Service Quality Improvement Assessment

Paper Summary:

This paper comprises of a literature review to better understand the concept of service quality and thereafter focuses on a research survey regarding the determinants of service quality at a chain of primary care clinics. The paper identifies areas of improvement and mechanisms through which such improvements might be achieved. The results of the survey are analysed and paper concludes with recommendations to management.

Outline
Background
Literature Review: Service Quality Concepts
Service and Quality Definitions
Obstacles to Attaining Service Quality Improvements
Service Quality Model
Extended Marketing Mix
Conclusion
Research Methodology
Results and Discussion
Consumer Expectation-Management Perception Gap 1
Service Quality Specification Gap 2
Service Delivery Gap 3
External Communication Gap 4
Expected Service Versus Perceived Service Gap 5
Recommendations
Annexure One: References
Annexure Two: Research Process
Step 1: Define the Problem and Research Objectives
Step 2: Develop the Research Plan
Research Approach
Research Instrument
Sampling Plan
Limitations of the Research
Step 3: Collect the Information
Step 4: Analyse the Information
Step 5: Present the Findings
Annexure Three: Aggregated Data

From the Paper:

"Quality in a service organisation is a measure of the extent to which the service delivered meets the customer's expectations. The nature of a service means that the customer is present in the delivery process. Both the service outcome, as well as the service process influences the perception of quality. The perceived quality can be aligned with a continuum unacceptable quality at one end and ideal quality at the other with graduations of quality in between. This implies that prior expectations are compared with actual service delivery and the service outcome and it is this comparison that leads to perceived quality."

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