Professional Documents
Culture Documents
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
GAP 1 GAP 2
GAP 5
GAP 3 GAP 4
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
GAP 1
Customer Expectations Key Factors: Insufficient marketing research Inadequate use of marketing research Lack of interaction between management and customers Insufficient communication between contact employees and managers Management Perceptions of Customer Expectations
Lack of Upward Communication
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
GAP 2 Management Perceptions of Customer Expectations Key Factors: Inadequate management commitment to service quality Absence of formal process for setting service quality goals Inadequate standardization of tasks Perception of infeasibility -- that customer expectations cannot be met Service Quality Specifications
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Lack of teamwork Poor employee - job fit Poor technology - job fit Lack of perceived control (contact personnel) Inappropriate evaluation/compensation system Role conflict among contact employees Role ambiguity among contact employees
Service Delivery
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Key Factors: Inadequate communication between salespeople and operations Inadequate communication between advertising and operations Differences in policies and procedures across branches or departments Puffery in advertising & personal selling External Communications to Customers
Lack of Horizontal Communication
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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NO
NO
NO
NO
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Expected Service
Perceived Service
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Correspondence between SERVQUAL Dimensions and Original Ten Dimensions for Evaluating Service Quality
Original Ten Dimensions for Evaluating Service Quality TANGIBLES RELIABILITY RESPONSIVENESS COMPETENCE COURTESY CREDIBILITY SECURITY ACCESS COMMUNICATION UNDERSTANDING/ KNOWING THE CUSTOMER
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
SERVQUAL Dimensions
TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY
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20
Relative Importance of Service Dimensions When Respondents Allocate 100 Points [Study 1]
RELIABILITY 32%
TANGIBLES 11%
ASSURANCE 19%
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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32
23
18 13
21
14 15
Computer Manufacturer
19
Retail Chain
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29 12 23 17
Auto Insurer
Reliability Responsiveness Assurance
28 12 23 18
Life Insurer
Empathy Tangibles
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19
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
0.00
-1.00
Empathy
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Desired Service
Zone of Tolerance
Adequate Service
Minimum Level Customers Are Willing to Accept
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Perceived Service
Adequate Service
Perceived Service
Desired Service
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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TWO-COLUMN FORMAT
Please think about the quality of service ________ offers compared to the two different levels of service defined below:
MINIMUM SERVICE LEVEL - the minimum level of service performance you consider adequate. DESIRED SERVICE LEVEL - the level of service performance you desire.
For each of the following statements, please indicate: (a) how ______s performance compares with your minimum service level by circling one of the numbers in the first column; and (b) how ______s performance compares with your desired service level by circling one of the numbers in the second column.
Compared to My Desired Service Level ____s Service Performance is: The Same No Opinion
When it comes to
Lower
The Same
No Higher Opinion
Lower
Higher
1. 2.
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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THREE-COLUMN FORMAT
We would like your impressions about ________s service performance relative to your expectations. Please think about the two different levels of expectations defined below:
MINIMUM SERVICE LEVEL - the minimum level of service performance you consider adequate. DESIRED SERVICE LEVEL - the level of service performance you desire.
For each of the following statements, please indicate: (a) your minimum service level by circling one of the numbers in the first column; and (b) your desired service level by circling one of the numbers in the second column; and (c) your perception of ___________s service by circling one of the numbers in the third column.
When it comes to
Low
High
Low
High
Low
1. 2.
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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8.6%
0.6%
Retail Chain
18.2%
1.8%
Auto Insurer
12.2%
1.6%
Life Insurer
9.9%
2.7%
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
SERVQUAL Dimensions
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Responsiveness
6. Prompt service to customers 7. Willingness to help customers 8. Readiness to respond to customers' requests Assurance 9. Employees who instill confidence in customers 10. Making customers feel safe in their transactions 11. Employees who are consistently courteous 12. Employees who have the knowledge to answer customer questions Empathy 13. Giving customers individual attention 14. Employees who deal with customers in a caring fashion 15. Having the customer's best interest at heart 16.Employees who understand the needs of their customers Tangibles 17. Modern equipment 18. Visually appealing facilities 19. Employees who have a neat, professional appearance
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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2
1 0 Reliability Responsiveness Assurance Empathy Tangibles Zone of Tolerance S.Q. Perception
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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1 0 Reliability Responsiveness Assurance Empathy Tangibles Zone of Tolerance S.Q. Perception
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
4 3
2 1
0
Reliability Responsiveness Assurance Empathy Tangibles
Zone of Tolerance
S.Q. Perception
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
8.1
4 3
2 1
0
Reliability Responsiveness Assurance Empathy
Zone of Tolerance
S.Q. Perception
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Association of Research Libraries, Washington DC (2003) A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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The Role Of Technology In Service Delivery: Electronic Service Quality (e-SQ) and Technology Readiness (TR)
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Company
Internal Marketing External Marketing
Employees
Interactive Marketing
Customers
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Reliability
DEFINITION Correct technical functioning of the site and the accuracy of service promises, billing and product information.
