In a series of papers presented by Parasuraman et al., they propose the model for measuring the quality of service rendered using the five factors or dimensions. These dimensions include tangibles, Reliability, Responsiveness, Assurance and empathy. While tangibles is a measure of the facilities, assets, personnel and other materials in the bank that add to the service provided to the customer, the reliability is the ability to perform the way it was promised. Responsiveness is a measure of the willingness to help customers and provide them with prompt service. Assurance measures the competence, courtesy, credibility and security of the service provided, while the empathy is about the caring and individualised service that the bank provides to its customers. This would help the bank in realising whether its customers are satisfactory on all grounds and whether there are any gaps in the satisfaction level. The metrics would follow the same standard set by the previously referred authors. The Gap method of questionnaire will be adopted to measure the service quality of the bank.
The objective of the project is to study the existing service levels in the bank and to quantify them by assigning appropriate metrics. This project will be carried out using the following methodology:
1. 1. A detailed literature review will be done initially to understand and assimilate the importance of using Servqual is a measure for measuring service quality. For this extensive reading will be done of papers and books on the subject. This information will be organised to identify the best metrics that could be employed to measure every one of the dimensions listed in the above list. In addition to this, the literature review will also help in identifying the various analysis methods that were employed by various people during their own research activities. The ideal one suited for banks will be identified and marked out for later usage.
2. The literary review will also provide information on the analysis or research done by others in the same area of work. The responses that they obtained and the conclusions that they drew will also be identified and listed. In order to identify these appropriate journals and books will be taken up and the articles, papers and texts will be noted down for reference. Ideas and concepts introduced by them will also be noted down to match with the technique adopted in this program. This will be finally verified while cross checking the results of the program and the reasons for deviation, if any, will also be identified. These justifications will also be listed in the results of the project.
3. In line with the analysis methodology chosen and the metrics identified, a questionnaire for the survey will be framed. This would provide qualitative as well as quantitative data for further analysis. The questionnaire will be framed in such a way that both the customers and the employees are