Parasuraman, Zeithaml and Berry defined the concept of service quality as “ a form of attitude, related but not equivalent to satisfaction that results from a comparison of expectations with perception of performance. An expectation are viewed as desired or wants of consumers, i.e., what they feel a service provider should offer rather than what the service supplier would offer. 3. Gronroos and Lehtinen (1985) believe that service quality consists of two generic types of quality technical (or output) quality and functional (or process) quality. The technical quality refers to the traditional quality control, as in manufacturing.
Question 2: Discuss the concepts customer satisfaction, customer value and customer relationship in a manner that clearly explain the differences between these concepts as well as the alignment between these concepts in your business. Make use of practical business examples to highlight the meaning. (25) Customer value is the benefit that the customer believes that they receive from our product or service, as discussed above. * Customer satisfaction is critically hinged upon the ability to deliver an acceptable level of value to the customer in a consistent manner. Customer satisfaction is the measure of how our product/service meets the customer value expectations.
The term service quality refers to the assimilation of two factors that is service and quality. Therefore, maintaining a perfect equilibrium, between the two factors would enhance the overall scenario. As opined by Bansal& Taylor (2012), service quality can be measured according
This deals with a customers’ perception that a product or service they are buying provides them with a higher value than a competitor. Superior quality can be broken down into two kinds of attributes: quality as excellence and quality as reliability. A customers’ perspective of quality as excellence would be that they want a product or service that provides features and a level of service that has no comparison. With regard to quality as excellence, if customers perceive that the products design, features, and functions are better than everyone else, then they would be more likely to buy their product. Higher quality products allow for a higher sense of value provided to the customer.
Generally, service quality is a way to manage business processes in order to ensure total satisfaction to the customer on all levels (internal and external). It is an approach that leads to an increase of competitiveness, effectiveness and flexibility of the entire company (Costin,
Customer satisfaction strategy has built a great deal of consideration during the past decades (Oliver, 1996). Therefore, satisfaction is in reality probably the most unassailable concepts of the modern management field (Oliver, 1996). Not simply does the idea of satisfying customers have a good, common-sense appeal, it can be also believed that customer satisfaction would lead towards loyalty, resulting in to increase higher profit gain (Oliver, 1996). For many firms, customer satisfaction is becoming the guiding principle for establishing marketing tactics as well as developing marketing activities. Customer satisfaction must not be described as a goal in its place, it should be considered as a means for improving the company's performance (Martensen et al., 2000).
When perceived service quality is less than expected service quality customer will dissatisfied (Lovelock & Wirtz, 2011). According to the recent researches that there is a strong linkage between service quality dimensions and overall customer satisfaction (Palmer, 2001). Even definitive analysis too, service quality cannot be separated from the concept of customer satisfaction (Shah, 2012). Recent researches have shown that customer satisfaction have been influenced not only by perceptions of service quality but also by perceptions of product quality, and pricing factors as well as situational and personal (Zeithaml & Bitner, 2000). 1.2 The fast-food industry in
Service quality cannot be measured by evaluating outcomes of service process only, but we have to also consider service production process, such as employee training and customer-employee interaction. One method to measure service quality is SERVQUAL, developed by Parasumaran et al in 1985. According to this model, quality is a comparison between expectations and performance. Another model, presented by Gronroos in 1982, defined two types of service quality: technical and functional. Technical quality is what a customer is receiving from a service and functional quality is the manner in which the service is delivered.
b. Effect of service quality reliability on customer satisfaction According to M. Rianto Al-Arif (2012: 198) reliability is the ability to provide services in accordance with promised, reliable, accurate and consistent. A bank capable of providing services in accordance with what has been promised through the promotion will provide customer satisfaction. According to Muhammad Adam (2015: 14) there are some reliability factors that include in the criteria of assessment of service quality include: 1. The ability of employees to keep promises in accordance with certain services that have been promised.