SAMPLE ATTRIBUTES Site does not crash Accurate billing Accuracy of order Accuracy of account information Having items in stock Truthful information Merchandise arrives on time
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Efficiency
DEFINITION
SAMPLE ATTRIBUTES
Site is well organized The site is simple to use, Site is simple to use structured properly, Site provides and requires a information in minimum of reasonable chunks information to be input by the customer. Site allows me to click for more information if I need it
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Means-End Model
Concrete Cues
Perceptual Attributes
Dimensions
Higher-level Abstractions
SPECIFIC/ CONCRETE
ABSTRACT
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Dimensions
Easy to Maneuver through Site Easy to Find What I Need Speed of Checkout
Ease of Navigation
One-click Ordering
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Concrete Cues
Perceptual Attributes
Dimensions
Access Ease of Navigation Efficiency Flexibility Reliability Personalization Security/ Privacy Responsiveness
Higher-Level Abstractions
Assurance/ Trust
Site Aesthetics Price Knowledge
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Perceived Price
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Perceived e-SQ
Perceived Value
Purchase/ Repurchase
Company
Information Gap
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Dimensions of e-SQ
Core Dimensions [E-S-QUAL] Efficiency Fulfillment System Availability Privacy Recovery Dimensions [E-RecS-QUAL] Responsiveness Compensation Contact
Source: Parasuraman, Zeithaml, and Malhotra, E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, February 2005.
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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E-RecS-QUAL Dimensions
Responsiveness: Effective handling of problems and returns through the site. Compensation: The degree to which the site compensates customers for problems. Contact: The availability of assistance through telephone and online representatives.
Source: Parasuraman, Zeithaml, and Malhotra, E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, February 2005.
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Technology-Beliefs Continuum
Resistant to Technology
Neutral
Receptive to Technology
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Technology Readiness
Medium
Neutral
Receptive to Technology
Technology-Beliefs Continuum
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Data collected via computer-assisted telephone interviewing Survey included questions about technology beliefs, demographics, psychographics, and technology-related behaviors and preferences
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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Optimism
Innovativeness
Technology Readiness
Inhibitors
Discomfort
Insecurity
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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10 items
7 items 10 items 9 items
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Example of Innovativeness: You keep up with the latest technological developments in your areas of interest
% of respondents agreeing:
68% in 1999 69% in 2000 65% in 2001 59% in 2002 60% in 2004
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Example of Insecurity: Any business transaction you do electronically should be confirmed later with something in writing
% of respondents agreeing:
87% in 1999 88% in 2000 82% in 2001 82% in 2002 78% in 2004
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Mean TR Scores
OPT.
1999
INN. 2000
DIS. 2001
INS. 2002
TRI 2004
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
High TR Low TR
100
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Age Cohort X
Age Cohort 1 Age Cohort 2
Age Cohort X
Age Cohort 1 Age Cohort 2
TR
Age Cohort N
Age Cohort Y
Age Cohort N
Age Cohort Y
Year 1-5
Year 6-10
Year 11-15
Year 26-30
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Time
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Explorers
Pioneers Skeptics Paranoids Laggards
High
High Low High Low
High
High Low Low Low
Low
High Low High High
Low
High Low High High
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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10 5 0
Sk ep tic s
lor ers
ee rs
ids
Pa ran o
1999
Ex p
2000
2001
La gg
2002
Pio n
ard
2004
71
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
Technology Readiness
Low
Early
Late
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Ea r
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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High
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75
www.technoreadymarketing.com
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Thank You!
A. Parasuraman, University of Miami; not to be reproduced or disseminated without the authors permission
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