Satisfaction Service Quality Models
Satisfaction
SQ → SD → Loyalty (high relative attitude, high repeat patronage)→ Behavioural/Intentions (increased referrals, increased citizenship behaviours) SD – satisfaction/dissatisfaction o Short term – transaction specific judgement based on experience o Affective and Cognitive SQ – service quality o Determinant/input of SD – long term overall assessment o Cognitive Satisfaction (SD)
Service Quality SQ
Experience
Can be assessed prior
Cognitive & affective
Cognitive
Short term
Long term
Will expectation
Ideal expectations
Input of SD (if we received high servqual we are more likely to be satisfied
Service Quality Models 1. Expectancy Disconfirmation theory Comparison process matching expectation and perceived performance to actual experiences. Relationship between expectations and performance. When E>P, causes positive disconfirmation and results in delight. 2. Nordic model Representing service experience as function and technical qualities. Suitable for credence services where outcome is split from process. 3. GAPs Model
Gap 1: knowledge gap
Clients expected service/management’s perspective of client expected service
Causes: o Insufficient marketing research o Lack of interaction between management and customers o Too many levels of management Solutions: [See Service Research] Gap 2: standards gap Management perceptions of client’s expectations/service quality specifications Causes: o Absence of goal setting o Perception of infeasibility from staff Solutions: § Changes to script within the role of employees Gap 3: delivery gap Service quality specifications/service delivered Causes: o Goals not being met or recognised o Role ambiguity o Role conflict o Poor management Gap 4: communications gap Service delivered < communicated service delivered to customers
Causes: o Inadequate horizontal communication between different departments and operations. o Propensity to over-promise Solutions: [See marketing communications] Gap 5: perceived service quality gap What customers expect < what they receive. Contributed to by gaps 1-4. Results: o Poor quality service → negative WOM → erosion of reputation and client patronage → negative equity
SERVQUAL quantitative technique
7 point likert scale (strongly disagree → strongly agree) survey to identify gap 5 and measure satisfaction and service quality.
SQ → SD → Loyalty (high relative attitude, high repeat patronage)→ Behavioural/Intentions (increased referrals, increased citizenship behaviours) SD – satisfaction/dissatisfaction o Short term – transaction specific judgement based on experience o Affective and Cognitive SQ – service quality o Determinant/input of SD – long term overall assessment o Cognitive Satisfaction (SD)
Service Quality SQ
Experience
Can be assessed prior
Cognitive & affective
Cognitive
Short term
Long term
Will expectation
Ideal expectations
Input of SD (if we received high servqual we are more likely to be satisfied
Service Quality Models 1. Expectancy Disconfirmation theory Comparison process matching expectation and perceived performance to actual experiences. Relationship between expectations and performance. When E>P, causes positive disconfirmation and results in delight. 2. Nordic model Representing service experience as function and technical qualities. Suitable for credence services where outcome is split from process. 3. GAPs Model
Gap 1: knowledge gap
Clients expected service/management’s perspective of client expected service
Causes: o Insufficient marketing research o Lack of interaction between management and customers o Too many levels of management Solutions: [See Service Research] Gap 2: standards gap Management perceptions of client’s expectations/service quality specifications Causes: o Absence of goal setting o Perception of infeasibility from staff Solutions: § Changes to script within the role of employees Gap 3: delivery gap Service quality specifications/service delivered Causes: o Goals not being met or recognised o Role ambiguity o Role conflict o Poor management Gap 4: communications gap Service delivered < communicated service delivered to customers
Causes: o Inadequate horizontal communication between different departments and operations. o Propensity to over-promise Solutions: [See marketing communications] Gap 5: perceived service quality gap What customers expect < what they receive. Contributed to by gaps 1-4. Results: o Poor quality service → negative WOM → erosion of reputation and client patronage → negative equity
SERVQUAL quantitative technique
7 point likert scale (strongly disagree → strongly agree) survey to identify gap 5 and measure satisfaction and service quality.
