Lecture 10 - Frameworks, theories, tools, examples

What does the SERVQUAL model measure?

5 key service quality dimensions:

1. Reliability

2. Assurance

3. Tangibles

4. Empathy

5. Responsiveness

Which company is a good example of 'Responsiveness' in SERVQUAL?

Apple

• ‘Genius Bar’ provides quick in-store technical support and appointments

• Demonstrates a strong commitment to resolving customer issues promptly.

What is Gap 1 in the Gaps Model of Service Quality?

Knowledge gap – when management misinterprets what customers expect.

How does Ryanair demonstrate a Gap 4 (Communications) failure?

• They sometimes overpromise punctuality.

• Service features not consistently delivered.

What does the Fishbone Diagram help identify?

Root causes of service failure across categories like People, Methods, and Equipment.

What is the Pareto Principle in service management?

80% of service issues stem from 20% of root causes.

Which model shows how multiple internal service gaps result in perceived service failure?

The Gaps Model of Service Quality.

What is the Service Recovery Paradox?

Customers may be more satisfied after a well-resolved service failure than if no failure occurred.

Give an example of a brand using the Service Recovery Paradox well.

Amazon – offers instant refunds or replacements, often improving brand trust.

What are the three types of justice in complaint resolution?

1. Procedura

2. Interactional

3. Outcome justice.

What is procedural justice in a service recovery context?

• Procedural justice is about the fairness and transparency of the complaint resolution process.

• For example, Domino’s Pizza’s online order issue tracker allows customers to report problems quickly

• Dominos follow a step-by-step resolution process, reinforcing trust in how the complaint is handled.

Which brand empowers staff with significant discretion for recovery?

Ritz-Carlton – staff can spend up to $2,000 to resolve guest issues.

What’s a strength and con of mystery shopping as a feedback tool?

Strength - Provides unbiased, real-world insight into front-line service quality.

Con - It may not capture the authentic customer experience, as staff might behave differently if they suspect they’re being evaluated as it often focuses on one-time observations rather than ongoing service trends.

What does customer feedback benchmarking involve?

Comparing performance against competitors or over time using customer feedback.

What does Gap 6 in the Gaps Model represent?

The overall service quality gap – difference between expected and perceived service.

What tool would help prioritise which service problems to solve first?

Pareto Analysis.

Which theory supports the emotional aspect of complaint handling?

Justice Theory – highlights perceived fairness in the process and interaction.

Why is service recovery considered a strategic asset, not just a fix?

When aligned with justice and feedback systems, it builds loyalty, trust, and competitive advantage.