Some models of service quality assessment- 123docz.net

CHAPTER 1. THEORETICAL BACKGROUND ON THE AIRLINE‟S GROUND

1.2 Ground service quality of an airline at the airport

1.2.2 Some models of service quality assessment

In the context of increasingly fierce competition, an enterprise can only exist when it provides services that bring satisfaction to customers and is accepted by customers. The quality of tangible products can be measured through clear specific provisions on standards such as shape, color, material, etc., the quality of service is more abstract because of its pro characteristics such as inseparability, invisibility, heterogeneity and inability to store. The evaluation of basic product quality using experimental and expert methods, is very standardized, complete and has many evaluation methods such as ISO 9001 and ISO 22000 regulations. Assessment of basic service quality using sensory and expert methods, has not been standardized in detail and incomplete. The comprehensive assessment of customer satisfaction with service quality is extremely difficult, requiring based on scientific models, consistent with reality. Along with the concept of service, service quality,

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assessment of service quality is also an issue that attracts much attention from researchers.

Until now, there are many methods of evaluating service quality. Within the scope of this research, the author would like to introduce three models of service quality assessment: 1) Technical quality / functional quality model (Grửnroos, 1984); 2) SERVQUAL Model (Parasuraman, 1988) and 3) SERVPERF Model (Cronin and Taylor, 1992).

Technical and functional quality model (Gronroos, 1984)

The model of technical and functional quality was given by Gronross in 1984. In this model, service quality is assessed by comparing the value that customers expect before using the service and value that customers receive when using the service.

To measure service quality, Gronross considers three criteria: 1) functional quality (FSQ: Functional Service Quality), 2) technical quality (TSQ: Technical Service Quality) and (3) corporate image.

Technical Quality (Technical Service Quality) reflects customer perception of the output of the service delivery process. It describes what the service is provided and the values that the customer actually receives from the service that the service provider provides.

Functional Quality (Functional Service Quality) describes how the service is provided and is constituted by 5 attributes: reliability, assurance, configuration factors, empathy, level of meeting the needs.

Image of the service provider: The image of the corporate acts as a filter in the process of perceiving service quality, making the relationship between customers and businesses better and more sustainable. Consumers can feel the quality of service that the provider offers is high or low based on previous experiences and all their feelings to evaluate the quality of service from a certain supplier.

The goal of research on service quality model is to find the attributes that constitute the quality of functional and technical quality, the image of the corporate to the perception of the quality of customer service, and then leads to customer satisfaction.

SERVQUAL Model (Parasuraman, 1988).

Parasuraman is one of the pioneers in researching service quality. The model name SERVQUAL is paired from Service and Quality. The author thinks that the quality of service is the distance between the expectations of customers and their perceptions (feelings) when using the service and quality perception of customers is the most objective assessment of service quality. Parasuraman has modeled the gap in service quality as a basis for standardizing services and evaluating service quality, specifically as follows:

Distance 1: the distance between the perception of the company about the expectation of the customer with the expected service of the customer..

Distance 2: the distance between the company's perception of customer expectations with service quality criteria.

Distance 3: the distance between service standards and actual services provided to customers.

Distance 4: the distance between the quality of services actually provided with the quality of service standards that informs customers.

Distance 5: the distance between the service the customer receives and the customer's expectation of the service.

 Components of service quality

To measure service quality, Parasuraman used SERVQUAL. SERVQUAL measures the quality of service based on the perception of customers using the service. Parasuraman & ctg (1985) said that any service, quality of service perceived by customers is formed through 10 components of service quality, which are: 1) trust 2) response 3) service capacity 4) approach 5) courtesy 6) information 7) trust 8) safety 9) customer understanding 10) tangible means.

In 1988, the authors adjusted once again SERVQUAL scale and set the scale of service quality through 5 groups of evaluation criteria named: 1) Reliability 2) Responsiveness 3) Service Capacity 4) Empathy 5) Tangible means.

 Reliability: is the ability to ensure the service as committed in a sure and accurate way..

 Responsiveness: expresse through employees' willingness to help customers and ensure services are provided quickly, responsiveness reflect the level of fulfillment of a business's promise of service, will and self-service of employees..

 Service capacity: The capacity of the business, the politeness to customers, the knowledge and behavior of employees as well as their ability to create trust for customers.

 Empathy: The level of care of the company to individual customers, placing themselves in the position of customers.

 Tangible means: Service is an invisible factor. Therefore, in a certain extent, customers will evaluate service judgment based on tangible factors such as working conditions, equipment, information facilities ...

Scale set of SERVQUAL consists of 2 parts, each part has 5 criteria with 22 statements. The first part defines customer expectations for the kind of service of the enterprise in general. The second part identifies the customer's perception of the service implementation of the surveying enterprise. The results of the study are to determine the distance between customer perception of service quality performed by the enterprise and customer expectations for the quality of that service. Specifically, according to SERVQUAL model, service quality is determined as follows:

Service quality = Perceptibility - Expected value.

SERVPERF Model (Cronin and Taylor, 1992)

SERVPERF model was developed by Cronin and partner, based on SERVQUAL model of Parasuraman and partner in 1988. This is a widely used and reliable service quality measuring instrument. This scale ignores the assessment of customer expectations and only evaluates customer perceptions. Customer's perception can be easily measured based on customers' beliefs about the type of service they have used.

Cronin and Taylor (1992) with SERVPERF suggest that the level of customer perception of the actual service provided by the business best reflects the quality of service.

According to SERVPERF Model: Quality of service = Perception level.

Since originating from SERVQUAL, components and evaluation criteria of SERVPERF scale also include 5 components like components of SERVQUAL, which are: 1) Reliability 2) Responsiveness 3) Service Capacity 4) Empathy 5) Tangible means.

Some models of service quality assessment

Characteristics of airline’s ground services at airports

Airline’s ground service classification