SERVQUAL, a Gap Analysis Tool

SERVQUAL, a Gap Analysis Tool

• 01-10-2024
• Competitive Analysis

How do you measure and improve service quality effectively?

With ServQual, you can uncover gaps between customer expectations and the service they actually receive, and take actionable steps to close them. In this video, we explore how the five dimensions of service quality (assurance, empathy, tangibility, reliability, and responsiveness) drive results. Tune in to learn how you can align customer expectations with their experience and elevate your service standards!

Video transcript

ServQual is a tool for service organizations. ServQual stands for “Service Quality” and it looks at five main elements to make sure the dimensions of how we serve help us continue to grow. Let me show those five elements for you: assurance, empathy, tangible, reliability, and responsiveness. Now what you would do is you would evaluate how effective you are in each one of these areas and you would compare it against the market. I’ll show that to you in an analysis tool here in just a second, but let’s go through each one of them.

Assurance is how much we can build confidence and trust within the market and our product itself. Empathy is how much we actually care and it’s the service that we provide, the amount of customer service that we have and being able to provide that service to our customers. Tangible is how we look in the marketplace: it’s the appearance of our facilities, our equipment, our personnel, our communication materials. We come across as being very polished and professional, or not I guess, is the best way of saying it. All right, then we’ve got our reliability. Reliability is how well we can stand up with our product itself, the dependability of that product. And then finally we’ve got responsiveness which is how quickly we can respond to our customers’ needs.

Now each one of these drives a score and those scores can actually be driven back here and you can identify the statements – these would be the questions like a survey question that you’d have and you’d be able to drive the difference between what you expect the average to be versus the perception that actually comes out that drives a gap itself and helps you understand where you need to be spending your time. Now what you could do then is you could then map out your entire service process to ensure quality and identify where the gaps might be to help you close those gaps.