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2.2.2
Factors relating to experienced quality
Secondly, the quality of a service as experienced may be perceived by customers,
depends on two dimensions, the Technical and Functional dimensions or the ‘what
‘
and the ‘how
‘
. (Grönroos, 1990, 38)
19
The technical service refers to what customers receive in their interaction with the
company. Grönroos (1990, 38) explains it as what they receive in a service encounter
but also what they are left with after a service encounter. It can also be seen as the
quality of the product which is offered during the service encounter.
As an example, the technical aspect during a service encounter relating to the
hospitality industry, is the hotel, the appeal of the lobby but it can also be seen as the
service, so the check in process, the accessibility of check in desks not to forget the
appearance of contact staff.
The functional service however represents the quality of the process. This can be
explained as how the service encounter or moment of truths is taken care of including
how the service provider functions throughout the encounter. In other words, how a
customer receives a service. For example, was the service provided in a timely manner?
During check in, did the front desk agent perform his or her duties capably? Did he or
she know precisely what to do? These are factors which influence how a customer
experiences a service when it is provided.
Interesting enough there is no clear justification yet, which factors influence
experienced quality the most and which characteristic of these factor have the most
influence. More details on this matter may arise later on.
At this current moment, it can be understood that customer derive their judgment of
service quality in terms of satisfaction. This satisfaction is based on whether
expectations prior to service delivery were met post service delivery. This information
is used by businesses to identify issues to improve service delivery and service quality.
What is yet not completely known is where customers base there assumptions on.
To identify the basis of these assumptions, it must be understood that if an expectation
is not met by service delivery an issue may present itself. This “issue’ is later presented
as a “gap“. Zeithaml et al. (1988) further elaboration on these Gaps will follow briefly.
20
Parasuraman et al. (1985, 47) proposed ten determinants where customers base their
assumptions of service quality on. A detailed overview of these ten determinants of
service quality can be found under attachment one in the attachments starting at page
53.
These determinants were reduced based on a large-scale quantitative study by Zeithaml
et al. (1988) where each determinant was statistically analysed and the result of the data
was used to find connections and relationships and therefore reduce the number of
determinants to five. (Grönroos, 1990, 43)
The five determinants are:
−
Tangibles:
Concerns physical facilities, equipment, and the appearance of personnel.
−
Reliability:
The ability to perform the promised service dependably and accurately.
−
Responsiveness:
The willingness to help customers and provide prompt service.
−
Assurance:
The knowledge and courtesy of employees and their ability to inspire trust and
confidence.
−
Empathy:
Caring, individualized attention that the company provides to its customers
Of the five determinants,
tangibles
relate to the technical quality seen in figure 3 whereas
the other four determinants,
reliability, responsiveness, assurance
and
empathy
, relate to the
functional quality seen in figure 3 because the lather are experience properties as
explained by Parasuraman et al. (1985, 48) as these can only by known as the customer
is purchasing or consuming the service. In other words, these factors can only be
determined during a service encounter.
However
tangibles
relate to the technical aspect of service quality, it also relates to the
expectation quality through external communication or social communication and
word of mouth from prior consumption of services by other customers.
21
Additional criteria for the evaluation of service quality according to Grönroos (1990,
47) are the Six Criteria of Good Perceived Service Quality;
−
Professionalism and Skills:
The knowledge and skills employees possess to solve problems in a
professional way as well as having the right operational systems and physical resources to resolve
issues or provide a service ( technical quality related )
−
Attitudes and Behaviour:
The concern and interest service employees possess in solving problems
in a friendly and spontaneous way (functional quality related)
−
Accessibility and Flexibility:
Location, operating hours, employees, systems, design
and
operation itself are structured in such a way which deem it easy for the customer to access a service or
product are as well prepared to adjust to the demand of a customer ( functional quality related )
−
Reliability and Trustworthiness:
The ability to keep promises and perform with the best
interest of the customer at heart.
−
Recovery:
The ability to effectively respond to unpredictable and unexpected events and actively
take actions to keep a situation under control and find the best solution ( functional quality related
)
−
Reputation and Credibility:
The belief of being trusted as well as providing the adequate value
for money for good performances and values shared by the customer and the service provided (
technical quality related )
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