Marketing Research

Running head: MARKETING RESEARCH
Marketing Research
5/10/2019

MARKETING RESEARCH 1
Table of Contents
Introduction................................................................................................................................2
Literature Review on SERVQUAL.......................................................................................2
Reliability...........................................................................................................................3
Tangibles............................................................................................................................3
Empathy.............................................................................................................................4
Responsiveness..................................................................................................................4
Assurance...........................................................................................................................5
Criticism of the SERVQUAL Model.................................................................................6
Theoretical Criticism..........................................................................................................6
Operational Criticism.........................................................................................................6
Research Methodologies........................................................................................................7
Summary............................................................................................................................8
Conclusion..................................................................................................................................8
References..................................................................................................................................9

MARKETING RESEARCH 2
Introduction
Service quality talks about the degree to which the delivered service matches the
anticipations of the customers. The main critical task of service businesses is the quality
management of service. Quality highlights the level of excellence in service performance.
Customers observe the service quality by going through the procedure of consumption and by
relating the experience with their anticipations (Ryu, Lee and Gon Kim, 2012). Though
customers are considered as co-producers and their contribution also distresses the quality,
but, for this company cannot blame the consumer. Service organizations need to be
accountable for quality performance by an operative strategic framework. The aim of this
review is to highlight the use and development of the SERVQUAL Model that is used as the
research instrument for evaluating the quality of the service. The paper is also highlighting
the criticism of SERVQUAL Model in the service industry.
Literature Review on SERVQUAL
SERVQUAL model is recognized as the key tool of measurement of the customer
expectation. According to Mathew and Jagannathan (2015), the assessment of the service
quality leads to best outcomes, if the customer expresses their expectations. The SERVQUAL
is comprised of five dimensions that are tangibles, reliability, responsiveness, assurance, and
empathy.
The tangible dimension of SERVQUAL Model deals with the accessibility of the physical
facilities, personnel, and equipment. Reliability is the capability of the provider of the service
precisely and consistently. Responsiveness is related to the service provider willingness in
order to support the consumer and distribute quick services. Assurance reflects that consumer
can inject their trust on the provider of the service and Empathy is modified care and courtesy

MARKETING RESEARCH 3
that is received by the consumer from the service delivery (Ravichandran, Mani and
Prabhakaran, 2010).
Reliability
Reliability is the competence of the service supplier to meet its promise to offering
dependable services accurately to the customer. The consumer considers reliability as the
combination of promises and adopts the right procedure to meet the promise.
As per the innovative study of Shodhganga (2019), focus grows a behavioural procedure
model of apparent service quality. The insights of quality dimension create the basis for the
overall quality perception of a person, which forecasts the intended behavior of an individual.
The findings of this study are the insights of quality intensely affect behavioral intentions.
The study conducted by Barroso, Carrión and Roldán (2010), recognized the key fundamental
service quality dimensions of online retailing as apparent by online consumers. The findings
of the study highlighted that the access dimension had a substantial effect on the complete
quality of the service, but does not affect the satisfaction level. Hence, it could be said that
there is a majorly optimistic relationship between the satisfaction of the customer and quality
of service.
Tangibles
The appearance of any of the physical facility likes equipment, written material, and
personnel in store in order to entice customers are known as tangible dimension. The notion
of physical aspects is determined as the appearance of the retail store.
The information reflected by Akhlaghi, Amini and Akhlaghi (2012), in his empirical study
concentrate on the comparative prominence of quality dimensions, the performance of the
service quality in relation to ‘should’ and ‘would’ expectations and the part of context