Introduction
Measuring the quality of a service can be a very difficult exercise. Unlike product where there are specific specifications such as length, depth, width, weight, colour etc. a service can have numerous intangible or qualitative specifications. In addition there is there expectation of the customer with regards the service, which can vary considerably based on a range of factors such as prior experience, personal needs and what other people may have told them.
Measuring Service Quality Using SERVQUAL S!"#U$% & a methodology for measuring service quality
$s a way of trying trying to measure measure service quality, quality, researchers researchers have developed a methodology known as S!"#U$% & a perceived service quality questionnaire survey methodology. S!"#U$% examines five dimensions of service quality' •
!eliability
•
!esponsiveness
•
•
•
$ssurance( $ssurance( mpathy, and )angible *e.g. appearance of physical facilities, equipment, etc.+
or each dimension of service quality above, S!"#U$% measures both the expectation and perception of the service on a scale of - to , // questions in total. )hen, each of the five dimensions are weighted according to customer importance, and the score for each dimension multiplied by the weighting. ollowing this, the 0ap Score for each dimension is calculated by subtracting the xpectation score from the 1erception score. $ negative 0ap score indicates that the actual service *the 1erceived score+ was less than what was expected *the xpectation score+. )he 0ap score is a reliable indication of each of the five dimensions of service quality. Using S!"#U$%, service providers can obtain an indication of the level of quality of their service provision, and highlight areas requiring improvement. )he )he Meth Method odol olog ogy y
2utli utline ned d belo below w are are the the inst instru ruct ctio ions ns for for carr carryi ying ng out a S! S!"#U$ "#U$% % survey, and a sample of the questions used in the questionnaire. In this sample, a restaurant is surveyed however, any service organisation can be surveyed using this questionnaire. $ll that needs to be done is to substitute the word 3restaurant3 with the particular organisation or industry being surveyed. -. Select Select the restau restauran rantt whose serv service ice quality quality you want want to assess. assess. Using the questionnaire *see $ppendix $ below+, obtain the score for each of the // xpectation statements, then obtain the score for each of the // 1erception statements. 4alculate the 0ap Score for each of the statements where the 0ap Score 5 1erception & xpectation *see )able - below+. /. 2btain 2btain an average average 0ap 0ap Score Score for for each each dimensi dimension on of servi service ce quality by assessing the 0ap Scores for each of the statements that constitute the dimension and dividing the sum by the number of statements making up the dimension *see )able - below+. 6. Sum the the averag averages es calcula calculated ted in step / above above and divid divide e by 7 to -
S!"#U$% #uestionnaire
obtain an average S!"#U$% score. )his core is the unweighted
obtain an average S!"#U$% score. )his core is the unweighted measure of service quality for the area being measured. 8. If you want want to have have a weighte weighted d score, score, calcula calculate te the impor importanc tance e weights for each of the five dimensions of service quality constituting the S!"#U$% scale. )he sum of the weights should add up to -99 *see )able / below+. 7. 4alculate 4alculate the the weight weighted ed averag average e S!"#U$% S!"#U$% score for for each each of the five dimensions of service quality multiplying the averages calculated in step / above by the weighted scores calculate in step 8 above *see )able 6 below+. Sum the scores calculated in step 7 above to obtain the weighted S!"#U$% score of service quality for the area being measured.
Dimension
Statement
angi!les
/ 6 8 7 : ; < -9
Relia!ility
Responsiveness
Expectation Score
Perception Score
Gap Score
Average for Dimension
--/ -6 -8 -7 -: - -; -< /9 ///
Assurance
Empat"y
Un#eig"te$ Average SERVQUAL score%
a!le & ' (alculation of SERVQUAL Scores
S!"#U$% Importance =eights
%isted below are the five sets of features pertaining to restaurants and the services they offer. =e would like to know how much each of these sets of features is important to the customer. 1lease allocate -99 points among the five sets of features according to how important it is to you. Make sure the points add up to -99.
eatures
1oints
/
S!"#U$% #uestionnaire
-. )he a
ce of the the rest
nts physic physical al facilitie facilitie
-. )he appe appearan arance ce of the the restaura restaurants nts physic physical al facilitie facilities, s, equipment, personnel and communication materials. /. )he resta restauran urant>s t>s ability ability to perfo perform rm the the promise promised d service service dependably and accurately 6. )he resta restauran urants ts willingn willingness ess to help help custome customers rs and provi provide de prompt service. 8. )he know knowledg ledge e and court courtesy esy of the the restaura restaurant>s nt>s employ employees ees and their ability to convey trust and confidence. 7. )he caring caring indiv individua iduall attention attention the the restauran restaurantt provides provides its customers. )otal'
-99
a!le ) ' SERVQUAL *mportance +eig"ts
SERVQUAL Dimension
Score from a!le &
+eig"ting from a!le )
+eig"te$ Score
angi!ility Relia!ility Responsiveness Assurance Empat"y Average +eig"te$ score% a!le , ' (alculation of +eig"te$ SERVQUAL Scores
S!"#U$% #uestionnaire
6
Appen$ix A - t"e SERVQUAL Questionnaire )he Survey
)he qsection uestionnof airthe e besurvey low is indeals two se ctionyour s. )hopinions e first secof tion asks you )his with to rank all restaurants according to your expectations i.e. what you restaurants. 1lease show the extent to which you think expect all restaurants to provide. second section asks rank restaurants should posses the )he following features. =hatyou wetoare the restaurant you chose for the survey according to your experiences interested in here is a number that best shows you expectations and perceptions. about institutions offering restaurant services.
