Service quality and service quality model

2.2.1 Service quality

In recent decades, the quality of services has been identified as a factor in strategic competition. Quality of service is a very broad category and complex, reflecting the general economic content, technology and society. Given the complexity that this is therefore a lot of different concepts of quality, can be seen, depending on the approach that the concept of quality is understood in different ways, each interpretation are scientific basis learn to tackle

objectives, certain tasks in practice. Some experts have defined quality of service quality as follows:

According to ISO 8402, the quality of service is "Gather the characteristics of an object, giving the audience the ability to satisfy the requirements outlined or potential". Can understand the service quality is customer satisfaction as measured by the difference between quality expectations and quality achieved. If lower quality expectations of quality achieved, service quality is superb, if quality is greater than the quality expectations to achieve the service quality is not guaranteed, if the quality expectations of quality achieved the quality of service guarantees.

According to Lenat, & Feigenbaum (1991, p.185)., "Quality is the customer's decision is based on practical experience with the product or service, measured based on customer requirements, these requirements can be or not yet, be conscious or simply feel, totally subjective or professional nature and always represent the real target in a competitive market”.

Quality of service is a service level that meets the needs and expectations of customers (Christopher, Ballantyne & Pelton,1995).) Each client often feel differently about quality, so customer involvement in the development and assess the quality of service is very important.

In the service sector, quality is a function of customer awareness. In other words, the quality of service is determined based on perceptions, or feelings of customer related to their individual needs. Parasuraman et al (1985: 1988,), quality of service is the gap between customer expectations customers and their perception when used across services. He is considered to be among the first research service quality in a specific and detailed in the marketing field with making model 5 gap in service quality (Figure 2.1).

Figure 2.1: The Integrated Gaps Model of Service Quality (Parasuraman et al.,1985)

- Gap [1] is the difference between customer expectations and perceptions house providing services such expectations. The interpretation of customer expectations while not understanding what quality of service features, customer characteristics creates this difference.

- Gap [2] is created when providers meet the difficult, objective and subjective when changing expectations is felt to specific quality criteria and transfer them as expected. These criteria become the marketing information to customers.

- The gap [3] formed when staff transferred to the customer service incorrect multi criteria. Role direct teller very important in creating quality services.

- The gap [4] is the difference between services delivered and customer information receive. This information can raise expectations but may reduce the quality of service when the customer feels not realize exactly what was promised.

- The gap [5] formed from the difference between perceived quality and quality when customers expect quality service consumption. Parasuraman et al. (1985) states that quality service is the distance. This distance depends on 4 distances before. Food quality assurance and service quality improvement is to reduce and eliminate the gap in service quality model (Figure 2.1) By the definition above, it may have noticed problems accessing quality concept.

The level of service is to meet the needs, the desires of the customer's experts quality in the current period. Service quality has the following characteristics:

- Quality is the satisfaction of customer needs, if a service product that does not reflect the needs of customers, it is considered to be of poor quality.

- Because quality is measured by the satisfaction level of demand, it should fluctuate over time, space and conditions of use.

- The needs of the customer can be clearly disclosed in the form of regulations and standards but also the demands that customers feel during and after the end of the process used.

2.2.2 SERQUAL model

Based on service quality model Parasuraman et al. (1985), there are 10 components: (1) Tangible Media; (2) Trust; (3) Meeting; (4) Capability to serve; (5) Access; (6) An necessary;

(7) Information; (8) Trust; (9) Security; (10) Understanding. This scale covers almost every aspect of the service, however, the scale showed the complexity of the measure, not worth distinguishing in several instances. Therefore, the researchers launched servqual 5 components with 20 observed variables, in particular the following components:

1. Tangibles: external expression of physical facilities, equipment, personnel and materials, information tool.

2. Reliability: the ability to perform appropriate service and accurate with the what has the commitment, promise.

3. Responsiveness desired level and ready to serve customers in a timely manner.

4. Assurance: knowledge, professional and elegant style of service staff; ability to make customers trust.

5. Empathy: express kindness, personal attention to every customer.

In fact, the measure SERVQUAL three segments. The first two segments, each segment was 22 observed variables measuring the quality of service that customers expect and real economic sense. After much study and application expertise, recognized SERVQUAL as a valuable scale theory as well as practical. However, there is still much debate, critique, questioning streak hang this measure, especially in terms of generality and quality measurement effect. One more thing can see the measurement procedures SERVQUAL quite lengthy. Thus, there appeared a variant of SERVQUAL is SERVPERF.

This scale was introduced by Thongsamak, (2001), determine the quality of service by only measuring perceived service quality (instead measure the perceived quality and expected as SERVQUAL). The two men said that service quality is best reflected by the perceived quality without quality expectations, also, evaluating the weight of the 5 components. Note that due originating from servqual, components and observed variables SERVPERF of this scale holds as SERVQUAL. Measurement model is called model felt (Perception model).

Both the non-assertion model and models all have felt further research use. It is noteworthy that the results of these studies show that hard to conclude which model is improper or even more properly.