43588513 a project on servqual

7/28/2019 43588513 a Project on ServQual

1/17

A

SURVEY

CONDUCTEDON

ABOOKSHOP(PUNJABBOOKDEPOT)IN

BARNALA(PUNJAB)

BY USING SERVQUALQUESTIONNAIRE

PROJECTGUIDE:

Dr .S.Garimella

Guest Faculty, LM Thapar School of Management,

Patiala

TEAM MEMBERS

MANDEEP SINGH-500802507 SAMRITI SHARMA-500802509 DARPAN SINDHWANI-500902010

MANIK SOOD-500902024 MANOJ SAINI-500902026


2/17

PREFACEThis project work has been given to us by Mr. S. Garimella (Guest Faculty, Thapar University) for

a group exercise as part of curriculum (Operations in Service Industry). We had given liberty to

choose a service outlet of our own choice and work upon it. This project is all about analyzing

quality measures. For this matter we chose, Punjab Book Depot (Barnala, Pb.) as our project

organization. This outlet is dealing with books and stationary retails. This report is the outcome

of primary research (survey). For primary research we would like to thank the employees of

Punjab Book Depot.

We would like to quote of thanks to Mr. Harish Kumar (Owner, Punjab Book Depot). He helped

us throughout the survey. We are also thankful to the customers of PBD.

Apart from the academic submission of this report to Mr. S. Garimella, we also will send this

report to Punjab Book Depot. We would feel proud if this report helps them in their operations

for any matter.


3/17

INDEX

METHODOLOGY

FINDINGS

RECOMMENDATIONS

LIMITATIONS

ANNEXURES


4/17

METHODOLOGYThe questionnaire included 27 questions designed to capture respondents' views on

expectations of service, perceptions of the services and thus any gap between the two.

Respondents were asked to score each question on a scale from 1 to 7 where 1 represented

low opinions of service and 7 high opinions.

Instrument Used: ServQual

No.of Respondents: 25

Sampling Technique: Convenience


5/17

FINDINGSON THE BASIS OF AVERAGE WEIGHTED SCORE OF EACH FACTOR

Factors Average score

Average Tangible Weighted Score 20.32

Average Reliability Weighted Score 21.08

Average Responsiveness Weighted Score 20.04

Average Assurance Weighted Score 18.92

Average Empathy Weighted Score 19.64

SOURCE: PRESENTERS DATA

i) Customers viewed the reliability aspects of the service as most important to them(ability to perform the promised service dependably and accurately)

ii) Tangible and responsiveness aspects of service are almost equally important.

iii) Assurance is least important for the customers of Punjab Book Depot.ON THE BASIS OF TANGIBILITY ASPECT

SOURCE: PRESENTERS DATA (SEE ANNEXURE-I)

i) There is a gap between perception and expectations in the tangible aspect.

-30

-20

-10

0

10

20

1 3 5 7 9 11 13 15 17 19 21 23 25

Wt

d.Score=Score

from

table1

x

impotanewt


6/17

ii) More than 50% of the respondents are unsatisfied with the physical facilities,equipment, personnel, and communication materials. Since reliability is the second

most important (weighted) factor considered by the customers. Thats why this has

to be taken care of.

iii) There is only one customer whose perception exceeded the expectations oftangibles provided by Punjab Book Depot

ON THE BASIS OF RELIABILITY ASPECT

SOURCE: PRESENTERS DATA (SEE ANNEXURE-II)

i) Punjab book depot is able to match the expectations and perceptions of its almost50% customers in Reliability Aspect.

ii) Almost 40% customers are satisfied by ability to perform the promised servicedependably and accurately.

-10

-5

0

5

10

15

20

25

1 3 5 7 9 11 13 15 17 19 21 23 25

W

td.Score=Scorefrom

table

1ximpotanewt


7/17

ON THE BASIS OF RESPONSIVENESS ASPECT

SOURCE: PRESENTERS DATA (SEE ANNEXURE-III)

i) Some are customers (45%) are very much dissatisfied with the responsivenessaspect of Punjab Book Depot.

ON THE BASIS OF ASSURANCE ASPECT

SOURCE: PRESENTERS DATA (SEE ANNEXURE-IV)

-20

-15

-10

-5

0

5

10

15

1 3 5 7 9 11 13 15 17 19 21 23 25

Wtd.Score=Scorefromtab

le1

ximpotanewt

-10

-5

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Wtd.Score=Scorefromtable1

ximpotanewt


8/17

i) PBD employees are very courteous and they have ability to convey trust andconfidence. This resulted in an excellent plot figure on PBDs record.

ii) There is almost one respondent whose perception does not match with theexpectations.

ON THE BASIS OF EMPATHY ASPECT

SOURCE: PRESENTERS DATA (SEE ANNEXURE-V)

i) PBD provides caring and individual attention to its customers. Therefore it hasscored very high on the empathy aspects.

