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EXTENDED CONCEPTUALIZATION OF EXPECTATION While the SERVQUAL instrument has been productively used for measuring service quality in many studies - e.g., public recreation programs (Crompton and Mackay, 1989), hospitals, health care or medical care settings (Babakus and Mangold, 1992; Steffen, 1992), US Postal Service (Kilkenny, 1992), higher education (Boulding, Kalra, Staelin and Zeithaml, 1993; Ford, Josep and Joseph, 1993), and the Air National Guard (Orwig, 1994)-it has also raised, questions about the interpretation and operationalization of expectations (e.g., Teas. 1994, 1993). In response to that, their later work on the nature of expectation (Parasuraman, et. al., in different order of names, 1994a, 1994b, 1994c, and 1993) resulted in the conceptualization and operationalization of expectation into two levels: Desired Service - the service level customers believe organizations can and should deliver; and, Adequate Service - the minimum service level customers consider acceptable. The comparison of perception to desired service level and adequate service level generate a "Measure of Service Superiority" (MSS or perceived service relative to desired service) and a "Measure of Service Adequacy" (MSA or perceive service relative to adequate service) respectively. Therefore, for the original gap 5, the comparison between desired service and perceived service is the perceived service superiority gap; Parasuraman, et. al. (1994) call this perceived service quality (PSQ) Gap 5A. On the other hand, the comparison between adequate service and perceived service is the perceived adequacy gap; they call this PSQ Gap 5B. The higher the perceived service relative to desired service level, the higher the Perceived Service Superiority; and accordingly for adequate service level. These two service quality assessments, therefore, replace the single Gap 5 and 1 in the Gaps model (Zeithaml, et. al., 1993). Figure 2 shows gap 5 in its new form. Separating adequate service and desired service levels is the "zone of tolerance" (ZoT) (Parasuraman et. al., 1994a, 1994b, 1994c; Zeithalm et. al., 1993). The service performance is considered satisfactory (tolerated), but not superior, if the perceived service score lies in between the desired service score and adequate service score. Stamatis (1996:165) suggested that, in the absence of competition, achieving 98
Word of Mouth Communications CONSUMER MARKETER Gap 1 Gap 5 Gap 3 Gap 2 Personal Needs Past Experience Expected Service Perceived Service Service Delivery (Including pre-and post-contacts Translation of Perceptions into Service Quality Specs. Management Perceptions of Consumer Expectations Gap 4 External Communications to Consumers FIGURE 1 Parasuraman, Zeithaml & Berry's Service Quality Model Source: Parasuraman et. al. (1990) 99
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PRODUKTIVm SUPPLIER DEVELOPMENT IN
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pRODUKnvm PENASIHAT Tuan Haji Ismai
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BIODATA OF RALIMOHD NOR Rali Mohd N
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The supplier development concept ha
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4. SCOPE AND LIMITATIONS OF THE STU
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Annual Master Plan (AMP) Long Range
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6.2 SELECTION OF SUPPLIERS The supp
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Cases/ Company Company A Company B
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Proton inherited the automobile tec
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such as of technical know-how, supp
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A point worth noting in the Malaysi
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finished products. In short, the JI
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Car Assembly Production © Reverse
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Appendix 1: Cost Breakdown of Proto
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Departments Procurement & Vendor De
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Average ration of share parts Produ
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Sako, M, (1992), "Prices, Quality a
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JUST-IN-TIME (JIT) PRINCIPLES AND S
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UJ UJ Figure 1.1: Existing Layout o
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At the University of Bradford (UOB)
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Presently, tools for all the machin
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2.3 Proposed Layout Improvement No.
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MC NO. Al A2 A4 A5 A6 47 A8 A9 A10
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Controller who plans the production
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Figure A4r i > \ 2 \l C c / ) 1.8 P
Page 51 and 52: Raw Mat. Store Tool Storage Area To
Page 53 and 54: above, the forklift is not required
Page 55 and 56: The remaining of the production los
Page 57 and 58: 4.10 Set-up Time Reduction Saving T
Page 59 and 60: TABLE 2.2 Standard Price List for P
Page 61 and 62: 5.3 Project Achievements The propos
Page 63 and 64: REFERENCES 1. Alaya, S.E.B.H., Elim
Page 65 and 66: 27. Monden Y., Toyota Production Sy
Page 67 and 68: BIODATA OF ALIAS RADAM Alias Radam
Page 69 and 70: an investment-driven strategy towar
Page 71 and 72: country's dependence on chemical im
Page 73 and 74: distance ratio: OB/OF in order to m
Page 75 and 76: productivity growth in the context
Page 77 and 78: egistered the largest increase in m
Page 79 and 80: Productivity Growth Measurement Two
Page 81 and 82: CONCLUSION Chemical related industr
Page 83 and 84: Chambers, R. (1988) Applied Product
Page 85 and 86: Maisom, A. (1995) "Total Factor Pro
Page 87 and 88: TABLE 1 TYend in Production, Employ
Page 89 and 90: MIC Code 35111 35119 35120 35130 35
Page 91 and 92: Year 1983 1984 1985 1986 1987 1988
Page 93 and 94: TABLE 8 Malmquist Index, Technical
Page 95 and 96: FIGURE 2 Malmquist Index and Produc
Page 97 and 98: BIODATA OF DR. SHARIFUDDIN ZAINUDDI
Page 99 and 100: However, the extremely few existing
Page 101: SERVICE QUALITY MODEL According to
Page 105 and 106: any point in the ZoT might be consi
Page 107 and 108: who pay a nominal fee and received
Page 109 and 110: RESEARCH FINDINGS Hypothesis la: Ac
Page 111 and 112: TABLE 2 Manova and Paired Sample T-
Page 113 and 114: It could be real that government fa
Page 115 and 116: REFERENCES Adam, E.E. Jr., J.C. Her
Page 117 and 118: McKinney, Jerome B., 1995. Understa
Page 119 and 120: SYMBOLISM AND BUSINESS EDGAR J. RID
Page 121 and 122: Once it is understood that we live
Page 123 and 124: must be eliminated because racism n
Page 125 and 126: which are people of color, out of t
Page 127 and 128: The productivity problems of Americ
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