Mô hình SERVQUAL (Parasuraman, 19

Mô hình SERVQUAL (Parasuraman, 1988)

Parasuraman là một trong những người đi tiên phong trong việc nghiên cứu về chất lượng dịch vụ. Thành công của mô hình là một bước đột phá lớn để các doanh nghiệp có thể áp dụng để nâng cao chất lượng dịch vụ. Việc đánh giá chất lượng phải được thông qua sự cảm nhận của khách đó chính là những người sử dụng những dịch vụ của doanh nghiệp.

Dựa trên định nghĩa truyền thống về chất lượng dịch vụ, Parasuraman đã xây dựng thang đo SERVQUAL để đánh giá chất lượng dịch vụ gồm 22 biến thuộc 5 thành phần để đo lường chất lượng kỳ vọng và dịch vụ cảm nhận.

(1) Sự hữu hình (Tangibles)
Sự hữu hình chính là hình ảnh bên ngoài của các cơ sở vật chất, thiết bị, máy móc, phong thái của đội ngũ nhân viên, tài liệu, sách hướng dẫn và hệ thống

thông tin liên lạc. Nói một cách tổng quát tất cả những gì mà khách hàng nhìn thấy trực tiếp được bằng mắt và các giác quan thì đều có thể tác động đến yếu tố này: các trang thiết bị luôn được đổi mới hiện đại; các cơ sở vật chất hạ tầng của công ty được xây dựng bắt mắt, đẹp đẽ, nhân viên trong công ty ăn mặc luôn gọn gàng, sạch sẽ; các sách ảnh giới thiệu của công ty có liên quan đến dịch vụ trông rất đẹp.
(2) Sự tin cậy (Reliability)
Doanh nghiệp sẽ gây dựng nên niềm tin của khách hàng bằng cách hứa hẹn sẽ làm một điều gì đó đối với khách hàng. Khi khách hàng gặp trở ngại thì doanh nghiệp luôn quan tâm thực sự giải quyết vấn đề đó. Các doanh nghiệp sẽ hứa thực hiện đúng ngay từ đầu, đúng thời gian và không xãy ra sai sót nào.

(3) Sự phản hồi (Responsiness)
Đây là tiêu chí đo lường khả năng giải quyết vấn đề nhanh chóng, xử lý hiệu quả các khiếu nại, sẵn sàng giúp đỡ khách hàng và đáp ứng các yêu cầu của khách hàng. Nói cách khác hiệu quả phục vụ là sự phản hồi từ phía nhà cung cấp dịch vụ đối với những gì mà khách hàng mong muốn cụ thể như: nhân viên trong công ty sẽ cho bạn biết thời điểm khi nào sẽ thực hiện dịch vụ và thực hiện nó một cách nhanh chóng. Luôn luôn trong tư thế sẵn sàng giúp đỡ bạn khi gặp nhữung vấn đề khó khăn. Không bao giờ quá bận để đáp ứng yêu cầu của bạn.

(4) Sự đảm bảo (Assurance)
Đây là yếu tố tạo nên sự tín nhiệm, tin tưởng cho khách hàng được cảm nhận thông qua sự phục vụ chuyên nghiệp, kiến thức chuyên môn giỏi, phong thái lịch thiệp và khả năng giao tiếp tốt, nhờ đó, khách hàng cảm thấy an tâm mỗi khi sử dụng dịch vụ. Cách cư xử của nhân viên gây niềm tin cho khách hàng. khách cảm thấy an tòan trong khi giao dịch với doanh nghiệp. Nhân viên luôn niềm nở và giải đáp những thắc mắc một cách chi tiết.

