SERVQUAL

SERVQUAL is based on a set of five dimensions which have been consistently ranked by customers to be most important for service quality, regardless of service industry. These dimensions defined by the SERVQUAL measurement instrument are as follows:

• Tangibles: appearance of physical facilities, equipment, personnel, and communication materials.
• Reliability: ability to perform the promised service dependably and accurately.
• Responsiveness: willingness to help customers and provide prompt service.
• Assurance: knowledge and courtesy of employees and their ability to convey trust and confidence.
• Empathy: the caring, individualized attention the firm provides its customers.

These five SERVQUAL dimensions are used to measure the gap between customers’ expectations for excellence and their perception of the actual service delivered. The SERVQUAL instrument, when applied over time, can help you understand both customer expectations, perceptions of specific services, and areas of needed quality improvements.

SERVQUAL has been used in many ways, such as identifying specific service elements that need improvement, and targeting training opportunities for service staff.

Proper development of items used in the SERVQUAL instrument provides rich item-level information that leads to practical implications for a service manager.

The service quality dimensions evaluated by SERVQUAL should be adjusted for optimal performance in different industries, including public and private sector applications.

SERVQUAL scores are highly reliable, but when used in different industries may fail to produce a clear delineation of the five basic dimensions. Other measures, such as the Six Sigma model should be considered for applicability in quantifying the gap between service expectations and perceptions.

Service quality questionnaires

In order to improve service, you must understand customer satisfaction and customer expectations. This can be done by asking for feedback from your customers using service quality questionnaires. These are typically completed after the service with a follow-up email or paper survey. Following up immediately is the best way to fix any mistakes or clear up misunderstandings before your customers become detractors.

Service quality questions

There are many types of questions that can be asked in a Service Quality Questionnaire. They should focus on the customer’s interaction with the customer service rep (positive and negative), the service and experience overall, and if the customer would use your service again. It’s also good to have a couple open text questions so your customers can write in their own feedback.

Sample questions include:

• • The service rep was helpful (strongly agree to strongly disagree)
  • Which of the qualities about the service did you like (include a list patient, friendly, attentive, willing to help, empathetic, etc)
  • Was there anything about our service that stood out to you? (open-text response)
  • Over the next 12 months, how likely are you to use our product or service again (strongly agree to strongly disagree)