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Service Concept Profiling PLUS THE Servqual Model

In this task I will conduct a critique of the following service management ideas, theories, ideas and techniques; specifically with regards to their purpose, request and limits and in regards to to how these service management ideas, theories and techniques may contribute to the development of an effective business: Service concept, Service idea profiling plus the SERVQUAL model.

Service concept


The service notion has been described variously throughout the years, Haskett (1986), defines it as how the "organisation wish to have its service perceived by its customers, employees, shareholders and lenders", i. e. the organisation's business proposition. It has additionally been thought as the components of the service attention package, this is related to what Collier (1994) named it as "customers gain package", i. e. things that provide gain and value to the client. Another definition of a service concept says that "something concept identifies the proposed mother nature of the business enterprise; it's the service at heart that the organisation wishes to create. The service strategy helps the company focus on the worthiness that it provides to customers. "(Robert Johnston & Graham Clark, 2008, p 461).


A service principle can be divided in to three stages, firstly the organising idea, this is "the substance of the service bought, or used, by the customer". Secondly, the service experience, this is "the customer's immediate connection with the service process which concerns what sort of service provider deals with the customer and finally the service results, this is "the result for the customer of the service (in particular, the benefits provided, the causing emotions and analysis of value for money)". (Robert Johnston & Graham Clark, 2008, p 42).

An exemplory case of a successful on-going business in terms of ideas, ideas, principles and techniques is a company called Metso, they can be global supplier of technology and services to customers in the process establishments, including mining engineering, pulp and newspaper, power, coal and oil. Their service strategy includes; performance services, this enhances product efficiency, optimises quality and boosts environmental performance; availability services, this maximises asset supply and optimises total life-cycle costs of resources and finally engineering services, this can help complete projects on time and within budget, also helps maintain and develop competency of staff. (Metso automation, 2010)

Another example is Alton Towers, Organising idea: An excellent day trip at a style area. Service experience: exhilarating and entertaining, large car parks selection of food outlet stores, good souvenir shops etc. Service result: Lots of rides, Great day trip, Full day out etc' (Robert Johnston & Graham Clark, 2008, p 43)

One other example is letsgototurkey. com, they categories their service strategy into three parts: first of all, before purchase- this is when the company offers information about the region and property profile, provides airline flight information and grab service from the airport. Second, during purchase- this is when they offer full information about the region and buying strategies, and also organising all techniques such as beginning a bank account, translator and preparing all necessary paperwork. Finally, after purchase- supporting with enrollment of utilities, recommending the best retailers around, aiding with insurance and trying to get a dwelling permit. Furthermore, the company has another option called property care and attention, in which account holders can reap the benefits of certain things while they can be away such as expenses being paid, fees being paid routine security checks are created plus they also package with relevant companies for insurance, maintenance, executive etc. (Letsgototurkey. com, 2012)

Contribute to the development of an enterprise (advantage)


Service theory profiling


The service principle can also be used as a proper tool, the service concept profiling tool is merely a diagnostic tool that will help an company to analyse its service notion. It is only a tool - that can provide an company a visual representation of their service concept, using this method, a service organisation can decide whether they need to change their service notion because of the actual competition are doing/getting, so as a tool it can provide a basis for a new service theory.

"The service idea may be used to create organisational positioning by developing a distributed understanding and which makes it explicit" (Robert Johnston & Graham Clark, 2008, p 65). Professionals can also evaluate the implications of design changes using potential mapping. Furthermore creating a service theory can create differentiated services and drive tactical advantage.

An example of a business by using a service strategy profiling is '4sl consulting', their profiling method recognizes an organisation's maturity and effectiveness through; effective management and governance for providing IT change; service life circuit management from strategy through operations and ongoing service advancements; cost transparency for service pricing and charge back. The company discovers these results through one-to-one conferences or via workshops, each with a solid and comprehensive diagnosis method. "Service profiling results in an initial set of gaps, issues and constraints prepared alongside an action plan to bring immediate benefits. " (4sl consulting, 2012)


Contribute to the development of a business (benefit)


With regard to limitations in regards to to the service concept profiling tool, it is only a tool and therefore it is an excellent starting place and could point out to an organisation what component of the service notion may need to change, but does not take into consideration exterior factors such as what's taking place in the macroeconomic environment. It also does not take into consideration the change management activities that follow on from changing the service notion.


Further, I will suggest that it could be critical to get the customer involved in profiling - and i am uncertain that organisations actually do this. . . .

The SERVQUAL model

Various service quality models have been developed to evaluate service quality through companies in many businesses. Because of its relation with customer satisfaction it is very important to examine service quality models. Additionally service quality has had a major impact on practitioners, professionals and researchers due to its results in client satisfaction, customer devotion and company profitability. The common measuring tool in conditions of service quality in the development of a successful business to attain success is an instrument called SERVQUAL.

This model originated by Parasuraman et al (1985; 1988). The research based on this device has been used in marketing books and also found in various sectors in conditions of the variety of factors which affect and contribute towards development of an effective business. Along with Parasuraman, Zeithmal and Berry, these three writers made substantive contribution to the understanding the idea of service quality and the factors that impact it. The SERVQUAL model has been productively used for measuring service quality in many service businesses. It has been used inmany contexts for example, service quality in nursing homes, telecommunications, insurance firms etc.

"They originally recognized four "gaps" in the company that can cause quality problems. These quality problems cause a fifth distance, which is difference between customer objectives of service and perceptions of the service actually received. " (Jusuf Zekiri, 2011)

The SERVQUAL Model has five measurements which can be tangibles, dependability, responsiveness, confidence and empathy. If these measurements remain regular this will uncover the door to consumer commitment and provide remarkable degrees of quality consumer care service within the service company. However, not absolutely all dimensions are equivalent because of the fact that some measurements are more into the high degrees of importance within the service corporation as oppose to the other measurements 'All dimensions are essential to customers, but some more than others. Providers need to know which are which to avoid majoring in minors. At the same time they can't concentrate on only one dimensions and let the others suffer from' (Chris Arlen, 2008).

An example of a a sector using the SERVQUAL model is Mobile Telecommunication



In conclusion

These factors, ideas and techniques collectively are area of the essential elements in conditions of achieving the relevant necessary inside aims and targets set, that assist build, develop and improve a preexisting successful service company. 50%of businesses don't survive within the first couple of years so it's absolutely critical that service organisations grow and flourish in exceptional high levels of quality they deliver. Performance goals must be smart, measurable, attainable, genuine and time constrained

In relation to the SERVQUAL model, it can be an extensively used tool to determine external service quality, it may also be modified to determine the grade of the inner service provided by departments within a company to employees in other departments.

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