SERVQUAL

SERVQUAL is a quality management tool useful to analyze customer service. It was developed by three American authors, Zeithaml, Parasuraman and Berry whose aim was to improve service quality. The model measures customer expectations and perceptions according to five dimensions and defines possible problems presented as Gaps:

- Gap 1 (Management Gap): Not knowing what customers expect.

- Gap 2 (Design Gap): Set wrong service quality standards.

- Gap 3 (Delivery Gap): Discrepancy between standards and actual service performance.

- Gap 4 (Communication Gap): Promises and external communication do not match the actual service.

- Gap 5 (Customer Gap): Difference between customer´s expectation and final perception.

SERVQUAL Model 

The determinants or factor to measure consumers’ perceptions of service quality are:

- Tangibles: physical facilities, personnel, etc.

- Reliability: ability to perform the promised service.

- Responsiveness: willingness to help and provide prompt service.

- Assurance: knowledge and courtesy, credibility, competence, etc.

- Empathy: caring attention, access, communication, etc.

SERVQUAL tries to understand expectations; it is valuable when comparing our business to a competitor and helps to identify corrective actions to improve quality and eliminate the Gaps.

Other useful tools to measure and improve customer service in restaurants are:

- SERVPERF.

- KANO model.

- The tree diagram.

- The objectives tree.

- Satisfaction surveys.

References:

Shahin, A. (2007). ‘SERVQUAL and Model of Service Quality Gaps’. University of Isfahan. Available from: http://www.proserv.nu/b/Docs/Servqual.pdf

Nieto, E. (2012) ‘Ecoinnovación en procesos industriales, Cap. 8: Herramientas básicas para la mejora de la calidad y la productividad’. Available from: https://goo.gl/h6iOsz

Aiteco (2016). ‘El modelo SERVQUAL de calidad de servicio’. Available from: https://www.aiteco.com/modelo-servqual-de-calidad-de-servicio/