(5) Sự đồng cảm (Empathy)
Sự đồng cảm chính là sự quan tâm, chăm sóc khách hàng ân cần, dành cho khách hàng sự đối xử chu đáo tốt nhất có thể (providing individual attention) giúp cho khách hàng cảm thấy mình là “thượng khách”. Luôn đặc biệt chú ý đến khách hàng. Đội ngũ nhân viên nhiệt tình quan tâm và xem lợi ích của khách hàng là tiêu chí hàng đầu

Mô hình SERVQUAL (Parasuraman, 1988)

Parasuraman là một trong những người đi tiên phong trong việc nghiên cứu về chất lượng dịch vụ. Thành công của mô hình là một bước đột phá lớn để các doanh nghiệp có thể áp dụng để nâng cao chất lượng dịch vụ. Việc đánh giá chất lượng phải được thông qua sự cảm nhận của khách đó chính là những người sử dụng những dịch vụ của doanh nghiệp.

Dựa trên định nghĩa truyền thống về chất lượng dịch vụ, Parasuraman đã xây dựng thang đo SERVQUAL để đánh giá chất lượng dịch vụ gồm 22 biến thuộc 5 thành phần để đo lường chất lượng kỳ vọng và dịch vụ cảm nhận.

(1) Sự hữu hình (Tangibles)
Sự hữu hình chính là hình ảnh bên ngoài của các cơ sở vật chất, thiết bị, máy móc, phong thái của đội ngũ nhân viên, tài liệu, sách hướng dẫn và hệ thống

thông tin liên lạc. Nói một cách tổng quát tất cả những gì mà khách hàng nhìn thấy trực tiếp được bằng mắt và các giác quan thì đều có thể tác động đến yếu tố này: các trang thiết bị luôn được đổi mới hiện đại; các cơ sở vật chất hạ tầng của công ty được xây dựng bắt mắt, đẹp đẽ, nhân viên trong công ty ăn mặc luôn gọn gàng, sạch sẽ; các sách ảnh giới thiệu của công ty có liên quan đến dịch vụ trông rất đẹp.
(2) Sự tin cậy (Reliability)
Doanh nghiệp sẽ gây dựng nên niềm tin của khách hàng bằng cách hứa hẹn sẽ làm một điều gì đó đối với khách hàng. Khi khách hàng gặp trở ngại thì doanh nghiệp luôn quan tâm thực sự giải quyết vấn đề đó. Các doanh nghiệp sẽ hứa thực hiện đúng ngay từ đầu, đúng thời gian và không xãy ra sai sót nào.

(3) Sự phản hồi (Responsiness)
Đây là tiêu chí đo lường khả năng giải quyết vấn đề nhanh chóng, xử lý hiệu quả các khiếu nại, sẵn sàng giúp đỡ khách hàng và đáp ứng các yêu cầu của khách hàng. Nói cách khác hiệu quả phục vụ là sự phản hồi từ phía nhà cung cấp dịch vụ đối với những gì mà khách hàng mong muốn cụ thể như: nhân viên trong công ty sẽ cho bạn biết thời điểm khi nào sẽ thực hiện dịch vụ và thực hiện nó một cách nhanh chóng. Luôn luôn trong tư thế sẵn sàng giúp đỡ bạn khi gặp nhữung vấn đề khó khăn. Không bao giờ quá bận để đáp ứng yêu cầu của bạn.

(4) Sự đảm bảo (Assurance)
Đây là yếu tố tạo nên sự tín nhiệm, tin tưởng cho khách hàng được cảm nhận thông qua sự phục vụ chuyên nghiệp, kiến thức chuyên môn giỏi, phong thái lịch thiệp và khả năng giao tiếp tốt, nhờ đó, khách hàng cảm thấy an tâm mỗi khi sử dụng dịch vụ. Cách cư xử của nhân viên gây niềm tin cho khách hàng. khách cảm thấy an tòan trong khi giao dịch với doanh nghiệp. Nhân viên luôn niềm nở và giải đáp những thắc mắc một cách chi tiết.

