SERVQUAL’s 22 Questions

  List of SERVQUAL Questions Below is a table (and a diagram at the bottom) containing the 22 questions originally used to construct the SERVQUAL model. There are several issues to note about the structure of the SERVQUAL questionnaire: About half the questions are posed as a negative question (as highlighted in the below table). … Read more…

The Difference between Service Quality and Customer Satisfaction

  What’s the Difference between Service Quality and Customer Satisfaction? Although they are interrelated concepts, there is a difference between service quality and customer satisfaction. As discussed further in a separate article on customer satisfaction (CSAT), CSAT is the customer’s evaluation of the product/service relative to the customer’s prior expectations. Service quality, however, is the … Read more…

Why most customers are just satisfied

  Overtime most customers will be “just” satisfied Many organizations find it frustrating that their customer satisfaction (CSat) scores reach a plateau and it becomes very difficult to achieve real increases in CSat. However, this is caused “naturally” and, overtime, all firms will find that their customer base primarily fits into the “just satisfied” range … Read more…

The High Customer Satisfaction and Low Profitability Paradox

  Is Pursuing High Customer Satisfaction Worthwhile? The relationship between high customer satisfaction, leading to increased customer retention (loyalty), resulting in increased long-term profitability is generally well supported by academic research and commercial practice. But there are situations and industries where this logical relationship may not hold true. Therefore, when reviewing customer satisfaction issues it … Read more…

What is the difference between customer satisfaction and customer value?

  Customer Satisfaction (CSat) and Customer Value are Different Concepts in Marketing Customer satisfaction and value are both fundamental concepts in the understanding of marketing. It is important to note that while they are highly interrelated, they also operate independently. Essentially, value is when a consumer perceives that they will get a good deal from … Read more…

Why under-promising and over-delivering is a poor strategy

  Don’t Under-promise and Over-deliver! It’s a common cliché to under-promise and over-deliver, which even some marketing consultants and professional speakers have tended to suggest. The problem with this approach is that it is based on a very simplistic understanding of the customer satisfaction model and is a very poor strategic choice for a firm. … Read more…