Essays on The Concept of Service Quality Case Study

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The paper 'The Concept of Service Quality' is a perfect example of a marketing assignment. Stiff competition in the market has resulted in service businesses seeking to differentiate themselves in order to increase their customer base. Delivery of service quality is one of the strategies that such businesses prioritize among other factors. These organizations however encounter myriad problems in trying to measure service quality. This is considering the fact that the measurement of service quality is not as objective as the measurement of the quality of goods. (Chowdhury, 2005) Various scholars have come up with definitions of the quality of goods that cannot be transferred to service quality.

This is highly influenced by the characteristics of services that generally make the definition of service quality an intricate venture. It is imperative to note that the characteristics are quite inherent in nature. This aspect has made many scholars to describe service quality as an elusive and abstract concept. This paper therefore defines and discusses the concept of service quality. It further illustrates the difficulties in measuring service quality. (Parasuraman, A. and Berry, 1988) The concept of service quality Service quality is defined as a set of factors that are interrelated in nature that relate to the way consumers of service are treated.

This includes aspects of responsiveness, understanding of customers, reliability, courtesy, efficiency, effectiveness, accessibility, empathy, and honesty among other factors. In the venture to understand and even define service quality, some scholars came up with a measuring scale for service quality called SERVQUAL. Service quality can be defined in terms of perceived quality. This is mostly the consumer’ s view about the overall superiority or excellence of the service received. It is explained to be highly influenced by a consumer’ s attitude is as far as expectations and satisfaction are concerned.

It has been noted that consumers and researchers have very different definitions of quality. While researchers define it conceptually, consumers define it perceptually. In this case, consumers tend to define quality in a humanistic way while researchers are objective in their definition. In all the above definitions various conclusions can be drawn as follows; Dimensions of service qualityIt is evident that consumers define service quality in approximately ten dimensions.

These include the accessibility of the service. In this case, an easily accessed service narrows down to quality. The other aspect is courtesy of the service giver. The lack of courtesy of the service giver is therefore categorized into poor quality. The other dimension of service quality is the overall understanding or knowledge of the customer. In this case, a service provider who knows his customers can be termed to be providing quality services. Communication is also a very essential dimension of quality services. This is according to the consumers’ view.

(Gronroos, 2007)Other dimensions include security, responsiveness, tangibles, and credibility. Tangibles in this case refer to the machinery and equipment found within the organization. This means that up to date equipment can be narrowed down to quality services. These dimensions helped in the implementation of the SERVQUAL scale. Perceptions and expectationsResearch shows that service quality is highly related to consumer perceptions and expectations. This is in relation to what they strongly feel that a service provider should present or offer. The perceptions also emanate from what other similar organizations dealing with the same service offer.

(Hjorth-Anderson, 1984)

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