How can you use service quality models to improve customer service in the hospitality industry?

2 SERVPERF model

Another service quality model that is based on the SERVQUAL model is the SERVPERF model, proposed by Cronin and Taylor in 1992. The SERVPERF model simplifies the SERVQUAL model by focusing only on customer perceptions of service quality, rather than comparing them with expectations. The SERVPERF model assumes that customer perceptions are a direct measure of service performance, and that expectations are not relevant or reliable. By using a questionnaire that asks customers to rate their perceptions of each dimension of service quality, you can evaluate your service performance and benchmark it against your competitors. You can then use this information to identify your strengths and weaknesses and improve your service delivery.

3 RATER model

A more concise and easy-to-remember service quality model is the RATER model, which is an acronym for the five dimensions of service quality used in the SERVQUAL model: reliability, assurance, tangibles, empathy, and responsiveness. The RATER model helps you to assess your service quality from the customer's perspective, by asking yourself five questions: How reliable is your service? How well do you assure your customers of your competence and credibility? How appealing are your physical facilities and equipment? How well do you empathize with your customers and understand their needs? How responsive are you to your customers' requests and complaints? By answering these questions honestly and objectively, you can pinpoint the areas where you need to improve your service quality and customer satisfaction.

4 Kano model

A more advanced and sophisticated service quality model is the Kano model, developed by Noriaki Kano in 1984. The Kano model classifies customer requirements into three categories: basic, performance, and excitement. Basic requirements are the minimum expectations that customers have of a service, and if they are not met, customers will be dissatisfied. Performance requirements are the attributes that customers use to compare different services, and the higher they are, the more satisfied customers will be. Excitement requirements are the features that customers do not expect or anticipate, but if they are present, they will delight and surprise customers. By using a questionnaire that asks customers how they feel about the presence or absence of each requirement, you can determine which category each requirement belongs to. You can then use this information to prioritize your service improvement efforts and create value for your customers.

5 Gap model

A more comprehensive and holistic service quality model is the Gap model, also developed by Parasuraman, Zeithaml, and Berry in 1985. The Gap model identifies five gaps that can occur in the service delivery process and affect customer perceptions of service quality. These gaps are: the gap between customer expectations and management perceptions, the gap between management perceptions and service specifications, the gap between service specifications and service delivery, the gap between service delivery and external communication, and the gap between customer expectations and customer perceptions. By using various tools and techniques, such as surveys, focus groups, mystery shopping, and service audits, you can measure and close these gaps and ensure that your service quality meets or exceeds customer expectations.