Naslov
Entrepreneurship Initiative for Improving Service Quality

Autori
Mujić, Nihada ; Legčević, Jelena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Conference of the School of Economics and Business in Sarajevo (ICES2006), From Transition to Sustainable Development:The path to European Integration / - , 2006, 336-338

ISBN
9958-605-89-9

Skup
13th International Conference on Corporate and Marketing Communications

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 12.10.2006. - 13.10.2006

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
service quality; SERVQUAL instrument; measuring; multivariate statistical analysis

Sažetak
The application of quality-management practices by manufacturers and service providers has become increasingly widespread. Quality is considered to be one of the management’ s topmost competitive priorities and a prerequisite for sustenance and growth of firms. The quest for quality improvement has become a highly desired objective in today´ s intensive competitive markets. In recent years the topic of quality has also reached the literature on organizational culture. The concept of quality culture has been used to describe the extent to which quality is important and valued in an organization – i.e. how much organizational culture supports and values quality . Firms that are clearly interested in providing outstanding customer value would be expected to have a culture that reinforces high quality. A culture that is supportive of quality maybe particularly important in service organizations, where simultaneous production and consumption of the service makes close control impossible. Therefore measurement and management of service quality is fundamental issue for survival and growth of service companies. Knowledge about the content and formation of perception of service quality enables organizations to deal with the fields that directly influence their competitive advantage and not to waste too many resources on unimportant fields. If service quality is to become the cornerstone of marketing strategy, the marketer must have the means to measure it. The most popular measure of service quality is SERVQUAL, an instrument developed by Parasuraman . Not only has research on this instrument been widely cited in the marketing literature, but also its use in industry has been widespread . SERVQUAL is designed to measure service quality as perceived by the customer. Relying on information from focus group interviews, Parasuraman identified basic dimensions that reflect service attributes used by consumers in evaluating the quality of service provided by service businesses. As an example, among the dimensions were reliability and responsiveness, and the business included hospital services, banking and credit cards. Consumers in focus groups discussed service quality in terms of the extent to which service performance on the dimensions matched the level of performance that consumers thought a service should provide. A high quality service would perform at a level that matched the level that consumer felt should be provided. The level of performance that a high quality service should provide was termed customer expectations. If performance was below expectations, consumers judged quality to be low. To illustrate, if a firm’ s responsiveness was below consumer expectations of the responsiveness that a high quality service organization should have, the organization would be evaluated as low in quality of responsiveness. The purpose of this paper is to provide a review of the SERVQUAL research on service quality in the following areas: (1) definition and measurement of service quality, and (2) test the reliability of a customized SERVQUAL scale and (3) main conceptualization and critique in order to approach this instrument and expanding the knowledge of Croatian scientists

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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