Evaluation of Service Quality Strategy - Essay Example

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Evaluation of Service Quality Strategy

Service quality refers to an attitude formed by a long-term overall evaluation of a firm’s performance. Customer satisfaction and service quality are closely related. It can be said that satisfaction assists consumers in formulating a revised opinion about their service quality perception. The logic for this may be the following : Consumer perceptions of the service quality of a firm with which he has no prior experiences are based on the consumer’s expectations. Subsequent encounters with the firm lead the consumer through the disconfirmation process and revise perceptions of service quality. Each additional encounter with the firm further revises or reinforces service quality perceptions; revised service quality perceptions modify future consumer purchase intentions towards the firm. High quality satisfying service requires that a firm understand the consumer needs in detail as also the operational constraints. It reminds the service provider to focus on quality, and the process should be designed to support this system by proper control and delivery. Service quality can be a way of achieving success among competing services. This can be particularly so when the competing service firms provide identical services and are located in a small area. Examples could be many bank branches in the same area in a city. Under such circumstances, service quality happens to be the only way of differentiating the different service providers. ...Show more

Summary

The introduction of quality in the managerial agenda has progressed gradually from being an organizational function to the more recent and ambitious goal of describing the characteristics of quality-oriented organizations…
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