SERVQUAL, the five dimensions of service quality can be used to measure the gap of service quality at Citibank Five generic dimensions of service quality identified by Parasuraman et al. (1973, 1991) that need to be an essential component of service delivery to result in customer satisfaction. These are service reliability, staff responsiveness, quality assurance, consumers’ empathy, and tangibles.
This model explains service quality as a gap between customer’s expectations (E) and the perception of the service providers’ performance (P). If the difference is positive the organization added value in services but if the performance lags behind the expectations, consumers feel dissatisfaction. If the non-weighted compensatory models are used to assesses service quality, they conclude that consumers make trade-offs of one quality attribute for another in decision making processes, i.e. a weaker attribute can compensated by a stronger service feature to give an overall satisfaction.
Citibank can discover malfunction of services and clientele complaints in the banking procedures. Due to the indefinable environment of services industry, a service assurance can adopt a productive complaint-management device that presents significant response on service malfunction, producing in company’s discovering (Hays and Hill, 2001, p.231).
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