Marketing of Private Commercial

                                           CHAPTER-2

2.1  A conceptual model of service quality, customer value and customer cost and customer perceived risk :

      Parasuraman and zeithmal’s SERVQUAL includes five dimension of service that is relevant for measuring the service quality of banks by its customers.

SERVQUAl is diagnostic tool that uncover broad weakness and strength’s in the area of service quality. The SERVQUAL instruments are based on five service quality dimension that were obtained through extensive focus group interviews with customers and executive. The dimensions include tangiable, reliability, responsiveness, assurance, and empathy.

The SERVQUAL instrument also consist of two sections: a 22 item section that records client’s expectation and a second 22 items section that measures customer’s perception .SERVQUAL disclose some dimensions that directly influence customer choice in the case of a service oriented organization like bank. The dimension are-

1.The tangibles Dimension: The dimension of SERVQUAL Compares customer expectations with the bank’s performance regarding the bank’ ability to manage the tangible.

2. The reliability dimensions: The reliability dimension reflects the consistency and dependability of a firm’s performance.

3. The response dimension: Responsiveness reflects a service firms commitment to provide its services in a timely manners.

4. The assurance dimensions:    The SERVQUAL assessment of a firm competence, courtesy to its service in a timely manners.

5. The empathy dimension:   Empathy is the ability to experience another’s

feelings as one’s own. Empathetic firms have not lost touch with what it is like to be a customer of their own firm.

       So, a set of key discrepancies or gap exist regarding executive perception

Of service quality and tusk associated with service delivery to customers.

Before selecting a bank each customer expects certain types of service FromTheir bankers. If there is something gap or discrepancies between the customer perception  and management perception of bank then it influence the  customer. These gap or discrepancies may be created from the following issues that are shown in a figure in below-

Gap-1: The gap  between customer  expectation  and management perception of those expectations will have an impact on clients evaluation of choice of bank.

Gap-2: The gap between bank management perception of customer expectations and the bank service quality specification will affect the service quality from the client’s view point.

Gap-3: The gap between bank service quality specification and actual service delivery will affect bank service quality from the customer view point.

Gap-4: The gap between actual bank’s service delivery and external communication about the service will affect bank service quality from a clients stand point.

Gap-5: The quality that a consumer perceived in a service is a function of the magnitude and the direction of the gap between expected service and perceived service.