SERVQUAL Questionnaire

March 20, 2019

SERVQUAL Questionnaire – Winter Garden 2

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Expectation

Ranking:

Strongly Strongly

disagree agree

1 2 3 4 5 6 7

Main Factors No. Statement Score
Tangibles 1 Restaurant has modern and up-to-date equipments 7
2 Physical facilities are visually appealing 7
3 Employees are well-dressed 7
4 Materials associated with the service are visually appealing (e.g. clean tables; clear and neat menu; tidy bathrooms) 7
Reliability (e.g. accurate reservation of tables and accurant billing) 5 When the restaurant promises to do something by a certain time, it does so. 6
6 When you have a problem, the resturant shows a sincere interest in solving it 6
7 The restaurant performs the service right the first time 6
8 Services are provided at the time it promises to do 6
9 The records are error-free 7
Responsiveness (e.g. length of time waited to be served, attention to problems or anwsers to questions) 10 Employees tell you when the services will be performed 7
11 Employees give you prompt service (e.g. fast/quick) 5
12 Employees are willing to help you 6
13 Employees are never too busy to repsond to your request 5
Assurance
14 The behaviour of employees instil confidence in you 6
15 You feel safe in your transaction 6
16 Employees are consistency courteous (e.g. polite and understanding) 7
17 Employees have the knowledge to answer your question 7
Empathy 18 Restaurant give you individual attention to you 5
19 Operating hours are convenient to all customers 5
20 Employees who give customers personal attention 6
21 Restaurant has your best interest at heart 7
22 Restaurant undertands your specific needs 5

Perception

Ranking:

Strongly Strongly

disagree agree

1 2 3 4 5 6 7

Main Factors No. Statement Score
Tangibles 1 Restaurant has modern and up-to-date equipments 6
2 Physical facilities are visually appealing 5
3 Employees are well-dressed 7
4 Materials associated with the service are visually appealing (e.g. clean tables; clear and neat menu; tidy bathrooms) 4
Reliability (e.g. accurate reservation of tables and accurant billing) 5 When the restaurant promises to do something by a certain time, it does so. 6
6 When you have a problem, the resturant shows a sincere interest in solving it 6
7 The restaurant performs the service right the first time 6
8 Services are provided at the time it promises to do 6
9 The records are error-free 7
Responsiveness (e.g. length of time waited to be served, attention to problems or anwsers to questions) 10 Employees tell you when the services will be performed 7
11 Employees give you prompt service (e.g. fast/quick) 7
12 Employees are willing to help you 5
13 Employees are never too busy to respond to your request 5
Assurance
14 The behaviour of employees instil confidence in you 5
15 You feel safe in your transaction 6
16 Employees are consistency courteous (e.g. polite and understanding) 4
17 Employees have the knowledge to answer your question 7
Empathy 18 Restaurant give you individual attention to you 5
19 Operating hours are convenient to all customers 5
20 Employees who give customers personal attention 5 4
21 Restaurant has your best interest at heart 4
22 Restaurant undertands your specific needs 5
SERVQUAL’s 22 Questions
Introduction Measuring the quality of a service can be a very difficult exercise. Unlike product where there are specific specifications such as length, depth, width, weight, colour etc. a service can have numerous intangible or qualitative specifications. In addition there is there expectation of the customer with regards the service, which can vary considerably based on a range of factors such as prior experience, personal needs and what other people may have told them.
SERVQUAL – a methodology for measuring service quality As a way of trying to measure service quality, researchers have developed a methodology known as SERVQUAL – a perceived service quality questionnaire survey methodology. SERVQUAL examines five dimensions of service quality: Reliability Responsiveness Assurance; Empathy, and Tangible (e.g. appearance of physical facilities, equipment, etc.) For each dimension of service quality above, SERVQUAL measures both the expectation and perception of the service on a scale of 1 to 7, 22 questions in total. Then, each of the five dimensions are weighted according to customer importance, and the score for each dimension multiplied by the weighting. Following this, the Gap Score for each dimension is calculated by subtracting the Expectation score from the Perception score. A negative Gap score indicates that the actual service (the Perceived score) was less than what was expected (the Expectation score). The Gap score is a reliable indication of each of the five dimensions of service quality. Using SERVQUAL, service providers can obtain an indication of the level of quality of their service provision, and highlight areas requiring improvement.
The Methodology Outlined below are the instructions for carrying out a SERVQUAL survey, and a sample of the questions used in the questionnaire. In this sample, a bank is surveyed however, any service organisation can be surveyed using this questionnaire. All that needs to be done is to substitute the word “bank” with the particular organisation or industry being surveyed. Select the bank whose service quality you want to assess. Using the questionnaire (see Appendix A below), obtain the score for each of the 22 Expectation statements, then obtain the score for each of the 22 Perception statements. Calculate the Gap Score for each of the statements where the Gap Score = Perception – Expectation (see Table 1 below). Obtain an average Gap Score for each dimension of service quality by assessing the Gap Scores for each of the statements that constitute the dimension and dividing the sum by the number of statements making up the dimension (see Table 1 below). Sum the averages calculated in step 2 above and divide by 5 to obtain an average SERVQUAL score. This core is the unweighted measure of service quality for the area being measured. If you want to have a weighted score, calculate the importance weights for each of the five dimensions of service quality constituting the SERVQUAL scale. The sum of the weights should add up to 100 (see Table 2 below). Calculate the weighted average SERVQUAL score for each of the five dimensions of service quality multiplying the averages calculated in step 2 above by the weighted scores calculate in step 4 above (see Table 3 below). Sum the scores calculated in step 5 above to obtain the weighted SERVQUAL score of service quality for the area being measured.

Table 1 – Calculation of SERVQUAL Scores

Dimension Statement Expectation Score Perception Score Gap Score Average for Dimension
Tangibles 1 7 6 -1 -1
2 7 5 -2 -1
3 7 7 0 0
4 7 4 -3 -0.75
Reliability 5 6 6 0 0
6 6 6 0 0
7 6 6 0 0
8 6 7 1 0.125
9 7 7 0 0
Responsiveness 10 7 7 0 0
11 5 5 0 0
12 7 5 -2 -0.16161616
13 5 4 -1 -0.076932
Assurance 14 6 5 -1 -0.0714285
15 6 6 0 0
16 7 4 -3 -0.1875
17 7 7 0 0
Empathy 18 5 5 0 0
550 19 5 5 0 0
20 6 4 -2 -0.1
21 7 4 -3 -0.142857
64-2 22 6 4 -2 -0.09090909
-3.4562475
Unweighted Average SERVQUAL score: -0.69124855

Table 2 – SERVQUAL Importance Weights

Features Points
The appearance of the banks physical facilities, equipment, personnel and communication materials. 20
The bank’s ability to perform the promised service dependably and accurately 20
The banks willingness to help customers and provide prompt service. 20
The knowledge and courtesy of the bank’s employees and their ability to convey trust and confidence. 20
The caring individual attention the bank provides its customers. 20
Total: 100

Table 3 – Calculation of Weighted SERVQUAL Scores

SERVQUAL Dimension Score from Table 1 Weighting from Table 2 Weighted Score
Tangibility

Reliability

Responsiveness

Assurance

Empathy

Average Weighted score: