SERVQUAL concept widely used in measuring the quality of service. Dimensions of service, has been determined by iterative improvement based on improvements that have been studied previously and adaptations made directly to a specific industry. SERVQUAL concept, consisting of the five dimensions, as follows :
1. Tangibles, include the physical facilities such as warehouse and front office space, availability of parking, tidiness and comfort of the room, completeness of equipment, and employee performance.
2. Reliability, namely the ability to perform in accordance with the promised service accurately and reliably.
3. Responsiveness, ie the response or the alertness of employees in helping customers and providing prompt and responsive services, which include: the alertness of employees in handling transactions, and handling customer complaints.
4. Assurance, including the ability of employees: knowledge of the exact product, hospitality, attention and courtesy in providing services, skilled in providing information, the ability to provide security in the use of services offered, ability to instill confidence in customers to the company.
5. Empathy, the individual attention given to the customers like the ease of contacting the company, the employee’s ability to communicate with customers, and business enterprises to understand the wants and needs of its customers.
SERVQUAL concept is used to calculate the gap between the value of consumer perceptions of service they receive is reduced by the expected value or the value of consumers’ expectations of service they receive, in this case is written by using the equation:
Q = P (Perceived Service) – E (Expected Service)
On the basis of the applications that have been published widely in various journals and books, SERVQUAL advantages can be summarized as follows :
1. Provide a view of the service user about the services, for example: the relative importance of customers, expectations, and satisfaction.
2. Can become a reference for corporate management services to consider the perceptions between management and customer service companies.
3. The concept of addressing SERVQUAL service gap can be used as a basis for formulating strategies and tactics in order to ensure the fulfillment of customer expectations.
4. SERVQUAL can identify specific areas of strengths and weaknesses at a service company. So it can be prioritized areas of service weakness.
5. The concept of SERVQUAL provides a comparative analysis (benchmarking) to an industry organization that has the same characteristics.
6. SERVQUAL can track trends or trend of the relative importance of customers, expectations, and perceptions, if applied on a regular period.
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Arifinfo is an Industrial Engineering’s blog.
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