(5) Sự đồng cảm (Empathy)
Sự đồng cảm chính là sự quan tâm, chăm sóc khách hàng ân cần, dành cho khách hàng sự đối xử chu đáo tốt nhất có thể (providing individual attention) giúp cho khách hàng cảm thấy mình là “thượng khách”. Luôn đặc biệt chú ý đến khách hàng. Đội ngũ nhân viên nhiệt tình quan tâm và xem lợi ích của khách hàng là tiêu chí hàng đầu

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Model SERVQUAL (Parasuraman, 1988)Parasuraman was one of the pioneers in the study of quality of service. The success of the model is a major breakthrough for enterprises can apply to improve the quality of service. The quality assessment must be through the feel of it is the people who use the services of the business.Based on the traditional definition of quality of service, Parasuraman SERVQUAL was built to evaluate the quality of service including 22 turn in 5 components to measure the quality of service expectations and feel.(1) The tangible (Tangibles)The main image is visible on the outside of the facility, equipment, machinery, the demeanor of the staff, documents, manuals and systemscontact information. Say in General what all clients have seen directly by the eye and the senses, then all can impact factors: the innovative equipment is modern; the infrastructure facilities of the company are building a beautiful, eye catching, employees in the company dress always neat, clean; the company's referral picture books that are related to the service looks very beautiful.(2) reliability (Reliability)The business will result in the building up of trust of customers by promising to do something for customers. When customers encounter obstacles, the business always interested to really solve that problem. The business will promise to make it right from the start, on time and without any errors occur.(3) The feedback (Responsiness)This is the measurement criteria, the ability to solve problems quickly, efficiently processing the complaint, ready to help customers and meet the requirements of the customer. In other words effectively serves as the feedback from the service providers for what that particular wishes such as: employees in the company will let you know the time when will perform services and make it quickly. Always in the ready to help you when us Navy encountered difficult issues. Never too busy to meet your requirements.(4) The guarantees (Assurance)This is the element that creates credibility and trust for customers is perceived through the professional service, expert knowledge and courteous demeanor, ability to communicate well, thanks for that, customers feel secure when using the service. Employee's causing confidence to customers. guests feel safe while dealing with the business. The staff always affable and answer these questions in detail.(5) empathy (Empathy)Empathy is the interested, considerate customer care, for the thoughtful treatment can best (providing individual attention) helps clients feel themselves as "upper". Always pay close attention to the guests. Our staff enthusiastic, interested and see the benefit of the customer is the top criteria

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SERVQUAL model (Parasuraman, 1988) Parasuraman is one of pioneers in the study of quality of service. The success of the model is a major breakthrough for the business can apply to improve service quality. The assessment of quality must be via the customer feel it is the users of business services. Based on the traditional definition of service quality, Parasuraman built servqual to assess service quality consists of 5 components 22 variables to measure the quality of service expected and perceived. (1) The tangible (Tangibles) The image is visible outside of the physical facilities, equipment Equipment, machinery and demeanor of the staff, documents, manuals and system communications. Speaking in general, everything that customers can see directly to the eye and the senses, it can affect this factor: the equipment is always modern innovation; the infrastructure facilities of the company is building eye-catching, beautiful, company employees always neatly dressed, clean; the introduction of the company's image related to the service looks very beautiful. (2) The reliability (Reliability) Enterprises will build up the trust of customers by promising to do something for customer. When customers encounter obstacles, enterprises are interested in actually solving problems. Businesses will promise to comply with from the outset, on time and no errors occur. (3) The feedback (Responsiness) This criterion is capable of solving measurement problems quickly, handling brand Results complaints and ready to help customers and meet customer requirements. In other words effectively serves as the feedback from service providers for what specific customers want, such as employees of the company will let you know the moment when it will perform services and implement it quickly. Always in the ready to help you when meeting majorsoftware difficult problem. Never too busy to respond to your request. (4) The guarantee (Assurance) These are factors that make up the credibility, trust customers is felt through professional service, knowledge skilled professionals, courteous manner and good communication skills, so that customers feel secure when using the service. Employee behavior caused confidence to customers. feel safe while dealing with business. The staff is warm and answer detailed questions. (5) Empathy (Empathy) Empathy is the attention and thoughtful customer service, for customers attentive treatment Best possible (Providing the individual Attention) helps customers feel as "VIPs". Always pay special attention to customers. Enthusiastic staff concerned and whether the benefit of our customers is the top criteria

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