Measuring Service Quality Using SERVQUAL Following are the instructions for usin
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Question
Measuring Service Quality Using SERVQUAL
Following are the instructions for using the SERVQUAL questionnaire discussed in the chapter on quality. It uses a bank as the company to be studied, but any type of service organization would be studied in the same way. On the questionnaire, just replace the word bank with the type of business (profit or non-profit) being analyzed. You can also modify the statements in the survey so they will be relevant for the organization that you selected for your study. You can derive an un-weighted gap score or a weighted gap score. Weighting depends upon how you allocate 100 points among the five SERVQUAL categories.
STEPS TO OBTAIN UNWEIGHTED SERVQUAL SCORE
Step 1. Select an organization the service quality of which you want to assess. Using the SERVQUAL instrument, first obtain the score for each of the expectation questions and next, obtain a score for each of the perception questions. (You will see that in the example survey provided here, there are a total of 22 statements used to assess customer satisfaction in a bank.)
Step 2. Calculate the Gap Score each of the statements (Gap Score = Perception – Expectation).
Step 3. Obtain an average un-weighted Gap Score for each dimension.
Step 4. In TABLE 1 transfer the average dimension SERVQUAL scores (for all five dimensions) from the SERVQUAL instrument. Sum up the scores and divide it by five to obtain the unweighted measure of service quality.
STEPS TO OBTAIN THE WEIGHTED SERVQUAL SCORE
Step 1. In Table 2 calculate the importance weights for each of the five dimensions constituting the SERVQUAL scale. (The instructions are provided along with the table).
Step 2. In Table 3 enter the average SERVQUAL score for each dimension (from Table 1) and the importance weight for each dimension (from Table 2). Then multiply the average score for each dimension by its importance weight to obtain the weighted gap score..
Step 3. Add the weighted SERVQUAL scores for each dimension to obtain the overall weighted SERVQUAL score.
THE SERVQUAL INSTRUMENT
(This is based on a bank. Adapt this instrument to the organization you have selected)
EXPECTATIONS
PERCEPTIONS
This survey deals with your opinions of banks. Please show the extent to which you think banks should posses the following features. What we are interested in here is a number that best shows your expectations about institutions offering bank services
The following statements relate to your feelings about the particular bank XYZ you chose. Please show the extent to which you believe XYZ has the feature described in the statement. Here, we are interested in a number that shows your perceptions about XYZ bank
Strongly Strongly
Strongly Strongly
Disagree Agree
Disagree Agree
1 2 3 4 5 6 7
1 2 3 4 5 6 7
(E)
(P)
Gap Score
P - E
Tangibles
Tangibles
E1. Excellent banking companies will have modern looking equipment.
P1. XYZ bank has modern looking equipment.
E2. The physical facilities at excellent banks will be visually appealing.
P2. XYZ Bank’s physical facilities are visually appealing.
E3. Employees at excellent banks will be neat appearing.
P3. XYZ Bank’s reception desk employees are neat appearing.
E4. Materials associated with the service (such as pamphlets or statements) will be visually appealing at an excellent bank.
P4. Materials associated with the service (such as pamphlets or statements) are visually appealing at XYZ bank.
Average Tangibles SERVQUAL score
E
P
P - E
Reliability
Reliability
E5. When excellent banks promise to do something by a certain time, they do.
P5. When XYZ bank promises to do something by a certain time, it does so.
E6. When a customer has a problem, excellent banks will show a sincere interest in solving it.
P6. When you have a problem, XYZ bank shows a sincere interest in solving it.
E7. Excellent banks will perform the service right the first time.
P7. XYZ bank performs the service right the first time.
E8. Excellent banks will provide the service at the time they promise to do so.
P8. XYZ bank provides its service at the time it promises to do so.
E9. Excellent banks will insist on error free records
P9. XYZ bank insists on error free records
Average Responsiveness SERVQUAL score
Responsiveness
Responsiveness
E10. Employees of excellent banks will tell customers exactly when services will be performed.
P10. Employees in XYZ bank tell you exactly when services will be performed.
E11. Employees of excellent banks will give prompt service to customers.
P11. Employees in XYZ bank give you prompt service.
E12. Employees of excellent banks will always be willing to help customers.
P12. Employees in XYZ bank are always willing to help you.
E13. Employees of excellent banks will never be too busy to respond to customers’ requests.
P13. Employees in XYZ bank are never too busy to respond to your request.
