The paper “ How Does Company’ s Ability to Provide High Service Quality Make It More Competitive and Cut the Costs of Running the Business? " is a worthy example of term paper on marketing. Service quality is the product of what the customers expect and what they actually perceive how the delivery process of service (Brady, Cronin & Brand, 2002). Service quality is a process, which involves the management of business processes in such a way that ensures that the customer is fully satisfied at all, levels of the organization, that is, both externally and internally.
Service involves doing, processing or performing something in the process of production of goods or services. It constitutes the intangible part of a product. Services have intrinsic characteristics, which set it apart from the goods, that is, services are intangible, inseparable and heterogeneous. Serviced quality is a process that makes an organization to be more competitive than related businesses. Furthermore, service quality ensures that the organization’ s way of running a business is flexible and effective. An organization, which boasts, of having high service quality is well placed in the market in terms of both competition and results of the business.
Thus, such an organization has the largest market share in addition to high-profit returns from its investments. In order for a company to have high-quality service, monitoring and analysis of the customers’ demands and defining and controlling the process is required. This should be tied to the constant implementation of the required improvements to both service delivery and production of goods and services. Different elements and criteria constitute quality. All elements and criteria of quality are important in the process of achieving wholesome quality service.
Without a single element or criteria, 100% quality of a product or service cannot be obtained (Rust & Zahorik, 1993). In addition to elements and criteria, there is a need for the product or service to meet the consumers’ demand for 100% quality service to be attained. Theory of service qualityThis theory identifies that product quality and satisfaction of the customer are connected in accordance with the disconfirmation paradigm. This paradigm shows the quantity and direction of what is initially expected by a person and the actual experience received.
There are three disconfirmations, namely - positive, zero and negative disconfirmation. Positive disconfirmation shows that the service has been performed better than what was initially expected by the person. Zero disconfirmation shows that what the person initially expected is what he or she actually experienced (Brady, Cronin & Brand, 2002). Negative disconfirmation shows that what the person really experienced was below what he or she expected initially. Positive disconfirmation leads to the satisfaction of the customer while negative disconfirmation results in dissatisfaction with the customer.
During the evaluation of service quality, customers perform a comparison between what they expect and what they actually receive. Thus, the service quality perceived by customers is a result of these comparisons (Rust & Zahorik, 1993). Models of service qualityCurrently, there are two major service quality models. These are perceived service quality model and the Gaps model. The perceived service quality model was proposed by Gronroos in 1984 while the Gaps model was proposed by Parasuraman in 1985 (Cronin & Taylor, 1992). The perceived service quality model divides the experienced service quality into two dimensions.
The first dimension is the technical quality while the second dimension is the functional quality. The way the service has been offered to the customer constitutes the functional dimension and what is actually received by the customer constitutes the technical quality. According to this model, service quality can be evaluated using seven criteria. First is the professionalism in addition to skills used during service delivery. Second criteria are the attitudes of both the customer and the person delivering the service and their respective behaviors. The flexibility and accessibility of the service constitute the third criterion.
How reliable and the trustworthiness of the service provider comprise the fourth criteria. The fifth criterion is the recovery of the service. The sixth criterion that should also be evaluated is servicescape. Finally, the reputation of the organization services and their reputation need to be evaluated during the determination of good service quality according to this model (Kumar & Morris, 2007).