Relation between service quality and customer satisfaction - Essay Example

?Assignment Two There has been a lot of discussion about the relation between service quality and satisfaction. While many researchers are of the belief that customer satisfaction is very similar to service quality, some others are of the opinion that both are two different concepts. Admittedly, a look into literature proves that while service quality is something measurable and comparable, customer satisfaction is a more complex one which is influenced by perceptions of satisfaction and customer expectations along with quality.   A look into the related literature proves that both quality and satisfaction are often used interchangeably as if both are the same construct. However, a closer look reveals that both are different concepts which are very similar to each other. According to many researchers, customer satisfaction is a function of discrepancy between a customer’s previous expectations and the customer’s perceptions regarding the new purchase. In simple words, if the customer feels that the service is better than what is expected, there is customer satisfaction.   Now, a look into the concept of service quality proves that it is defined as the comparative function between customer expectations and actual service rendered. Thus, one reaches the notion that while customer satisfaction is a more specific, short-term evaluation that is influenced by actual service quality and customer expectations, actual service quality is more general and long term evaluation. Iacobucci et al (1995) In simple words, service quality is just one important factor that can ensure customer satisfaction (p. 277).   Here, one point becomes evident; customer expectation is an important factor that can influence customer satisfaction. Now, a look into the related literature proves that customer expectation is the product of a number of factors. These factors range from word of mouth communications from other customers, personal needs of customers, past experiences, and external communications from service providers including the price-quality relationship.   Now, it becomes necessary to elaborate each of these points in detail. First of all, it is common for all customers to develop some expectations about the service to be received based on the word of mouth feedback from ones friends and acquaintances. Another point is the influence of ones personal needs. For example, one customer might visit a sports centre as a way to socialise while another one may visit in order to keep oneself fit. Another point of consideration is the fact that some customers develop their own expectations based on their prior experiences in similar situations. That means, the customers are likely to weigh the service against the service they received in the past in order to decide whether the service is satisfactory.   Another important area of consideration is the influence of external communications on customer expectations. External communication means the accuracy of information that comes out through promotion regarding the quality of service. Once the promotional materials provide high expectations and fail to provide the same quality service in practice, there will be customer dissatisfaction. Thus, it becomes evident that the promotional materials should only contain factual, objective information that can be useful for the customers in making informed choices. In other words, the expectations of the customers that are developed through promotion should meet the actual quality of service.   Now, a look into the work by Iacobucci et al (1995) proves that both customer satisfaction and service quality are very similar to each other because of the similarities in their antecedents. For example, according to the scholars, the antecedents of service quality are price, back-stage, and expertise. Similarly, the factors that lead to customer satisfaction are timeliness, service recovery, and physical environment (ibid). Now, a closer look reveals a factor that is rather interesting. All the antecedents of customer satisfaction are the outward expressions of the antecedents of service quality. In other words, customer satisfaction is more the result of explicit factors while service quality is the result of implicit factors. To illustrate, timeliness is an important factor that results in customer satisfaction. However, a closer look proves that the expression of timeliness is the result of expertise and back-stage which are the indicators of quality. Thus, from the discussion, it becomes evident that customer satisfaction is the combined effect of service quality and customer expectations. Thus, it is necessary for managers to concentrate on both service quality and customer expectations in order to ensure customer satisfaction. According to Howat et al (1996, p.79), improving service quality in sports service falls into five dimensions. They are reliability, empathy, responsiveness, assurance, and tangibles. If the term ‘reliability’ is analysed, it becomes evident that the word, in service, means delivering what is promised. This means price-quality relationship, timeliness, and the visible quality of the product. To illustrate, a man who visits a gym will look into his own improved physical appearance in order to reach a decision about the level of satisfaction. Here, there are various factors in play. He had developed an expectation regarding the outcome from the external promotion the service provider did. Secondly, there is the quality of service that is provided at the center that influences the outcome. That means, if the service provider manages to provide good quality service that makes obvious improvements in the physical appearance of the person, he is highly likely to get satisfied. If the person feels that the service he received is worth the money paid, he is highly likely to get satisfied. Thirdly, if the company manages to provide what it offered through promotion, the customers are highly likely to get satisfied with the service. Thus, in total, it becomes evident that while service quality is to be improved through price, backstage, and expertise, customer expectations are to be developed appropriately through proper promotion. It is rather clear from the analysis that only a proper combination of service quality and customer expectations can result in customer satisfaction. To sum up, one can say that firstly, right customer expectations are to be developed through promotion, and secondly, the expectations are to be met or exceeded through service quality. This is the only way to reach customer satisfaction. Admittedly, service employees have a rather vital role to play in sports service organizations. This is so because as discussed earlier, the success