Measuring Service Quality Using SERVQUAL Academic Essay

Outlined below are the instructions for carrying out a SERVQUAL 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 “bank” with the particular organisation or industry being surveyed.
1. Select the bank whose service quality you want to assess. Using the questionnaire (see Appendix A below), obtain the score for each of the 22 Expectation statements, then obtain the score for each of the 22 Perception statements. Calculate the Gap Score for each of the statements where the Gap Score = Perception – Expectation (see Table 1 below).
2. Obtain an average Gap Score for each dimension of service quality by assessing the Gap Scores for each of the statements that constitute the dimension and dividing the sum by the number of statements making up the dimension (see Table 1 below).
3. Sum the averages calculated in step 2 above and divide by 5 to obtain an average SERVQUAL score. This core is the unweighted measure of service quality for the area being measured.
4. If you want to have a weighted score, calculate the importance weights for each of the five dimensions of service quality constituting the SERVQUAL scale. The sum of the weights should add up to 100 (see Table 2 below).
5. Calculate the weighted average SERVQUAL score for each of the five dimensions of service quality multiplying the averages calculated in step 2 above by the weighted scores calculate in step 4 above (see Table 3 below).

Dimension Statement Expectation Score Perception Score Gap Score Average for Dimension
Tangibles 1        
  2        
  3        
  4        
Reliability 5        
  6        
  7        
  8        
  9        
Responsiveness 10        
  11        
  12        
  13        
Assurance 14        
  15        
  16        
  17        
Empathy 18        
  19        
  20        
  21        
  22        
           
Unweighted Average SERVQUAL score:  

 

Table 1 – Calculation of SERVQUAL Scores

 

 

 

 

 

SERVQUAL Importance Weights Listed below are the five sets of features pertaining to banks and the services they offer. We would like to know how much each of these sets of features is important to the customer. Please allocate 100 points among the five sets of features according to how important it is to you. Make sure the points add up to 100.

 

 

Features Points
1.    The appearance of the banks physical facilities, equipment, personnel and communication materials.  
2.    The bank’s ability to perform the promised service dependably and accurately  
3.    The banks willingness to help customers and provide prompt service.  
4.    The knowledge and courtesy of the bank’s employees and their ability to convey trust and confidence.  
5.    The caring individual attention the bank provides its customers.  
Total: 100

 

Table 2 – SERVQUAL Importance Weights

 

 

 

 

 

SERVQUAL Dimension Score from Table 1 Weighting from Table 2 Weighted Score
Tangibility    
Reliability    
Responsiveness      
Assurance    
Empathy    
Average Weighted score:  

 

Table 3 – Calculation of Weighted SERVQUAL Scores

Do you want your assignment written by the best essay experts? Then look no further. Our team of experienced writers are on standby to deliver to you a quality written paper as per your specified instructions. Order Now, and enjoy an amazing discount!!

                                        

 

 

find the cost of your paper

Is this question part of your assignment?

Place order