Expectations ?ou should rank each statement as follows' Strongly @isagree -
Strongly $gree /
6
8
7
:
Statement
Score
-. xcellent xcellent restaurant restaurant companies companies will will have have modern modern looking looking equipment. /. )he physical physical facil facilitie ities s at excellent excellent restaur restaurant ant will will be visually visually appealing. 6. mployees mployees at excelle excellent nt restaura restaurants nts will will be be neat in their their appearance. 8. Materials Materials associated associated with with the service service *pamphl *pamphlets ets or statements+ will be visually appealing at an excellent restaurant. 7. =hen excel excellent lent restaur restaurants ants promi promise se to do somethi something ng by a certain time, they do. :. =hen a customer customer has has a problem problem,, excellen excellentt restauran restaurants ts will will show a sincere interest in solving it. . xcellent xcellent restuar restuarants ants will will perform perform the the service service right right the first first time. ;. xcellent xcellent restau restaurants rants will will provide provide the the service service at the the time time they promise to do so. <. xcellent xcellent restaurant restaurants s will will insist insist on error error free free records records.. -9. mployees of excellent restaurants restaurants will tell customers customers exactly when services will be performed. --. mployees of excellent restaurants restaurants will give prompt service to customers. -/. mployees of excellent excellent restaurants will will always be willing willing to help customers. -6. mployees of excellent restaurants restaurants will never be too busy to respond to customers> requests. -8. )he behaviour of employees in excellent restaurants restaurants will will instil confidence in customers
S!"#U$% #uestionnaire
8
Statement
Score
-7. 4ustomers of excellent restaurants restaurants will feel safe in transactions. -:. mployees of excellent restaurants restaurants will be consistently courteous with customers. -. mployees of excellent restaurants restaurants will have the knowledge knowledge to answer customers> questions. -;. xcellent restaurants restaurants will will give customers customers individual attention. -<. xcellent restaurants restaurants will will have operating operating hours convenient to all their customers. /9. xcellent restaurants will will have employees who who give customers personal service. /-. xcellent restaurants restaurants will have their their customers> best interest at heart. //. )he employees of excellent restaurants restaurants will will understand the the specific needs of their customers.
S!"#U$% #uestionnaire
7
Perceptions
)he following statements relate to your feelings about the particular restaurant you have chosen. 1lease show the extent to which you believe this restaurant has the feature described in the statement. Aere, we are interested in a number from - to that shows your perceptions about the restaurant. ?ou should rank each statement as follows' Strongly @isagree -
Strongly $gree /
6
8
7
:
Statement
Score
-. )he resta restaura urant nt has moder modern n looking looking equip equipmen ment. t. /. )he restau restaurant> rant>s s physical physical features features are are visuall visually y appealing appealing.. 6. )he restaurant restaurant>s >s recept reception ion desk employees employees are neat neat appearing. 8. Materials Materials associ associated ated with with the service service *such *such as pamphle pamphlets ts or statements+ are visually appealing at the restaurant. 7. =hen the the restaura restaurant nt promise promises s to do something something by by a certai certain n time, it does so. :. =hen you have have a problem, problem, the restau restaurant rant shows shows a sincer sincere e interest in solving it. . )he restau restaurant rant performs performs the the service service right the first first time. time. ;. )he restaur restaurant ant provides provides its servi service ce at the the time it promises promises to do so. <. )he rest restaur aurant ant insis insists ts on error error free free reco records rds.. -9. mployees in the restaurant tell tell you exactly exactly when the services will be performed. --. mployees in in the restaurant restaurant give give you prompt prompt service. service. -/. mployees in the restaurant are are always willing willing to help you. -6. mployees in the restaurant are are never too busy to respond respond to your request. -8. )he behaviour of employees employees in the the restaurant instils confidence in you. -7. ?ou ?ou feel safe in your transactions with with the restaurant. -:. mployees in the restaurant are are consistently courteous with with you. -. mployees in the restaurant have have the knowledge knowledge to answer answer your questions. -;. )he restaurant restaurant gives gives you individual attention. -<. )he restaurant has operating hours hours convenient to to all its its customers.
S!"#U$% #uestionnaire
:
Statement
Score
/9. )he restaurant restaurant has employees employees who give you personal personal attention. /-. )he restaurant restaurant has your your best interests at heart. //. )he employees employees of the the restaurant understand understand your specific needs.
S!"#U$% #uestionnaire