-10

-5

0

5

10

15

20

25

30

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Wtd.Score=Scorefromtable1

ximpotanewt


9/17

ON THE BASIS OF OVERALL

SOURCE: PRESENTERS DATA (SEE ANNEXURE-VI)

i) 35% of the customers perceptions do not meet with the expectations. This is theserious matter of concern. PBD have to look upon the tangibles and responsiveness

aspects of services to retain, acquire and expand their customer base.

-6

-4

-2

0

2

4

6

8

10

12

14

16

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25AverageWtdScoreOverall


10/17

RECOMMENDATIONS

i) PBD lacks in physical evidence and service scape. In the image given below, one caneasily observe that for the display of writing pens there is hardly allocated

space.Display board can be used displaying writing stationary items to attract

attention from consumers.

Pens are hanging on the racks. No designated space is there for pen display.

ii) There is a difference b/w customer driven service design and standards & servicedelivery (GAP 3). To bridge that gap PBD can give training to its employees on How

to deal with the customers.

iii) Again there is one more aspect of matching supply with the demand which is factorsof GAP 3. Since they have underutilized space at the first floor, PBD can utilize this

space and provide its customer a better retailing experience.


11/17

LIMITATIONS

1. The owner of the shop was directly involved in the survey. Since the conveniencesampling was used for the survey and most of the respondents were known to the

owner. Thats why the results may differ in other sampling techniques like random and

snowball sampling etc.

2. This survey is subject to particular shop and city. These results cannot be generalized.Results may vary in case of different city and shop. Because people possess different set

of attributes in different cities. Peoples expectations and perceptions may also differ in

different cities in context to book shops.


12/17

ANNEXURES

Annexure I

RespondentNo.

SERVQUAL Dimension ScoreFROM

TABLE

1

Importance Weight fromTable 2

Weighted Score

1 Average Tangible -0.75 20 -15

2 Average Tangible -0.25 15 -3.75


4 Average Tangible 0 15 0














18 Average Tangible 0.5 20 10



21 Average Tangible -1 15 -15





TOTAL 508 -119.25

AVERAGE (TOTAL/25) 20.32 -4.77


13/17

ANNEXURE II

Respondent

No.

SERVQUAL

Dimension

Score FROM TABLE

1

Importance Weight from

Table 2

Weighted Score

1 Average Reliability 0 20 0

2 Average Reliability 0.8 25 203 Average Reliability -0.2 25 -5


5 Average Reliability -0.2 20 -4

6 Average Reliability 0.4 20 8






12 Average Reliability 0 22 013 Average Reliability 0.2 20 4













Total 527 55

AVERAGE Reliability (TOTAL/25) 21.08 2.2


14/17

ANNEXURE III

Respondent

No.

SERVQUAL Dimension Score FROM

TABLE 1

Importance Weight from

Table 2

Weighted

Score1 Average Responsiveness 0 20 0

2 Average Responsiveness 0 20 0


4 Average Responsiveness 0.25 20 5






10 Average Responsiveness 0.25 25 6.2511 Average Responsiveness 0 20 0

12 Average Responsiveness -0.25 19 -4.75








20 Average Responsiveness -0.5 20 -10






Total 501 -29.75

Average 20.04 -1.19


15/17

ANNEXURE IV

Respondent

No.

SERVQUAL

Dimension

Score FROM TABLE

1

Importance Weight

from Table 2

Weighted

Score

1 Average Assurance 0 15 0

2 Average Assurance 0 15 03 Average Assurance 0 15 0

4 Average Assurance 0.25 15 3.75



7 Average Assurance 0.25 20 5


9 Average Assurance -0.25 20 -5



12 Average Assurance 0.25 18 4.513 Average Assurance 0.25 10 2.5













Total 132

Average 5.28


16/17

ANNEXURE V

Respondent

No.

SERVQUAL

Dimension

Score FROM TABLE

1

Importance Weight

from Table 2

Weighted Score

1 Average Empathy 1 25 25

2 Average Empathy ` 25 253 Average Empathy 0.2 25 5

4 Average Empathy 0.2 25 5





9 Average Empathy -0.2 20 -4



12 Average Empathy 0.2 26 5.213 Average Empathy 0 10 0













Total 127.2

Average 5.088


17/17

ANNEXURE VI

Respondent AVERAGE (= Total / 5)

WEIGHTED SERVQUALSCORE

1 -4.2

2 -4

3 -2.45

4 -1.85

5 -1.65

6 -0.75

7 -0.51

8 -0.2

9 -0.210 -0.15

11 0

12 0.2

13 0.3

14 1.05

15 1.25

16 1.25

17 1.3

18 2

19 2.6

20 2.75

21 4.15

22 4.4

23 6.3

24 8.25

25 13.2

43588513 a project on servqual

Documents