(1) “the extent to which the service, the service process and the service organisation
can satisfy the expectations of the user”. (Kasper 1999)
(2) “a function of the difference between service expected and customers’ perceptions of the actual service delivered”. (Parasuraman et al. 1985)
According to Gronroos (2001), service quality comprises two parts:
(a) technical quality and
(b) functional quality.
Technical quality refers to what the service provider distributes, whereas functional quality indicates how the service provider delivers the service.
21.4 Customer Perception
Bitner and Zeithaml (1996) argue that four factors influence the customer’s overall
perception of the quality of a service:
(1) satisfaction and value
(2) service encounter
(3) service evidence
(4) image and price.
The “service encounter” is the interaction between the service supplier and the
customer, during delivery process, while “service evidence” refers to what can be
experienced or/and observed that prevents the delivery of a service. Customers
depend significantly on their personal knowledge to assess the amount of service
given the intangible nature of a service.
External proof and physical evidence can provide proof of service. External proof
supports the service’s tangible element, although it might not be the essential
component allowing that service to be provided. Physical evidence refers to other
of the service’s tangible elements, such as construction, machines, instruments,
facilities, reports and statements.
21.4.1 Customer Expectations
An appreciation of consumers’ service quality expectations is significant to delivering service quality. Customers assess the quality level of a service typically by
comparing their service experience with what they expected. Expectations offer a
foundation for assessing the satisfaction level of the customer.
Zeithaml et al. (1990) identified four parameters that influence customers’
expectations:
21.4 Customer Perception
603
can satisfy the expectations of the user”. (Kasper 1999)
(2) “a function of the difference between service expected and customers’ perceptions of the actual service delivered”. (Parasuraman et al. 1985)
According to Gronroos (2001), service quality comprises two parts:
(a) technical quality and
(b) functional quality.
Technical quality refers to what the service provider distributes, whereas functional quality indicates how the service provider delivers the service.
21.4 Customer Perception
Bitner and Zeithaml (1996) argue that four factors influence the customer’s overall
perception of the quality of a service:
(1) satisfaction and value
(2) service encounter
(3) service evidence
(4) image and price.
The “service encounter” is the interaction between the service supplier and the
customer, during delivery process, while “service evidence” refers to what can be
experienced or/and observed that prevents the delivery of a service. Customers
depend significantly on their personal knowledge to assess the amount of service
given the intangible nature of a service.
External proof and physical evidence can provide proof of service. External proof
supports the service’s tangible element, although it might not be the essential
component allowing that service to be provided. Physical evidence refers to other
of the service’s tangible elements, such as construction, machines, instruments,
facilities, reports and statements.
21.4.1 Customer Expectations
An appreciation of consumers’ service quality expectations is significant to delivering service quality. Customers assess the quality level of a service typically by
comparing their service experience with what they expected. Expectations offer a
foundation for assessing the satisfaction level of the customer.
Zeithaml et al. (1990) identified four parameters that influence customers’
expectations:
21.4 Customer Perception
603