3- Different Perspective of Service Quality

Different Perspective of Service Quality:

The concept can vary significantly based on the context in which it is discussed. Several established perspectives offer insights into how we define quality in the delivery realm. Here are some of the common perspectives.

1. Transcendent View of Quality

This perspective equates quality with an inherent excellence that is difficult to define but is recognized when experienced. Think of it as what one might feel when viewing a masterpiece in art or experiencing a breathtaking performance. People often understand and appreciate this quality through exposure and experience, learning to identify what distinguishes the extraordinary from the ordinary.

Example:

Consider a world-class symphony performance. The quality comes from the flawless execution, emotive presentation, and overall atmosphere, which many can recognize but may find hard to describe precisely.

2. Manufacturing-Based Approach

In this view, quality is defined by the adherence to specific standards and specifications set by organizations. Here, the focus is on measurable aspects, such as how many items meet predetermined quality standards. This perspective is often tied to goals of productivity and cost-effectiveness.

Example:

A car manufacturing company may define quality based on specifications like engine performance, safety features, or fuel efficiency. A car is considered high quality if it meets all these internal standards.

3. User-Based Definitions

According to this approach, quality is subjective and lies in the perceptions of the individual customer. Here, quality is about how well the service meets or exceeds customer expectations, ultimately leading to satisfaction. This perspective emphasizes the importance of the end user’s experience.

Example:

In a restaurant, customer quality perception might depend on the taste of the food, the waiting time, and the friendliness of the staff. Customers will rate the experience as high quality if these elements align with their expectations.

4. Value-Based Definitions

Quality can also be defined in terms of the value for money. Here, customers assess whether they received a service worth the price. It emphasizes understanding quality through comparative value, balancing what is given versus what is received.

Example:

When purchasing a smartphone, if a consumer believes the features and performance justify the cost, they will view it as high quality, even if it doesn’t match the best brand on the market.

The Nature of Services

Unlike tangible goods, services are intangible, making it challenging to assess their quality before experiencing them. With services, the customer’s involvement in the production process further complicates this assessment.

Gronroos and other scholars suggest that service quality comes from customers’ comparisons: They evaluate their perceptions of the service received against their expectations.

Measuring Service Quality

From a user’s perspective, service quality can thus be defined as the consistent ability to meet or exceed customer expectations. Service providers need to focus on the following aspects to enhance service quality:

• Understanding Customer Expectations: Regular customer feedback can help gauge what they expect from the service.
• Consistency: Ensuring that the service delivered is reliable and always meets the promised standards.
• Responsive Communication: Being available and open to address customer concerns quickly enhances the perceived quality of service.

This understanding of service quality emphasizes the importance of meeting basic requirements and creating positive experiences that customers will remember and appreciate, leading to loyalty and repeat business.