of any sport service is dependent on the level of customer satisfaction. And in turn, the level of customer satisfaction is dependent on service quality and customer expectations. As Howat et al (1996, p. 82) prove in their study, there are five dimensions of customer service quality. They are reliability, empathy, responsiveness, assurance, and tangibles. Out of these dimensions, responsiveness means the readiness of service providers to help the customers in their issues and to respond to their problems. One cannot deny the fact that responsiveness has an important role in the smooth functioning of a sports service. For example, most people who visit sports centers have, at one time or the other, witnessed a crowded swimming lane. While avoiding overcrowding is a matter of service quality that is to be covered through expertise and back-stage, equally important is the way suitable apology is made and friendly relations are kept with the customers in such situations. This work, admittedly, goes to service employees. The basic fact is that people’s perceptions of others, to a great extent, are based on how they perceive they are treated by them. For example, a service employee who communicates with the lap swimmers in a friendly way and ensures that the swimmers are directed to the appropriate lanes depending on their ability is making more positive an effect than a simple written instruction on the wall. That means, in the modern sports organisations, service employees have an important role to play. Now, it is necessary to analyse the element of assurance and the role of service employees in the same. The various factors involved in assurance are competence, credibility, and courtesy. Admittedly, competence and credibility come through the skill and knowledge exhibited by the staff. However, there is the element of courtesy too. Courtesy is defined as an act of civility or respect. It also has the meaning of an act of kindness or favour performed with politeness. If this is so, mere skill and knowledge about sports will not make a sports organisation attractive to the customers. There is the need to have service employees who are capable of creating an atmosphere of politeness where the customers feel that they are respected. In a sports setting, this might involve asking a customer about his or her individual preferences, seeking and accepting suggestions of improvement, and so on. Thus, in sports organizations, service employees have an important role. Another point of consideration is empathy. Being an important element of service quality, empathy involves the understanding and consideration shown towards the customers. It gives care and individual attention. To illustrate, it is possible for service employees in a sport center to ensure better communication with the customers. To illustrate, they might look into the pattern of absenteeism as absenteeism is an indication of dissatisfaction. The ones who are not regular can be individually met and issues solved. Similarly, those who are regular can be consulted as a part of the decision making process for future developments. This will ensure that they remain loyal to the organisation as they feel themselves a part of the team. Also, this will ensure that there is better word of mouth publicity as the people think their suggestions are respected. Thus, in total, it becomes evident that service employees are representatives of any sport organisation. This is so because they perform two important functions. Firstly, they are symbol of service quality through empathy, responsiveness, and assurance. Secondly, they act as the symbol of value proposition to customers. Now, it is time to see if service employees have a more important role in sport participation services than in sport spectator services. A look into the relevant literature proves that service employees have a more important role in the former. To begin with, according to Kelley and Turley (2001), there are nine different service quality factors that are important in sport spectator events. Bernthal and Sawyer (2004) They include concessions, price, fan comfort, facility access, and the nature of the sportscape. Now, if these factors are taken one by one, it becomes evident that they are all manageable through back-stage and expertise. In other words, service employees do not have a considerable role in keeping the customers satisfied throughout the event. On the other hand, participatory sport events are those events in which the primary customers are the event participants. Such events include recreational golf tournaments, tennis tournaments, and softball tournaments. At this juncture, it is necessary to adopt the Gap model of service quality. According to the Gap model, a customer’s level of satisfaction in a service depends on how the customer perceives his or her expectations are met or exceeded by the actual service provided. Here, customer expectations are the beliefs of the customer about the service delivery against which the actual service delivery is weighed. If this is so, in spectator events, service managers have a lesser role because the satisfaction will be mainly dependent on the quality of the sport event and the physical environment. On the other hand, in a participative sport event, there is more interaction as the customers are the participants. Here, they are more likely to look into more details as they might have developed more expectations about the event. In other words, there is more involvement of responsiveness, assurance and empathy. In total, unlike a spectator event, in a participative event, the customers are more likely to develop various needs as there is more involvement. To illustrate, a person witnessing a golf match is less likely to develop serious doubts about various aspects of the game. However, when one plays the game oneself, one would love to have someone around who is just happy to offer ridiculously simple solutions to the problems. In addition, customers will be cautious about the way they are treated based on their skill levels. Thus, to sum up, it becomes evident that service employees have a more important role to play in participative sport events as there is more use of empathy, responsiveness, and assurance.          References Bernthal, MJ & Sawyer, LL 2004, ‘The importance of expectations on participatory sport event satisfaction’, The Spot Journal, Viewed 09 January 2012, Howat, G, Absher, J, Crilley, G & Milne, I 1996, ‘Measuring customer service quality in sports and leisure centres’, Managing Leisure, vol.1, p. 77-89, Viewed 09 January 2012, Iacobucci, D, Ostrom, A & Grayson, K 1995, ‘Distinguishing service quality and customer satisfaction: the voice of the consumer’, Journal of Consumer Psychology, vol.4, no.3, p.277. Read More