Service quality performance and measurement : a strategic tool for maintaining competitive advantage for a local public transport operator

Pao Yue-kong Library Electronic Theses Database

Service quality performance and measurement : a strategic tool for maintaining competitive advantage for a local public transport operator

 

Author: Fung, Wai-yee Mary
Title: Service quality performance and measurement : a strategic tool for maintaining competitive advantage for a local public transport operator
Year: 1999
Subject: Mass Transit Railway Corporation
Quality assurance -- China -- Hong Kong -- Case studies
Consumer satisfaction -- China -- Hong Kong -- Case studies
Local transit -- China -- Hong Kong -- Case studies
Service industries -- China -- Hong Kong -- Quality control
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: 74 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1469497
URI: http://theses.lib.polyu.edu.hk/handle/200/159
Abstract: The SERVQUAL model by Parasuraman, Zeithaml and Berry proposed in 1988 and refined in 1990 and 1991 provides an instrument for measuring service quality construct. Service practitioners can apply this model to measure their quality of service, which was always considered as intangible in nature. The backbone of the SERVQUAL was the gap theory of discrepancies between customer perception and expectation. By applying the SERVQUAL, service marketers can differentiate their service performance in five principal quality dimensions namely, reliability, tangibles, responsiveness, assurance and empathy, as suggested by PZB as well as support from many replication studies from other researchers in the last 10 years. The SERVQUAL instrument has been applied in the current study for its generic in nature and its wide application across service industries with support from other replication studies. The instrument was adapted, modified and adopted the first time to measure the railway transport service in Hong Kong. This was used to identify the service attributes that customers value the most and explore the extent to which results from the study complement the Customer Satisfaction Study currently undertaken by the Mass Transit Railway Corporation. Although the current study has not reproduced exactly the same findings as PZBs, the quality dimensions derived here together with the gap scores of difference between customer perception and expectation have provided valuable information to the marketer for thorough and better understanding of the customers along the five quality dimension as well as customer's value for the individual service items. More importantly, information obtained served to complement the existing Customer Satisfaction Study as some quality dimensions are not covered in the Satisfaction study. We hope that with the continuous application of SERVQAUL in further measurement, more reliable and accurate service quality information can be obtained with a view either to mitigate the perception-expectation gap or formulate effective service marketing strategies that assure the long-term success of the company.

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