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SERVICE QUALITY

SERVICE QUALITY. Measuring the quality of Early S ervice s using the SERVQUAL Instrument Erik Koornneef, Senior Standards Officer National Disability Authority. Definitions of Quality. ‘Quality is what the customer says it is’ ‘You only know what quality is when it is absent’

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SERVICE QUALITY

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  1. SERVICE QUALITY Measuring the quality of Early Services using the SERVQUAL Instrument Erik Koornneef, Senior Standards Officer National Disability Authority

  2. Definitions of Quality ‘Quality is what the customer says it is’ ‘You only know what quality is when it is absent’ ‘Quality is conforming to certain requirements and standards’ ‘Quality is excellence’

  3. Definitions of Quality Quality is meeting (and where possibleexceeding) the assessed needs and defined expectations of the customer through efficient and effective management and processes.

  4. Measuring Quality Different ways of measuring quality: • Inspections • Audits • Reviews • Assessments by staff and management • Customer satisfaction • Interviews

  5. The GAPS Model • Developed in 80s by three American researchers. • Research focused on the perceptions of customers of banks, telephone companies and retailers. • Conclusion: customers are the only real judges of quality. • The GAP means that what customers EXPECT (what customers believe should happen) of a service is not always the same as what they PERCEIVE (the view of the customer of what actually happened).

  6. The GAPS Model • Researchers developed and tested this GAPS Model and subsequently came up with a questionnaire that measures the Expectations and Perceptions of Customers. • If the Expectations are higher than the Perceptions the quality of the service is perceived to be LOW (disappointment, ‘it just didn’t live up to the expectations) and if the Perceptions are higher than the Expectations the perceived quality is high (pleasant surprise)

  7. The GAPS Model • The questionnaire or survey used to measure the Expectations and Perceptions of Customers is called the SERVQUAL Instrument. • 22 items measuring the Expectations and Perceptions. • SERVQUAL has been used frequently in the last 2 decades across different types of services, for example hospitals, travel industry, hotels, dentists. • Not yet used to measure Quality in services for people with intellectual disability

  8. The Results • Questionnaires sent May 2002 • Response rate customers 74.2%, staff 80% • Customer’s length of service 72.7% less than 2 years • Benchmarking results with another similar service provider • Scores ranges between 1 (Strongly Disagree) to 7 (Strongly Agree)

  9. The Results

  10. The Results • Highest negative Gap scores (Quality is perceived to be low): • Visually appealing facilities and materials (Tangibles) • Completion of promised tasks (Reliability) • Provision of exact/promised service (Reliability) • Promptness of service (Responsiveness) • Convenient operating hours (Empathy)

  11. The Results • Highest positive Gap scores (Quality is perceived to be high): • Staff are neat-appearing (Tangibles) • Safe feeling regarding staff’s work (Assurance) • Having customer’s best interests at heart (Empathy)

  12. The Results

  13. The Results

  14. Conclusion • High expectations and perceptions, in comparison with other studies • Biggest Gap relate to Tangibles and Reliability • Small gap between customers expectations and staff’s perceptions of these expectation, indicating that staff are quite aware of customer’s expectations • Staff overestimate the customers importance ratings in relation to Empathy and underestimate customer’s ratings regarding Tangibles and Responsiveness

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