2.2.5 Views on Service quality

2.2.5 Views on Service quality

Many researchers attempt to show their ideas on service quality and it’s impotency.

Though  the researcher already established the concept of “defining difficulty” in above sections of their studies, many more interesting literature on this concept  is also there to look at. Zeithaml et al.,1990 also bring out the fact that the Service quality cannot be independently measured as in product therefore it remains a relatively intangible and theoretical concept. This become clear when one looks at the current literature that is available on the subject which often debate in conceptualizing this phenomenon. Therefore, there exists no comprehensive definition on service quality. The definitions that are proposed by various studies are often concentrated around the idea that service quality is where the consumer makes an evaluation of their expectations of the service and the way service has been rendered to them (gronroos, 1984: parasuraman et al., 1985, 1988). Their mutual agree point  on service quality generate the idea that the consumers perspective a must to consider when defining quality.

According to Parasuraman et al.,1988 “customer’s assessment of overall service quality depends on the gap between expectations and perceptions of actual performance levels”. This was a foundation to massive number of  research’s  on service quality  and they centre around the question of how service quality is spotted and discerned by the customer and how this perception of the customer may be measured (statuss and weinlich,1997). Many research’s (Cronin et al,( 2000);Fornell, 1992; Parasuraman et al., (1991)) support the claim that one of the major concerns of those who study service quality is the healthy relationship between service quality and the consumers’ behavioral intentions.One can characterize service quality as a collection of conditions that decide the customers perception about the product in question. Thus, service quality is the gap between perceived service delivered and expected service. OíNeill (2001) recognized the concept of “consumer-perceived quality”- quality can only be determined by the customer in order to determine the organisation should provide good quality service.Marshal & Murdoch, 2001 bring out the idea the customers take quality to differentiate between competitive organisation which provide similar product or services. It is also been said that service quality help in increasing market share of an organisation and also customer satisfaction (Buzzell & Gale, 1987; Parasuraman, Zeithaml et al,(1985); Zeithaml (2000). Therefore, is a fact that service quality is a very important and a crucial element for any business to survive in highly competitive market and grow accordingly.