Company’s Problems Through a Servqual Analysis

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Gap Analysis

Service Quality Dimensions for Expectations

Dimensions	Items
Tangibles	1-4
Reliability	5-9
Responsiveness	10-13
Assurance	14-17
Empathy	18-22

A comparison of Perception and Expectation scores

Item Number	Perception Rating	Average Expectation
1	6	5.2
2	5	4.2
3	7	5
4	5	4.4
5	4	3.2
6	4	4.2
7	5	5
8	3	3.4
9	4	4.4
10	7	5
11	6	4.8
12	5	4.6
13	3	4
14	6	4.8
15	6	4.2
16	7	5.6
17	6	5.6
18	4	4.8
19	4	3.8
20	5	5.8
21	4	5
22	3	4

Averages of the Perception and Expectations

Perception averages		Perception Rating	Average Expectation	Expectation Averages
Tangibles	5.75	6	5.2	Tangibles	4.7
		5	4.2
		7	5
		5	4.4
Reliability	4	4	3.2	Reliability	4.04
		4	4.2
		5	5
		3	3.4
		4	4.4
Responsiveness	5.25	7	5	Responsiveness	4.6
		6	4.8
		5	4.6
		3	4
Assurance	6.25	6	4.8	Assurance	5.05
		6	4.2
		7	5.6
		6	5.6
Empathy	4	4	4.8	Empathy	4.68
		4	3.8
		5	5.8
		4	5
		3	4

Overall averages computation

	Perception		Expected
Tangibles difference =	5.75	less	4.7	equals	1.05
Reliability difference =	4	less	4.04	equals	-0.04
Responsiveness difference =	5.25	less	4.6	equals	0.65
Assurance difference =	6.25	less	5.05	equals	1.2
Empathy difference =	4	less	4.68	equals	-0.68

Graph 1. Two-Dimensional Differencing Planes

Expectation

Perception

Assurance
Responsiveness
Tangibles
Empathy
Reliability

Discussion

The data indicate clearly that there is a clear disparity in the dimensions of empathy and reliability with negativity mismatch. The company has a lower perception of these services and performs poorly as opposed to the customer’s high regard for the service. As such, the company ought to improve in individual attention, consider a more flexible schedule that falls in line with the customers, while maintaining the optimum operation of the organization (refer to Appendices A1 and B1). Again, personal attention, and understanding consumer preferences and needs need to be given much attention. Develop Frequently Asked Questions page attached with the pass email that informs clients not to request a pass through the internet again. In addition, attach a tick-box for the clients to confirm only one receipt of pass. On the other hand, the company has won an assurance from their customers as well as to the knowledge of the management. Tangibles and Responsiveness are quality services that meet consumer expectations and company perception proportionately.

The quality management system is a combination of work ethics and practices for enhancing passenger safety and upgrading boarding services in the aviation industry (Smith, 2002). For example, the airline has upgraded its mobile messaging system to provide quality services at affordable prices (Mulholland, 2005). The airline has launched an SMS-based boarding pass and installed novel self-service check-in reception desks at airports to provide customers with efficient and swift check-in services (English 2004).

From the above, it is clear that that the identified gaps will help increase the quality of service and products in the Airline service. The gaps that exist hindered the organization and its passengers (the clients) from attaining an optimal operation that fully satisfies the customers. The priorities set up meet the expected demands as opposed to the real quality presently being achieved. The identity of the reasons for the presence of the gaps through a SERVQUAL analysis has made it possible to develop a number of programs that not only save time but also prove convenient to the clients. The achievement of the suitable processes through the service quality framework has proved to have reliability, assurance, tangibles, empathy, and responsiveness.

References

Das, S 2007, ‘Quest for Quality: Thoughts, Ideas, Concepts, Views on Quality and Process Improvement in the Information technology‘.

English, L 2004, putting Quality Process in Place to Exploit Technology. DataFlux Corporation, Cary, NC.

Leney, A 2004, ‘Vehicle Recycling on South Tawara’.

Milojkovic, D 2011, ‘Australian airline introduces SMS boarding passes’.

Smith, M 2002, ‘Safety Management Systems: What’s in it for you’ Web.

Appendices

Appendix A: SERVQUAL Perception Survey

No.	Item	Rating
1	Airline company has modern-looking equipment	6
2	Airline company’s physical facilities are visually appealing	5
3	Airline Company’s employees are neat-appearing	7
4	Materials associated with the service (such as pamphlets or statements) are visually appealing at Airline company	5
5	When the Airline Company promises to do something by a certain time, it does so	4
6	When you have a problem, the Airline company shows a sincere interest in solving it	4
7	The Airline company performs the service right the first time	5
8	The Airline company provides its services at the time it promises to do so.	3
9	The Airline company insists on error-free records	4
10	Employees in the Airline company tell you exactly when services will be performed	7
11	Employees in the Airline Company give you prompt service.	6
12	Employees in the Airline Company are always willing to help you	5
13	Employees in the Airline company are never too busy to respond to your requests	3
14	The behavior of employees in the Airline company instills confidence in you	6
15	You feel safe in your transactions with Airline Company	6
16	Employees in the Airline Company are consistently courteous with you	7
17	Employees in the Airline company have the knowledge to answer your questions	6
18	The Airline Company gives you individual attention	4
19	The Airline company has operating hours convenient to all its customers	4
20	The Airline Company has employees who give you personal attention	5
21	The airline company has your best interests at heart	4
22	Employees of the Airline Company understand your specific needs	3

Appendix B1: SERVQUAL Perception Survey

No.	Item	Rating by five individuals
1	Airline company has modern-looking equipment	4	4	6	6	6
2	Airline company’s physical facilities are visually appealing	3	4	5	4	5
3	Airline Company’s employees are neat-appearing	6	5	7	4	3
4	Materials associated with the service (such as pamphlets or statements) are visually appealing at Airline company	4	4	5	4	5
5	When the Airline Company promises to do something by a certain time, it does so	3	3	4	2	4
6	When you have a problem, the Airline company shows a sincere interest in solving it	3	7	4	4	3
7	The Airline company performs the service right the first time	4	6	5	3	7
8	The Airline company provides its services at the time it promises to do so.	2	5	3	2	5
9	The Airline company insists on error-free records	3	7	4	4	4
10	Employees in the Airline company tell you exactly when services will be performed	6	5	7	3	4
11	Employees in the Airline Company give your prompt service.	5	4	6	6	3
12	Employees in the Airline Company are always willing to help you	4	4	5	4	6
13	Employees in the Airline company are never too busy to respond to your requests	2	5	3	6	4
14	The behavior of employees in the Airline company instills confidence in you	5	4	6	4	5
15	You feel safe in your transactions with Airline Company	5	3	6	4	3
16	Employees in the Airline Company are consistently courteous with you	6	4	7	5	6
17	Employees in the Airline company have the knowledge to answer your questions	5	5	6	6	6
18	The Airline Company gives you individual attention	3	3	4	7	7
19	The Airline company has operating hours convenient to all its customers	3	5	4	5	2
20	The Airline Company has employees who give you personal attention	4	7	5	7	6
21	The airline company has your best interests at heart	3	6	4	5	7
22	Employees of the Airline Company understand your specific needs	2	4	3	5	6