Servqual model developed by Zeithaml, Parasuraman & Berry in the 80s comes as a facilitator to measure, evaluate and manage quality analysis of services and has also been named as a method of analysis of the deficiencies in service from the process to improve the service provided.
According Servqual gives a quality measure based on a facilitators or service quality indicators, on paper we can find some small change on what to measure and how they act on the client, ie, how to create an experience negative or positive about the product offered. So it is clear that each organization should set its indicators in the sector to engaged and of course the process to which we are referring.
Let us see what are the foundations on which this model is based, and will see your application on any type of industry is easily adaptable.
– Perception that the customer has the service:
And certainly if there is no customer there is no business, to the phrase, “customer comes first”, not always indeed but if it is a fundamental pillar to meet the needs of our customer target, this will make the strategy to be followed so that the difference between the service expected by the customer and really offered whatever it more close possible, i.e., to offer a service that conforms to the maximum to what the client expects. Align the ideas of customer and company. To achieve that this difference is minimal need to perform the following steps: A study of our customer card, meet expectations, meet the volume of demand and create solid processes by reducing unnecessary steps in the customer service. All this will help provide a fast and accurate service.
This concept indicates confidence will put our customers in us, however when a customer gets in touch with us we must try to give solution in the fewest number of possible interactions with the greatest possible agility, providing a high level of quality and that this is consistent. In this way the capacity we have to develop customer loyalty increased and this means to increase the rate of our customers, as clients themselves act as promoters of our brand. Everything focuses on creating credible services for the client.
– Quality of care provided:
We note at this point the personalized on our part, customer looking for that familiar treatment received, anyone he likes to call once talking with someone and the next call is referring to the same event is with someone other that very possibly give different indications, this is a very common mistake where we move away from the comfort of the customer zone getting to be a potential decline. However in this whole process with the customer care we give training to our employees, or at least some guidelines where we make clear how it must greet the customer and as assist, standardization of questions and the creation of workflows will help making decisions and of course facilitate the solution of the problem to be solved.
– Virtual and physical accessibility:
It is based on the idea you show us close to the customer, who may contact the client quickly, and also we have different sources of communication, the use of social networks, telephone and physical presence. As the customer type is very different we must be prepared for any possible interaction, the use of social media grows rapidly even though not all our customers will be aware or know use with agility, it is important to have a troubleshooting multi-channel service. Also within each communication to be effective and direct.
– Quality Assurance and Safety:
As previously mentioned the number of interactions and the quality will be synonymous with differentiation with respect to our competitors, where the customer to see refugee by a problem happened or simply for asking for information is client should see ourselves as a friends to be able to turn without problems and have a sense of security, those intangible so famous are those going to help increase customer loyalty and therefore promote the feeling of belonging to that brand. If to this we add the fact to create surprise on the client by using a gift, valuing his faithfulness, this will become the most powerful weapon to fight in competitive markets.
As seen Servqual model is presented as a strategic component within the organization in which concepts enter service quality, customer needs, communication, accessibility … with these we can analyze how we are working and improve those aspects which are to minimize the gap established between what is expected and what is done. To set this concept which are briefly summarized minimize GAP.
1. Gap between what the customer expects and what the company believes that expected
2. Gap between what the company thinks and what the service provides
3. Gap between service planned and that really lends
4. Gap between what has been delivered to the customer and what has been reported
5. Gap between customer expectations and what has been
Then with this entire idea of minimizing the gap, do we face the challenge of developing the modelling of Servqual?, the first step is to create a good base of indicators reliable and efficient, from here to develop initiatives to create a service more effective surveys, development of effective and close communication by different routes. And prolong the time metrics that help measure both quality of service and customer satisfaction.
PCDA Home Group.
Original post (in Spanish): http://www.pdcahome.com/4898/modelo-servqual-analisis-de-la-calidad-de-los-servicios/