Businesses can maintain or upgrade service quality by considering multiple aspects (goods, services, customers, changing environment). Customers are cautious with quality, and the globalized digital market competition has increased their awareness for quality services. The quality of products can be conceptualized, but it is difficult to conceptualize the quality of services as no tangible aspects are attached. A business cannot stick to a defined set of quality standards based on assumptions because the dynamic times require dynamic responses.
Inspection – It is possible to check manufactured products to control overall quality, but it is not practical to inspect service quality.
Clients – They participate in the entire service transaction process and are concerned with both the outcome and the manner of delivery.
Variance – Client satisfaction depends on personalizing the services delivery to the customer. Because each delivery is made under unique circumstances, eliminating diversity in service delivery is unproductive. Quality service delivery is dependent on the consistent application of remarkable and dynamic standards.
Satisfaction is Subjective — Customer satisfaction is subjective and is based on expectations and perceptions of delivery. Their requirements and experiences shape customers’ expectations. Everyone’s idiosyncrasy and perception of what they receive is unique. As a result, the gap between their expectations and the actual delivery affects their satisfaction level.
The excellence, value, compliance to specification, and satisfying expectations are all aspects of service quality. Innovation can lead to value addition, and precision in services could lead to specification compliance. Thus, can attain ex Excellence through continuous service quality improvement.
Expected service vs. management perception
Management perception vs. Service design
Service design vs. Service delivery
Service delivery vs. Communication
Expected vs. perceived service
RATER model is an advanced version of the Servqual model. Zeithaml, Berry, and Parasuraman developed it in 1988. The following five key dimensions (RATER) of service quality fill up the gaps to achieve desired customer satisfaction.
Reliability – It demonstrates the ability to offer service in a timely and consistent manner with minimal faults. The goal of reliability is to keep the promises made to customers.
Assurance – Customers are more likely to trust and believe in a brand when valued by providing quality services. A customer can be assured when the business delivers what is promised and caters to the customers’ desires. Professionalism, skillful behavior, and proficiency in offering services to consumers can help a business develop a feeling of assurance. Competence, civility, and credibility establish a trustworthy connection that leads to service delivery assurance.
Tangibles – This refers to the physical appearance of employees, as well as equipment. Customers are more likely to pay attention to hygienic and clean services.
Empathy – Keeping the service at the customer’s location to show them that they are being looked after. It can be developed through active communication. It influences a consumer’s mindset to earn their loyalty towards the brand. For instance, recognizing and specifically addressing customers’ needs based on demographics (prioritizing the services to the old-age people).
Responsiveness – It is the proactive behavior in resolving the customer’s grievances. The active response from the brands to help and give prompt service to customers.
