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SERVIQUAL MODEL
 The SERVQUAL service quality model was developed by a group of
American authors, 'Parsu' Parasuraman, Valarie Zeithaml and Len Berry, in
1988. It highlights the main components of high quality service.
 Service quality is an approach to manage business processes in order to
ensure full satisfaction of the customers and quality in service provided.
 If expectations are greater than performance, then perceived quality is less
than satisfactory and hence customer dissatisfaction occurs.

EMPLOYEE CUSTOMER ORIENTATION
 Customers are always put in front
 Thorough market and customer service planning
 Commitment to the quality of service
 Integrated approach and people’s involvement
 Customer research and feedback
 Setting and monitoring service standard

EMPLOYEE SERVICE ORIENTATION
 The quality of interaction in the service encounter, and
customer service experiences, lead to customer loyalty,
and are very often treated as the key factors of a
successful business.
 Organizational service orientation is very closely related
to the corporate culture concept, and describes a staff
approach which is directly connected to quality of service
delivery.

EMPERICAL STUDY
Effects of Retail Employees' Behaviours on
Customers’ Service Evaluation
Findings :-
 customer satisfaction is positively related to
retail customers’ behavioural intentions
 service and customer orientation behaviours
are positively related to service encounter
quality and service quality
Service Quality (Servqual) and its Effect on
Customer Satisfaction in Retailing
Findings :-
 Customers have highest expectations on the
promptness of service, accuracy of transactions,
security issues and concerns; the customer’s
lowest expectations are cleanliness, ambience,
etc.
Relationship between leadership behaviors and
front-line service employees’ customer
orientation in the Thai hotel industry
Findings :-
 Positive relationship between leadership
behaviors and employee perception of
organizational support.
 Positive relationship between leadership
behaviors and employee engagement were
found in this study.
Impact of Employees’ Customer Orientation and
Service Orientation Behaviours on Customers’
Service Evaluation
Findings :-
 Customer orientation is positively related to
service orientation, customers’ perceptions of
service encounter quality, and service quality
 Customers’ perceptions of service quality are
positively related to value perceptions

IDENTIFICATION AND DEFINATION OF
VARIABLES
TWO TYPES OF VARIABLES:
 Dependent variables
 Independent variable

DEPENDENT VARIABLE
A dependent variable is what you measure in the experiment
and what is affected during the experiment. The dependent
variable responds to the independent variable.
CUSTOMER SATSIFICATION
Measures of customer satisfaction are:-
1. Surveys to Measure Overall Satisfaction
2. Objective Measurement Approach For Loyalty
3. Apps for Attributional Satisfaction
4. Measure your Exit and Abandonment Rates With Tracking
Tools

INDEPENDENT VARIABLES
The independent variable is the variable that is varied
or manipulated by the researcher, and the dependent
variable is the response that is measured.
The independent variables are:
 Service Quality evaluation
 Customer oriented behavior

SERVICE QUALITY
Measuring Quality consists of quantifying the current level of
performance or compliance with expected standards. This
process requires identifying indicators of performance,
collecting data, and analyzing information
Key indicator to measure service quality :-
 If one starts the QA approach with measuring quality, the scope
of measurement should be limited to what the system is
able/willing to improve (i.e., a quality improvement objective
must be defined).

Cont..
 The QA team must be realistic about what data the team can readily
collect at the facility level or across the system. A simple
performance monitoring system with a limited number of indicators
related to the improvement goal is usually very effective.
 Measurement strategies, such as special surveys, self-assessment,
audits, and supervision visits, must be carefully designed so that
those stakeholders ultimately controlling the quality of care (usually
the providers) take full ownership of the quality improvement
process.

CUSTOMER ORIENTED BEHAVIOUR
Measures
 Customer orientation is positively related to service orientation,
customers' perceptions of service encounter quality and service
quality
 Service orientation influences customers perceptions of service
encounter quality and service quality
 Customers perceptions of service encounter quality influence
customers perceptions of service quality and customer
satisfaction
 Customers perceptions of service quality influence value
perceptions
 Customer satisfaction influences customers behavioral
intentions.

HYPOTHISES
HA1: Higher service quality evaluation leads to higher
customer satisfaction?
Findings:
• A survey where customer feedback can be transformed into
measurable quantitative data:
• Focus group or informal where discussions orchestrated by a
trained moderator reveal what customers think.
• Informal measures like reading blocs, talking directly to
customers.

Cont..
HA2:Higher employee oriented behavior leads to higher
consumer satisfaction?
Findings:
The conceptualization of customer orientation behavior is
consistent. Customer-orientation is the degree to which an
organization or its employees focus their efforts on
understanding and satisfying customers

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