SERVIQUAL (SERVICE QUALITY) THEORY
Apa itu SERVQUAL, berikut ini adalah pengertian menurut Zeithaml
Description The
SERVQUAL method from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry
is a technique that can be used for performing a gap analysis of an
organization's service quality performance against customer service quality
needs.
SERVQUAL is an
empirically derived method that may be used by a services organization to
improve service quality. The method involves the development of an
understanding of the perceived service needs of target customers. These
measured perceptions of service quality for the organization in question, are
then compared against an organization that is "excellent". The
resulting gap analysis may then be used as a driver for service quality
improvement.
SERVQUAL takes into
account the perceptions of customers of the relative importance of service
attributes. This allows an organization to prioritize. And to use its resources
to improve the most critical service attributes.
The data are
collected via surveys of a sample of customers. In these surveys, these
customers respond to a series of questions based around a number of key service
dimensions.
The methodology was originally based around 5 key dimensions:
Tangibles.
Appearance of physical facilities, equipment, personnel, and communication
materials.
Reliability. Ability
to perform the promised service dependably and accurately.
Responsiveness.
Willingness to help customers and provide prompt service.
Assurance.
Knowledge and courtesy of employees and their ability to convey trust and
confidence.
Empathy.
The firm provides care and individualized attention to its customers.
Layanan jasa yang berkualitas adalah suatu pelayanan yang memenuhi kebutuhan serta dapat
melebihi kebutuhan apa yang diharapkan pelanggan. faktor ini tidak terlepas dari
persepsi terkait kualitas, yang bisa relatif mengarah kepada subyektivitas penilai atau pelanggan.
Sekian dan terima kasih.....
Kepustakaan
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