Factors Main Causes of poor service quality (SERVQUAL)

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Service Quality (SERVQUAL)

This model is widely known as the Gap Analysis Model. The model was developed by Parasuraman, Zeithaml, and Berry (2000) as a survey tool called servqual research. It is based on the idea that consumers can evaluate the company's service quality by comparing their perceptions and expectations about the service. Servqual seen as a common measurement tool that can be used to analyze the causes of service problems, and understand how service quality can be improved and refined (Han, 1997).

Based on the Gaps Model of Service Quality, discrepancies arise from the five kinds of gaps that can be divided into two groups (Rangkuti, 2003), namely:

a. One gap, namely the fifth inequality comes from the service (customer)

b. Four kinds of gaps, the first gap to four, derived from the service provider (management)

Main Causes of poor SERVQUAL

The gap is caused by ignorance of the management of service expected by the customer (Parasuraman et., Al, 1990). This is caused by:

A. Gap 1 (Gap 1)

The gap between consumer expectations and management perceptions of consumer expectations. This gap occurs because of ignorance of management toward customer desires accurately, so it is unknown forms of services that consumers want.

The factors causing the gap 1:

A. Insufficient market analysis

Market analysis is key to understand the customer desires. Error in using or not using the results of marketing research can lead to greater inequality.

2. Poor relations between management and customers are less managers interact directly with customers.

3. Study of personal contacts and management

Level that is too much can lead to more and more information is missing or even wrong interpretation of the desires of customers and management.

2. Gap 2 (Gap 2)

The gap between management perceptions of consumer expectations of service quality specifications. The management may be able to understand customers' wants, but does not set specific performance standards.

The factors causing the gap 2:

A. Lack of management commitment on service quality and lack of leadership commitment to quality service led to employees who deal directly with customers to lose direction.

2. Perception of inability / impossibility

Management may consider the interests and needs of these customers have not met related to the ability of viable companies.

3. Lack of standard-setting

Standardization difficult task because it is not done routinely.

4. The absence of goal setting

Targeting is necessary as the referrer so that employees deliver consistently high quality service.

3. The gap 3 (Gap 3)

The gap between specification and implementation of standards of quality service delivery of services. The cause of this discrepancy is due to the service implementers do not understand the task, less skilled and not meeting performance standards. Employees of the company may lack the training or they work beyond their limits and they are less willing to meet existing standards.

The factors causing the gap 3:

A. Vacillation employees

Vacillating role of employees is a situation where employees feel hesitant in carrying out its role demands.

2. Perform the role of conflict in

Role conflict can occur if employees believe that they can not please your boss and customer demand.

3. Mismatch between the employee and the job

The employee in carrying out its obligations underestimated by management.

4. Technology with a job mismatch

High quality services requires the support of equipment / technology is right.

5. Supervisory control system that does not comply

Conducting employee performance measurement based on the delivery of services and output services.

6. Lack of value or the spirit of teamwork

Team work is central to the quality of service in providing optimal service to customers.

4. Four gaps (Gap 4)

The gap between the implementation of service delivery and external communications (corporate appointments). This could occur because the customer is often influenced by the promise of corporate statements and advertising companies, giving rise to discrepancies between the promised services and service delivered.

The factors causing the gap 4:

A. Inadequate horizontal communication

Lack of communication within or between departments so that the resulting turf conflicts or function, giving rise to misunderstanding and mutual distrust.

2. Differences in policies and procedures or departmental antarcabang

If the company implemented a policy that each branch can establish policies and procedures on their own, then the quality of each branch will be different. While customers expect to get the same quality of service in each branch.

3. Tendency to over-promise

The high intensity of competition that the higher pressure caused the company stronger. This condition causes the company was forced to make excessive promises.

5. Gap 5 (Gap 5)

This gap is the gap between consumer perceptions of consumer expectations. This gap occurs because the company can not provide what the customer wants. This gap can also occur because consumers measuring performance or achievements of the company in different ways and wrong perception of the quality of services. In order to provide the best quality service to consumers so each company must be willing and able to improve their quality of service respectively.