Average Responsiveness SERVQUAL score
E
P
P - E
Assurance
Assurance
E14. The behavior of employees in excellent banks will instill confidence in customers.
P14. The behavior of employees in XYZ bank instills confidence in you.
E15. Customers of excellent banks will feel safe in transactions.
P15. You feel safe in your transactions with XYZ bank.
E16. Employees of excellent banks will be consistently courteous with customers.
P16. Employees in XYZ bank area consistently courteous with you.
E17. Employees of excellent banks will have the knowledge to answer customers’ questions.
P17. Employees in XYZ bank have the knowledge to answer your questions.
Average Assurance SERVQUAL score
Empathy
Empathy
E18. Excellent banks will give customers individual attention.
P18. XYZ bank gives you individual attention.
E19. Excellent banks will have operating hours convenient to all their customers.
P19. XYZ bank has operating hours convenient to all its customers.
E20. Excellent banks will have employees who give customers personal attention.
P20. XYZ bank has employees who give you personal attention.
E21. Excellent banks will have their customer’s best interests at heart.
P21. XYZ bank has your best interest at heart.
E22. The employees of excellent banks will understand the specific needs of their customers.
P22. The employees of XYZ bank understand your specific needs.
Average Empathy SERVQUAL scores
TABLE 1: CALCULATIONS TO OBTAIN UNWEIGHTED SERVQUAL SCORE
Average Tangible SERVQUAL score
Average Reliability SERVQUAL score
Average Responsiveness SERVQUAL score
Average Assurance SERVQUAL score
Average Empathy SERVQUAL score
TOTAL
AVERAGE (= Total / 5) UNWEIGHTED SERVQUAL SCORE
Table 2: SERVQUAL IMPORTANCE WEIGHTS
Listed below are five features pertaining to banks and the services they offer. We would like to know how much each of these features is important to the customer. Please allocate 100 points among the five features according to how important it is to you. Make sure the points add up to 100.
The appearance of the banks physical facilities, equipment,
personnel, and communication materials. _______ %
The banks ability to perform the promised service
dependably and accurately. _________ %
The bank's willingness to help customers and provide prompt
service. _________ %
The knowledge and courtesy of the bank's employees and their
ability to convey trust and confidence. ________ %
The caring, individual attention the bank provides its customers.
________ %
Total: 100 %
Table 3: SERVQUAL WEIGHTED SCORES
SERVQUAL Dimension
Score
from Table 1
X
Importance Weight from Table 2
=
Weighted Score
Average Tangible
Average Reliability
Average Responsiveness
Average Assurance
Average Empathy
TOTAL
AVERAGE (= Total / 5) WEIGHTED SERVQUAL SCORE
EXPECTATIONS
PERCEPTIONS
This survey deals with your opinions of banks. Please show the extent to which you think banks should posses the following features. What we are interested in here is a number that best shows your expectations about institutions offering bank services
The following statements relate to your feelings about the particular bank XYZ you chose. Please show the extent to which you believe XYZ has the feature described in the statement. Here, we are interested in a number that shows your perceptions about XYZ bank
Strongly Strongly
Strongly Strongly
Disagree Agree
Disagree Agree
1 2 3 4 5 6 7
1 2 3 4 5 6 7
Explanation / Answer
EXPECTATIONS
PERCEPTIONS
This survey deals with your opinions of hospitals. Please show the extent to which you think hospitals should posses the following features. What we are interested in here is a number that best shows your expectations about institutions offering bank services
The following statements relate to your feelings about the particular hospital Apolo you chose. Please show the extent to which you believe Apolo has the feature described in the statement. Here, we are interested in a number that shows your perceptions about Apolo hospital
Strongly Strongly
Strongly Strongly
Disagree Agree
Disagree Agree
1 2 3 4 5 6 7
1 2 3 4 5 6 7
Table 1
EXPECTATIONS
PERCEPTIONS
This survey deals with your opinions of hospitals. Please show the extent to which you think hospitals should posses the following features. What we are interested in here is a number that best shows your expectations about institutions offering bank services
The following statements relate to your feelings about the particular hospital Apolo you chose. Please show the extent to which you believe Apolo has the feature described in the statement. Here, we are interested in a number that shows your perceptions about Apolo hospital
Strongly Strongly
Strongly Strongly
Disagree Agree
Disagree Agree
1 2 3 4 5 6 7
1 2 3 4 5 6 7