Project Report
On
“SERVICE QUALITY STUDY”
Prepared by Mr. NIKHIL SINHA
Registration No. 201700606
PGDBA
Specialization: MARKETING & INTERNATIONAL MARKETING
SCDL Page 1 of 6 2017 -Batch
Particulars
Covering Page
Certificate/Declaration regarding originality/Declaration by the Learner
Chapters
Introduction
Objectives and Scope
Theoretical Perspective
Methodology and Procedure of Work
Analysis of Data
Limitations
Findings, Interferences and Recommendations
Conclusion and your suggestions for improvement in the organisation
Summary of the Project Report
References
I. INTRODUCTION
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A. SERVICE: Service is a performance. Service is performed unlike goods are
produced. Usually, a service does not result in the ownership of anything. When
a service is purchased, it is not the title to anything that is purchased but what is
purchased is just the use of, or access to the facility or the service.
Services are economic activities that create value and provide benefits for
customers at specific times and places as a result of bringing about a desired
change in or on behalf of the recipient of services.
B. GATS CLASSIFICATION: General agreement on trade services (GATS)
identified as many as 155 activities as services and classified them in the
following 11 major categories:
1) Business Services
2) Communication
3) Construction and Engineering
4) Distribution
5) Education
6) Environment
7) Finance
8) Health
9) Tourism
10) Recreation
11) Transport
C. CLASSIFICATION BASED ON LEVELS OF CUSTOMER
CONTACT: A service is a period of time during which customers interact
directly with service provider. As the level of customer contact with the service
operation increases, service encounters are likely to be more frequent. Services
into three levels of customers contact, representing the extent of interaction
with service personnel, physical services element, or both.
High-contact services tend to be those in which customers visit the service
facility in person. Customers are actively involved with the service organisation
and its personnel throughout service delivery. Such as hairdressing or medical
service.
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Medium-contact services entail less involvement with services provides. They
involve situation in which customers visit the service provider’s facilities (or
are visited at home or at a third-party location by that provider) but either do
not remain throughout service delivery or else have only modest contact with
services personnel. The purpose of such contact is often limited to establishing
a relationship and defining a service need, dropping off and picking up a
physical possessing that is being serviced, or trying to resolve a problem.
Low-contact services involves very little, if any, physical contact customers
and service providers instead, contact takes place at arm’s length thought the
medium of electronic or physical distribution channels-a fast growing trend in
today’s convenience-oriented society.
II. THE SERVICE SECTOR
Services make up the bulk of today’s economy, not only in the United States
and Canada, where they account for 73 percent and 67 percent of the gross
domestic product (GDP), respectively, but also in developed industrial nations
throughout the world. India is also following the footsteps of the developed
world in this regard. As per Ministry of Statistics and Programme
Implementation, the services sector accounts for 53.89% of total India’s gross
value added (GVA) of 179.15 lakh crore Indian rupees. With GVA of Rs. 46.44
lakh crore, the industry sector contribution 25.92%. While Agriculture and
allied sector share 20.19%. As shown in below pie chart.
Industries SERVICES
25.92; 26%
AGRICULTUTE
53.89; 54% INDUSTRIES
Services
20.19; 20%
Agriculture
III. OBJECTIVE AND SCOPE
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A) How the service quality impact on customer loyalty and customer
satisfaction with some case studies.
B) Different model to evaluate service quality.
III.A Service Quality
Service quality is critical component of customer perceptions. In case of
pure services, service quality will be the dominant element in customer’s
evaluations. In cases where customer service or services are offered in
combination with a physical product, service quality may also be very critical
in determining customer satisfaction. And in case of pure services service
quality is the major dominant element in customer’s evaluation. If the service
has a specific outcome customers can judge the effectiveness of the service
on the basis of that outcome. But many services are complex in the sense that
a clear outcome is not visible then in these situations technical quality of the
service i.e. actual competence of the provider or effectiveness of the outcome
is not easy for customer to judge. The customer may never know for sure
whether the service was performed correctly or even if it was needed in the
first place.
III.B Service quality dimensions
Research suggest that customers do not perceive quality as a one-dimensional
concept-that is; customers’ assessments of quality include perceptions of
multiple factors. Following are the five mostly considerable dimensions by
consumers in the assessment of service quality:
Reliability: Ability to perform the promised service dependably and
accurately.
Responsiveness: Willingness to help customers and provide prompt
service.
Assurance: Employees’ knowledge and country and their ability to
inspire trust and confidence
Empathy: Caring, individualized given to customers.
Tangibles: Appearance of physical facilities, equipment, personnel,
and written materials.
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III.C Measuring service quality
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