Service Management CIA 3 - Component II

Service Management
CIA 3 - Component II
Submitted By:
Kanika Bothra - 1820441
Tanya Anandpara - 1820451
Dixit Maloo - 1820462
Muskan Chaudhary - 1820483
Agrawal Utsav Rajesh - 1820503
Russell Savio Fernandez - 1820526
SERVQUAL MODEL
● SERVQUAL is a multi-item scale developed to assess customer perceptions of service quality
in service and retail businesses.
● The scale decomposes the notion of service quality into five constructs as follows:
➢ Tangibles - physical facilities, equipment, staff appearance, etc.
➢ Reliability - ability to perform service dependably and accurately
➢ Responsiveness - willingness to help and respond to customer need
➢ Assurance - ability of staff to inspire confidence and trust
➢ Empathy - the extent to which caring individualized service is given
● SERVQUAL represents service quality as the discrepancy between a customer's expectations
for a service offering and the customer's perceptions of the service received, requiring
respondents to answer questions about both their expectations and their perceptions.
RESPONSIVENESS
● The Landmark group, has good responsiveness to their customers
● The employees in the retail shop respond to the customer’s queries as early
as possible.
● Infact, calls or emails received by the company are attended as early as
possible with proper response
● The customers are also happy with the behaviour of employees, as surveyed.
● The employees are always willing to attend the customers, also because they
are under supervision
● Greeting the customers are their foremost important standard
ASSURANCE
● The employees at Landmark display their potential knowledge in the event of
a question or query raised by any of their customers.
● The employees also instil confidence in their customers.
● The knowledge of the employees is well trusted upon by the customers in the
store. One interaction with any employee promises the customer of
competence in the knowledge and skill of the contact personnel, knowledge
and skill of operational support personnel, and research capabilities of the
organisation in general.
● The employees’ courtesy is also seen at various touch points in the store.
● The touch points thus mentioned, are as follows:
➔ Being greeted by the employees as a customer enters or exits the store
➔ Politeness being manifested in a case of grievance or complaint against
a product or service experienced in the store
➔ Respect and honesty displayed at the checkout counters
➔ Friendliness and trustworthiness along with an excellent sense of regard
showcased when a customer interacts with the salesmen in the store
● However, on a note of personal experience, I had an issue with the store in
general. On the event of unavailability of a product in the store, the employees
kept promising me for the arrival of fresh stock in a week but, despite the
passage of 2 weeks’ time, the product item was not assured to me.
TANGIBLES
1. Structured organizing of items eg- all the books are arranged according to
respective genres like fiction, classics to provide an easy service to the
customers
2. The salesmen are well groomed and have a uniform which makes it easy for
the customers to identify them.
3. Apparels, books, toy collection are neatly specified.
4. The infrastructure is well maintained, cash counters are organized in a
manner that customers have to wait less for their billings.
5. Visually appealing materials are kept in the stores (for eg. during release of
Avengers Endgame , huge mannequins of Hulk, Spiderman etc were put up to
attract young customers).
6. Flexible business hours from Monday - Sunday is there for the convenience of
the customers.
EMPATHY
1. The store provides customers with all the necessary information about the
store, product and services and makes a good impression by providing great
user experiences.
2. The employees acknowledge customers expertise and listen what they say
and then offer them with options that would help them in selecting the kind of
product they want.
3. Understanding customers feelings is the key to develop bond and maintain
good relations with customers. As the more the employee would relate with
the customer and their needs, the better experience they would have.
4. They provide individual attention to every customer by explaining them about
the new products and their features and giving them a proper insight about the
return and exchange policies.
5. Develop good customer base by maintaining positivity, understanding their

actions, dealing with conflicts and getting proper feedback.
6. Customer satisfaction survey is created to identify the problems faced by them

and provide them with best customer service.
RELIABILITY
● The employees at Landmark are very reliable based since they fulfill the
promises made either directly or indirectly
● They are sure regarding which product or service to render their customers at
the exact needed time.
● As guaranteed by the conglomerate to deliver assured quality products and
services to its customers, Landmark employees assure that the items thus
delivered can be relied upon by the consumers.
● There are only small places where things could go wrong
● Easy to fix
● As far as reliability is concerned, customers tend to do more business with
companies that keep their promises, particularly their promises about the
service outcomes and core service attributes.
● The measure of reliability talks about the ability to deliver promises made.
● Moreover, they are also dependable and keep accurate records of their
delivered services.
● SOP helps tackling issues that pop up
● Ex: Customer looks for something and the salesperson points in the right
direction
● Retail stores typically have low chances of being unreliable
SERVQUAL SURVEY ANALYSIS
Talking about Reliability, Landmark has created a sense of trust among its customers with an
average of 75%.
Landmark has adequately satisfied its customers with its prompt response of an average of
64%. Although, there has been drastic changes in responses of different customers rating
from 2/5 to 5/5.
On the Assurance aspect, the company staff has performed well with an average of 72%.
The staff has been able to empathize with their customers with a collective average of 76%.
Landmark’s infrastructure and its other tangible aspects have had a not so good response of
64% and can be improved upon.
THANK YOU!

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Service Management

5. Develop good customer base by maintaining positivity, understanding their

6. Customer satisfaction survey is created to identify the problems faced by them

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