Chapter 2. Literature Review
2.4 Service Quality
The quality of the commodities and services has long been a concern of many people.
Service quality is difficult to determine and no effective management strategies. Problem awareness, testing, quality control of services are major problems faced by the researchers.
Actual quality and the factors governing it have not yet been quantified. The importance of quality services for businesses and customers differ greatly. Quality of Service dominated to increase market share, enhance recovery of investment, increased productivity, lower production costs and ultimately increase profitability. That is the strategic benefits for long term business services. We can not use the method of inspection, control and manage the quality of existing goods to apply for the service because the service has unique characteristics that differentiate it governs the formation and mobilization of nature output.
(Ghobadian A, Speller S and Jones M, 1994)
According to Palmer A (2005): Quality of service is the evaluation of the customer on the great general of the entity. It is a kind of attitude and the result of a comparison between what is expected and awareness of what we get. Service is a measure of the level of service given to customer and the customer expectations. Creating a quality service that meets customer expectations uniformly.
As Lovelock C and Wirtz J (2000) mentioned Quality is a comparison between the expected value of customer service line with the actual value received (satisfaction) by providing enterprises. Researchers and managers of enterprise services are unified notion that service quality involves a comparison between expectations and reality. It is a measure of service delivery in accordance with the expectations of the customer to a certain extent (Palmer A, 2005). Distribution services means that perform the service delivery to match the expectations of customers on a platform compatible with the level of expectations.
According to Zeithaml et. al., ( 2009) customer satisfaction is related to quality of service. If very high quality of service, satisfaction levels exceeding expectations, customers will be very satisfied. High service quality, satisfaction levels achieved expectations, customers feel happy satisfied. Conversely, if low service quality, satisfaction levels lower than the expected value, the customer will be disappointed. Customer value received by the chain's overall service delivery company depends on a number of factors such as the overall service provided, staff provide services, the operation of the competitors, the expected level units, understanding and appreciation of the services of consumer services.
The assessment service in the first place and in the process. Quality of service only evaluated at the output with the expected value of the customer, it also includes the operation of the entire system and provide activities that constitute distributed manner (
Cronin, J. J. &
Taylor, S. A. 1992)
. Which led to the recognition of the existence of two types of service quality: technical quality include the value that customers actually receive from service providers and quality features including ways distribution.Service Quality defined by Parasuraman (1988) to assess the level of satisfaction of tourists. analysis of factors affecting satisfaction and propose solutions to improve the satisfaction of travelers for tourism services in Hanoi.When the SERVQUAL (Parasuraman et al, 1988) has published the debate on the issue of how to measure the quality of service in a better way. Nearly two decades later, many researchers have focused effort to demonstrate the effectiveness of the SERVQUAL scale.
SERVQUAL is one of the key tools in the service Marketting capacity to evaluate service quality (Parasuraman et al, 1994). Parasuraman et al, 1994 Continuous testing scale and consider the various theories, and that the SERVQUAL scale to achieve reliability and value.
Research using the theoretical framework of Parasuraman (1988), this research is to model service quality popular and most applied research in marketing. SERVQUAL consider two key aspects of service quality as a result of services and service providers are studied through 5 criteria
Groups confidence level: measure the level of implementation of the service program set to 5 observed variables:
1. When the destination promised to do something about the time specified, then it will be done.
2. When you are having problems, destination expressed sincere interest in solving problems
3. The services performed right the first time.
4. The company offers services at a time when the company agreed to do 5. Company notify customers when service will be performed
Responsive: measure the ability to make timely and services on time with three observed variables:
1. The staff serve you quickly and on time.
2. The staff is always ready to help you.
3. The staff never too busy to show not meets your requirements.
Assurance: the ability to measure the confidence and peace of mind of units for customer service with four observed variables:
1. Acts of staff to create more confidence for you.
2. Do you feel safe when conducting transactions with hotels 3. The staff are always polite, courteous with you.
4. The staff enough knowledge to answer your questions
Empathy: the ability to measure attention, sympathy and care for each individual customer with four observed variables:
1 Company shown personal interest in you.
2. Friendly staff expressed concern for you personally.
3. Company show special attention to the best interest of you.
4. Staff understands your special needs
Group means tangible material: measuring the level of attraction, modern equipment and material, serve appropriate time, as well as costumes of the waiters with 5 observed variables:
1. Destination has modern equipment.
2. The facilities look very attractive.
3. Staff dresses neatly, polite
4. The physical means of active service and attractive.
5. Convenient time transactions