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. SERVQUAL a methodology for measuring service quality As a way of trying to measure service quality, researchers have developed a methodology known as !"#$UA% & a perceived service quality questionnaire survey methodology. !"#$UA% examines five dimensions of service quality' "eliability "esponsiveness Assurance( !mpathy, and )angible *e.g. appearance of physical facilities, equipment, etc.+ ,or each dimension of service quality above, !"#$UA% measures both the expectation and perception of the service on a scale of - to ., // questions in total. )hen, each of the five dimensions are weighted according to customer importance, and the score for each dimension multiplied by the weighting. ,ollowing this, the 0ap core for each dimension is calculated by subtracting the !xpectation score from the 1erception score. A negative 0ap score indicates that the actual service *the 1erceived score+ was less than what was expected *the !xpectation score+. )he 0ap score is a reliable indication of each of the five dimensions of service quality. Using !"#$UA%, service providers can obtain an indication of the level of quality of their service provision, and highlight areas requiring improvement. he Methodology 2utlined below are the instructions for carrying out a !"#$UA% survey, and a sample of the questions used in the questionnaire. In this sample, a bank is surveyed however, any service organisation can be surveyed using this questionnaire. All that needs to be done is to substitute the word 3bank3 with the particular organisation or industry being surveyed. -. elect the bank whose service quality you want to assess. Using the questionnaire *see Appendix A below+, obtain the score for each of the // !xpectation statements, then obtain the score for each of the // 1erception statements. 4alculate the 0ap core for each of the statements where the 0ap core 5 1erception & !xpectation *see )able - below+. /. 2btain an average 0ap core for each dimension of service quality by assessing the 0ap cores for each of the statements that constitute the dimension and dividing the !"#$UA% $uestionnaire - sum by the number of statements making up the dimension *see )able - below+. 6. um the averages calculated in step / above and divide by 7 to obtain an average !"#$UA% score. )his core is the unweighted measure of service quality for the area being measured. 8. If you want to have a weighted score, calculate the importance weights for each of the five dimensions of service quality constituting the !"#$UA% scale. )he sum of the weights should add up to -99 *see )able / below+. 7. 4alculate the weighted average !"#$UA% score for 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+. um the scores calculated in step 7 above to obtain the weighted !"#$UA% score of service quality for the area being measured. !imension Statement E"#ectation Score $erce#tion Score %a# Score Average for !imension angi&les - / 6 8 Relia&ility 7 : . ; < Res#onsiveness -9 -- -/ -6 Assurance -8 -7 -: -. Em#athy -; -< /9 /- // Un'eighted Average SERVQUAL score( a&le ) * +alculation of SERVQUAL Scores !"#$UA% $uestionnaire / SERVQUAL Im#ortance ,eights %isted below are the five sets of features pertaining to banks 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 $oints -. )he appearance of the banks physical facilities, equipment, personnel and communication materials. /. )he bank>s ability to perform the promised service dependably and accurately 6. )he banks willingness to help customers and provide prompt service. 8. )he knowledge and courtesy of the bank>s employees and their ability to convey trust and confidence. 7. )he caring individual attention the bank provides its customers. otal( -99 a&le . * SERVQUAL Im#ortance ,eights SERVQUAL !imension Score from a&le ) ,eighting from a&le . ,eighted Score angi&ility Relia&ility Res#onsiveness Assurance Em#athy Average ,eighted score(
a&le / * +alculation of ,eighted SERVQUAL Scores !"#$UA% $uestionnaire 6 A##endi" A the SERVQUAL Questionnaire !"#$UA% $uestionnaire 8 he Survey )he questionnaire below is in two sections. )he first section asks you to rank all banks according to your expectations i.e. what you expect all banks to provide. )he second section asks you to rank the bank you chose for the survey according to your experiences and perceptions. E"#ectations )his section of the survey deals with your opinions of banks. 1lease show the extent to which you think banks should posses the following features. =hat we are interested in here is a number that best shows you expectations about institutions offering banking services. ?ou should rank each statement as follows' trongly trongly @isagree Agree - / 6 8 7 : . Statement Score -. !xcellent banking companies will have modern looking equipment. /. )he physical facilities at excellent banks will be visually appealing. 6. !mployees at excellent banks will be neat in their appearance. 8. Materials associated with the service *pamphlets or statements+ will be visually appealing at an excellent bank. 7. =hen excellent banks promise to do something by a certain time, they do. :. =hen a customer has a problem, excellent banks will show a sincere interest in solving it. .. !xcellent banks will perform the service right the first time. ;. !xcellent banks will provide the service at the time they promise to do so. <. !xcellent banks will insist on error free records. -9. !mployees of excellent banks will tell customers exactly when services will be performed. --. !mployees of excellent banks will give prompt service to customers. !"#$UA% $uestionnaire 7 Statement Score -/. !mployees of excellent banks will always be willing to help customers. -6. !mployees of excellent banks will never be too busy to respond to customers> requests. -8. )he behaviour of employees in excellent banks will instil confidence in customers -7. 4ustomers of excellent banks will feel safe in transactions. -:. !mployees of excellent banks will be consistently courteous with customers. -.. !mployees of excellent banks will have the knowledge to answer customers> questions. -;. !xcellent banks will give customers individual attention. -<. !xcellent banks will have operating hours convenient to all their customers. /9. !xcellent banks will have employees who give customers personal service. /-. !xcellent banks will have their customers> best interest at heart. //. )he employees of excellent banks will understand the specific needs of their customers. !"#$UA% $uestionnaire : $erce#tions )he following statements relate to your feelings about the particular bank you have chosen. 1lease show the extent to which you believe this bank has the feature described in the statement. Aere, we are interested in a number from - to . that shows your perceptions about the bank. ?ou should rank each statement as follows' trongly trongly @isagree Agree - / 6 8 7 : . Statement Score -. )he bank has modern looking equipment. /. )he bank>s physical features are visually appealing. 6. )he bank>s reception desk employees are neat appearing. 8. Materials associated with the service *such as pamphlets or statements+ are visually appealing at the bank. 7. =hen the bank promises to do something by a certain time, it does so. :. =hen you have a problem, the bank shows a sincere interest in solving it. .. )he bank performs the service right the first time. ;. )he bank provides its service at the time it promises to do so. <. )he bank insists on error free records. -9. !mployees in the bank tell you exactly when the services will be performed. --. !mployees in the bank give you prompt service. -/. !mployees in the bank are always willing to help you. -6. !mployees in the bank are never too busy to respond to your request. -8. )he behaviour of employees in the bank instils confidence in you. -7. ?ou feel safe in your transactions with the bank. !"#$UA% $uestionnaire . Statement Score -:. !mployees in the bank are consistently courteous with you. -.. !mployees in the bank have the knowledge to answer your questions. -;. )he bank gives you individual attention. -<. )he bank has operating hours convenient to all its customers. /9. )he bank has employees who give you personal attention. /-. )he bank has your best interests at heart. //. )he employees of the bank understand your specific needs. !"#$UA% $uestionnaire ;