Assessing the Customer Satisfaction by Measuring Service Quality Using SERVQUAL Scale
Published: 2020
Author(s) Name: Anjali Ganesh |
Author(s) Affiliation: Prof., Dept of Business Administration, St Joseph Engg. College, Vamanjoor, Mangaluru, Karnataka.
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Abstract
The customer always expects a potentially great service from any business deal. The evaluation of service quality becomes quintessential in understanding the effectiveness of the service provided by the trader. Keeping this aspect in mind, a micro study was conducted to analyze the impact of service quality on customers of Cauvery Motors Pvt. Ltd., Mangaluru, by using the SERVQUAL scale. Twenty-two items that involve all five service dimensions as prescribed by Parasuraman et al. (1988) were used to understand customer perception on service quality. On the basis of service dimensions viz., Tangibles, Reliability, Responsiveness, Assurance, and Empathy, the responses were found to be satisfactory to the customers. Only the tangibility factor has to be worked on as there is more gap between expectation and perception. As per the calculation of weighted scores, there exists very little difference between the customer expectations and their perception regarding the service.
Keywords: Tangibles, Reliability, Responsiveness, Assurance, Empathy, Service Quality
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