Essay on Quality in Services

5899 Words Nov 28th, 2008 24 Pages
What is Quality?

"The totality of features and( characteristics of a product or service that bear on its ability to satisfy stated or implied needs."
-Kotler

“Quality must provide goods and( services that completely satisfy the needs of both internal and external customers. Quality serves as the "bridge" between the producer of goods or services and its customer.”
-Johnson & Weinstein

“Quality is( consistent conformance to customer’s expectations.”
–Stack et al

( “Quality is a predictable degree of uniformity at a low cost with a quality suited to the market.”
-Deming

“Higher quality has a beneficial( effect on both revenues and cost.”
-Gummesson

Why Quality Matters?

In this increasingly competitive world,
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It measures the gap between customer expectations and experience.

By the early nineties the authors had refined the model to the useful acronym RATER: Reliability( Assurance( Tangibles(
( Empathy, and Responsiveness(

SERVQUAL has its detractors and is considered overly complex, subjective and statistically unreliable. The simplified RATER model however is a simple and useful model for qualitatively exploring and assessing customers' service experiences and has been used widely by service delivery organizations. It is an efficient model in helping an organization shape up its efforts in bridging the gap between perceived and expected service.
Nyeck, Morales, Ladhari, and Pons (2002) stated the SERVQUAL measuring tool “remains the most complete attempt to conceptualize and measure service quality” (p. 101). The main benefit to the SERVQUAL measuring tool is the ability of researchers to examine numerous service industries such as healthcare, banking, financial services, and education (Nyeck, Morales, Ladhari, & Pons, 2002). The fact that SERVQUAL has critics does not render the measuring tool moot. Rather, the criticism received concerning SERVQUAL measuring tool may have more to do with how researchers use the tool. Nyeck, Morales, Ladhari, and Pons (2002) reviewed

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