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Assessing the Service Quality of Some Selected Hospitals in Karachi Research The well known “SERVQUAL scale can be applied to any service providing organization to assess service quality.”(Zeithaml, Parasuraman and Berry (1990) The five generic dimensions or factors were introduced by Parasuraman et al (1988) to measure service quality are: Tangibles: Physical facilities, equipment and appearance of personnel; Reliability: Aability to perform the promised service dependably and accurately; Responsiveness: Willingness to help customers and provide prompt service; Security: Knowledge and courtesy of employees and their ability to inspire trust and confidence; and Empathy: Caring, individualized attention provided to customers. These dimensions were extracted on the basis of a questionnaire (See Chart 1) consisting of 22 questions that cover the expectations and performance aspect of each dimension of the SERVQUAL model PAKISTAN BUSINESS REVIEW JULY 2011 268
Research Assessing the Service Quality of Some Selected Hospitals in Karachi Chart 1: Original version of the SERVQUAL scale It e m E x p e c t at io n ( E ) P e r fo r m a n c e ( P ) X Y Z ha s m o d e rn T h e y sho u ld ha v e m o d e r n e qu ip m e n t. e qu ip m e n t. 5 6 7 8 9 1 0 1 1 1 2 1 3 1 2 3 4 T an gib ilit y R e li ab i lit y R e s p o n sib ilit y T h e p hy sic a l i n st a lla tio n s sh o u ld b e v isu a lly a ttr a c tiv e . T h e e m p lo y e e s sh o uld b e w e ll- dr e s se d a n d c le a n. T h e a p p e a r a n c e of c o m p a n y ins ta lla tio n s sh o u ld b e c on se r v e d a c c o r d in g t o th e se r v ic e o f fe r e d . W h e n th e se c o m pa nie s pr o m i se to d o so m e th in g i n a c e r ta in tim e , th e y m us t d o it. W h e n c lie n ts ha v e a ny pr o bl e m w ith th e se c om p a nie s , t he la te r m u s t be so lid a r y a n d m a k e th e m fe e l s e c u r e . T h e s e c o m p a n ie s s ho u ld b e of c on f ide n c e . T h e y sho u ld pr o vid e th e se r v ic e i n th e t im e pr o m i se d . T h e y sho u ld ke e p the ir re c o r d s c or r e c tly . It s ho u l d n o t b e e x pe c te d tha t th e y i nf o r m c lie n ts e xa c tl y w h e n th e se r v ic e s a re to b e e x e c u te d . It is no t r e a so n a b le to e xp e c t im m e d ia te a va ila b ilit y o f c o m pa n y e m p lo y e e s . C o m p a n y e m p lo ye e s d o no t ne e d to b e a lw a y s a v a ila b le to h e lp c l ie nt s. It is no r m a l f o r t he m to b e too b us y to re a d ily r e sp on d to r e q ue s ts. X Y Z ’s ph y sic a l in s ta lla tio n s a r e v is ua ll y a ttr a c tive . X Y Z ’s e m p lo y e e s a r e w e ll dr e s se d a nd c le a n. T he a p pe a r a n c e of X Y Z ’s ph y sic a l in s ta lla tio n s is c o n se r ve d a c c o r d in g to the se r v ic e o f f e re d . W h e n X Y Z p r o m is e s to d o so m e t hin g i n a c e r ta in tim e , it r e a lly d o e s it . W h e n y o u h a v e a p r o b l e m w ith X Y Z , it is so lid a ry a nd m a ke s yo u fe e l s e c ur e . X Y Z c a n b e tr ust e d . X Y Z p r o vid e s th e se r vic e i n th e t im e p r o m i se d . X Y Z ke e p s its re c o r d s c or r e c tly . X Y Z d o e s n ot i nf o r m e xa c tl y w h e n s e r vic e s w ill b e e x e c u te d. Y ou d o n o t r e c e iv e im m e d ia te se r v ic e s f r o m X Y Z e m p lo y e e s. X Y Z e m p lo y e e s a r e n o t a lw a y s a v a il a ble to h e lp c lie nt s. X Y Z e m p lo y e e s a r e a lw a y s too b u s y to re s po n d to c lie n t re q u e sts. 269 PAKISTAN BUSINESS REVIEW JULY 2011
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