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What is the SERVQUAL model of measuring service quality and expectation?

We frequently use the SERVQUAL and RATER gap analysis models with our clients to understand and measure customer requirements, perceptions and gaps in their service.

Through the evolution of customer requirements we have developed 2 research frameworks applying the PZB model.

1. Customer Satisfaction Gap Analysis

This uses the gap analysis research framework in its traditional form. The approach applies a process of qualitative research used to inform the qualitative questionnaire design, which measures the strength of customer expectation and perception of services provided. Applying our SERVQUAL analytical techniques and priority matrix reporting, we analyse where gaps in service/customer satisfaction exist and positioning in terms of meeting requirements.  Link to full description

Our gap analysis phase of research enables a baseline of data from which further tracking research can be undertaken to trend our leading edge customer satisfaction index. In which service indicators are tracked along with additional metrics such as loyalty and recommendation.

The valuable benefits our clients experience from TTi using this methodology are:

  • Tracking of the customer satisfaction attributes which have the most influence on customer satisfaction indicators
  • Identification and tracking of the customer satisfaction attributes which have the most influence on customer and recommendation
  • Prioritisation of the customer satisfaction attributes which if actioned will have the most impact on customer relationship
  • Customer satisfaction comparison with wider sector benchmarks
  • Identifies the impact of business functions on customer centricity

2. TTi Global Research’s CEQA framework

This applies the gap analysis research framework in an innovative form and looks at the widest possible customer channels to identify and measure customer requirements. The approach applies a process of expansive qualitative research, drawn from customers, review sites and social media used to inform the qualitative questionnaire design, which measures the strength of customer experience expectation and perception of services provided. Applying our EXPeriencQUAL analytical techniques and CEQ matrix reporting, we analyse where gaps in customer experience exist and where wider influencing experience features are impacting the overall.

The CEQA model enables complete validation and tracking of your customers’ experience, taking into account the variety and volume of different customer types, their individual needs, values and decision-making criteria.

The valuable benefits our clients experience from TTi using this methodology are:

  • Tracking of the customer experience attributes which have the most influence on customer experience indicators
  • Identification and tracking of the customer experience attributes which have the most influence on customer and recommendation
  • Prioritisation of the customer experience attributes which if actioned will have the most impact on customer relationship
  • Customer experience comparison with wider sector benchmarks
  • Identifies the impact of business functions on customer centricity

The framework combines the principles of the renowned PZB Service Quality Gap Model with powerful gap analysis strategies we’ve developed over 25 years of delivering end-to-end customer research for blue chip organisations.

CEQA is unique in its approach to ensuring relevancy in measuring customer satisfaction, through applying an approach of gathering qualitative insight from a host of different sources and ensuring the entire customer experience is reflected in our research design.

The authors identified the 10 main components of high quality service:

  1. reliability
  2. responsiveness
  3. competence
  4. access
  5. courtesy
  6. communication
  7. credibility
  8. security
  9. understanding/knowing the customer
  10. tangibles.

These were later condensed into 5 components (RATER):

  1. Reliability. The ability to perform the promised service dependably and accurately
  2. Assurance. The knowledge and courtesy of employees and their ability to convey trust and confidence
  3. Tangibles. The appearance of physical facilities, equipment, personnel and communication materials
  4. Empathy. The provision of caring, individualized attention to customers
  5. Responsiveness. The willingness to help customers and to provide prompt service