekiri, 2011, 3). The scope and objectives The purpose of the study was to apply the SERQUAL model and factor analysis on the assessment on the satisfaction of customers with the quality of services in the mobile telecommunication industry of Macedonia. Methodology The study is based on primary and secondary research whereby a questionnaire was used in data collection. The questionnaire used was structured and it was derived form the SERVQUAL model. It was then issued out in a random manner to the people relying on the mobile operators. This determined the satisfaction of these people with the provision of service quality in the mobile telecommunication market of Macedonia. The questionnaire used in the study had open ended questions. Secondary data was obtained from company directories, journals and online articles (Zekiri, 2011, 6). The major findings were drawn from the SERVQUAL model. The structured questionnaire had 22 questions about pre-purchase and 22 more questions about post purchase. Major findings The analysis of the findings in this study revealed that the general service quality that the customers thought of had no satisfaction and that they had higher expectations than their perceptions. The researchers found out that the customers got no satisfaction in the quality of services in each of the five dimensions researched upon. Reliability as shown through factor analysis was the most critical factor for the satisfaction of customers in the quality of services. The most critical factors that bring satisfaction to customers in quality of services were found to be responsiveness and reliability. The second factor was assurance followed by empathy and finally the tangible dimension (Zekiri, 2011, 4). Conclusion Studies should be done in future on the five dimensions of service quality satisfaction which are; reliability, responsiveness, assurance, empathy and tangibility. Finally there is the article; Measuring Information Systems Service Quality: Concerns for a Complete Canvas by Pitt, L. Watson, R. & Kavan, B., 1997. Background Van Dyke et al published an article on the use of SERQUAL model in the IS domain. This study was prompted by the publication of that article. It was done as a response to it. Scope and objectives The key objective is to balance the arguments raised about the topic from marketing literature and those of the developers of SERVQUAL model blended with evidence from the researcher in conditions that are IS specific (Pitt, Watson, and Kavan,1997, 1). Methodology The data used was obtained from secondary research on other sources. It was taken from books, journals and the internet. This data was analyzed against the claims made by Van Dyke in order to arrive at a conclusion about the validity of his claims. Major findings The study provides sufficient evidence to prove that the reduction in perception and expectation over service quality for SERVQUAL is higher than suggested by Van Dyke et al. It also found that the seriousness in the problems of reliability in different score calculations for SERVQUAL is less than suggested by Van Dyke et al. it also reveals the problems associated by dimensional satisfaction as stated by other researchers (Pitt, Watson, and Kavan,1997, 1). Conclusion The study disagrees with Van Dyke on two major issues. Research in future should be done on four important areas in the study. Limitations and implication The authenticity, accuracy and timing of the secondary data used may be questionable. Bibliography Butt, M., & Run, E. 2010. Private healthcare quality: applying a SERVQUAL model, International Journal of Health Care Quality Assurance, Vol. 23 Iss: 7, pp.658 - 673 Kim, Y., Kim, K., Yun, D. 2003. Exploration and Development of SERVQUAL, Asian Journal on Quality, Vol. 4 Issue: 1, pp.116 - 130 Pitt, L. Watson, R. & Kavan, B., 1997. Measuring Information Systems Service Quality: Concerns for a Complete Canvas. Mis Quarterly journal, Vol. 21 issue. 2. Rahaman1, M., & Rahman, A. 2011. Measuring Service Quality using SERVQUAL Model: A Study on PCBs (Private Commercial Banks) in Bangladesh, Vol.1, No.1, July 2011, pp.01-11 Zekiri, J., 2011. Applying SERVQUAL Model and Factor Analysis in Assessing Customer Satisfaction with Service Quality: The Case of Mobile Telecommunications in Macedonia. International Bulletin of Business Administration. Eurojournals Issue 11 (2011) Read More