2.2.3 What is service quality ?

2.2.3 What is service quality ?

Not only service but Quality is also a hard to define concept. Basically quality is a collection of few essential elements/attributes and criteria’s. It may change from consumer to consumer. All of the elements must be present to attain hundred percent quality. The absence of even one element may result in the degrading of the quality of the product or service. In a business organisation, apart from the normal attributes the quality should fulfill special demands by their consumers in order to gain “super quality” in consumers mind. That will help an organisation to win over the battle of competition and market share. (Ghobadian et al., (1994).   Besides meeting the standard element of quality the product or service must satisfy demands of the profession in their pertaining activity. In the extremely competitive world of the service sector which is affected by market saturation changes, quality plays a vital role in attracting and holding on to service customers. In a survey conducted in the USA in 2600 companies in 2002, points towards a direct link between the level of quality of goods and services and organizations financial performances.(Bergman and Klefsjö, 1994).The connection the  Service providers have with the consumers is direct and the provider control the degree of consumer satisfaction through the quality of the product or services which has been provided. Quality is an essential criteria that every organizations follow, as a matter of fact it brings out a clear vision of  long term plan which can be called as “company vision” of the business organization. If a service provider has identified as an organisation who are unwilling to the “quality vision” it is more likely that organisation would not successful or survive  with in the competition in timely manner. (Marshal & Murdoch, 2001))

Early research often paid  attention on defining and measuring the quality found in the manufacturing sector. In the present, academics and other professionals (relating to business) have realized the importance of service quality both its theoretical aspect and its practical aspect. Although the manufacturing sector began using methods to improve quality of service in the 1920’s, it’s only in the 1970’s that research on service quality began to grown around the world (Gummesson, 1991). 

However ,the  main drawback is that the service quality improvements have not established enough attention as same as for manufacturing quality improvement. It is quite possible because of the high complexity of quantifying and evaluate the service. However, in order to stay in business in a very competitive market of a  down turn economy organizations must give priority to quality expectations and service delivery.