...Measuring Service Quality Using SERVQUAL Following are the instructions for using the SERVQUAL questionnaire discussed in the chapter on quality. It refers to ‘CompanyX’ as the company to be studied. On the questionnaire, just replace the word CompanyX with the business (profit or non-profit) being analyzed. You can derive an un-weighted gap score or a weighted gap score. Weighting depends upon how you allocate 100 points among the five SERVQUAL categories. A modified use of the questionnaire is to limit it to just the total or average Perception score. This is called SERVPERF and is used when Expectations are likely to be all the same (typically high). Weights can be applied here as well. STEPS TO OBTAIN UNWEIGHTED SERVQUAL SCORE Step 1. Select a business the service quality of which you want to assess. Using the SERVQUAL instrument, first obtain the score for each of the 22 expectation questions. Next, obtain a core for each of the perception questions. Calculate the Gap Score each of the statements (Gap Score = Perception – Expectation). Step 2. Obtain an average Gap Score for each dimension by assessing the Gap Scores for each of the statements that constitute the dimension and dividing the sum by the number of statements making up the dimension. Step 3. In TABLE 1 transfer the average dimension SERVQUAL scores (for all five dimensions) from the SERVQUAL instrument. Sum up the scores and divide it by five to obtain the unweighted measure of service...
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...Background of two companies Duracell: Duracell was started by a scientist named Samuel Ruben and tungsten filament manufacturer named Philip Rogers Mallory in 1920. In 1950, Kodak introduced a new flash light camera requires a new cell size, which was fulfilled by Samuel Ruben and resulted in the birth of AAA battery. He came up with highly reliable, compact, long lasting and never produced before alkaline manganese batteries. The term “Duracell” was introduced in the year of 1964 giving a simple but very distinctive message to their consumers about their durability as a firm in a battery business. In 1996, Gillette acquired Duracell and has been the second most valuable product after razors and blades. P&G acquired Gillette in 2005 to add up in their consumer product line. Duracell believes that there is a limitless potential of portable power and, as a company they always endeavor to develop the most innovative product in the section of portable power which could result in the powerhouse of someone’s life. They have the long history to provide disposable and rechargeable cells with the latest technology for different kind of appliances needed for day to day basis. They have the series of product such as AAAbatteries, AA batteries, Rechargeable Batteries, Specialty batteries and Chargers. Having the headquarter in Bethel Connecticut,USA;this “Trusted Anywhere” brand has been powering the people for more than 40 years. Duracell is currently the world’s leading producer...
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