Garvin Eight Dimensions Quality Framework
Garvin proposes eight fundamental quality attributes or categories as a framework for strategic analysis, i.e., performance, features, reliability, compliance, durability, serviceability, aesthetics and perceived quality discussed as follows:
Table of Content
Performance refers to a product’s fundamental operational characteristics. Acceleration, handling, cruising speed and comfort are all characteristics of a car’s performance. Brands may usually be ranked objectively on individual aspects of performance because this level of quality involves quantitative attributes. Overall performance rankings, on the other hand, are more difficult to compile, particularly when they contain bonuses that aren’t required by every customer.
The “bells and whistles” of products and services are usually the secondary features of performance, the traits that augment their core functionality. It is often tough to establish a line between primary and secondary performance criteria. What matters is that features are objective and measurable and that their translation into quality differences is influenced by objective individual demands rather than prejudices.
This metric assesses the likelihood of a product breaking or malfunctioning within a specified time frame. The mean time to first failure, the mean time between failures, and the failure rate per unit time are some of the most popular reliability indicators. These measurements are more relevant to durable items than to products or services that are consumed quickly since they need a product to be in use for a specific period.
Conformance refers to how closely a product’s design and operating characteristics adhere to established guidelines. Defect rates in manufacturing and the incidence ofservice calls once a product is in the hands of the customer are the two most common measurements of failure in compliance. Other departures from the norm, such as misspelled labels or faulty construction, are ignored by these measures and do not result in service or repair.
Durability is a metric that measures both the economic and technical aspects of a product’s lifespan. Durability can be defined as the duration of time a product can be used before it deteriorates. It can also be described as the amount of use a product gets before it breaks down to the point where replacement is preferable to continual maintenance.
The term “serviceability” refers to how swiftly, politely, competently, and easily something can be repaired. Consumers are concerned not only about a product breaking down but also about the time it takes to restore service, the punctuality with which service appointments are kept, the nature of interactions with service personnel, and the frequency with which service calls or repairs fail to resolve outstanding issues.
Customers’ final judgment of product and service quality is likely to be influenced by a company’s complaints handling procedures in circumstances where problems are not promptly remedied and complaints are lodged.
Aesthetics is a subjective quality dimension. The way a product looks, feels, sounds, tastes, or smells is a matter of personal preference. It may be tough to impress everyone on this level of quality.
Although consumers may not always have complete information about a product’s or service’s features, indirect metrics may be the only method for them to compare brands. For example, the durability of a product is rarely visible, it must usually be deduced from other tangible and intangible qualities of the product. Images, advertising and brand names – assumptions about quality rather than the truth itself – might be crucial in such situations.
The SERVQUAL model or Service Quality Model, is a research tool for capturing and analysing customer expectations and perceptions of service. This sophisticated approach aids in the reconciliation of customer expectations and demands. The SERVQUAL model’s current five dimensions are used to assess service quality. It was originally judged on 10 considerations, namely responsiveness, dependability, competence, access, courtesy, communication, trustworthiness, security, customer understanding and tangibles.
All of these elements were eventually combined, and the SERVQUAL model currently consists of five elements, viz., Reliability, Assurance, Tangibles, Empathy and Responsiveness. As a result, it is often referred to as the RATER model.
Five Rater Dimensions of Service Quality
While the SERVQUAL model had ten dimensions, the RATER model, which is a reduced version of the SERVQUAL model, only has five parameters by which the customer evaluation is measured. They are service quality parameters that are used to determine perceived service quality on a multi-item scale. These dimensions provide an item scale for assessing service quality based on client feedback.
They also assist in getting to know the customer, which is why they are important components of service marketing.
- Reliability: This refers to the firm’s ability to provide the service efficiently and precisely. It assesses if the company delivered on its commitments.
- Assurance: This dimension is determined by the firm’s personnel. They can instill confidence and credibility in the minds of customers. It necessitates thorough knowledge and commitment.
- Tangibles: Physical facilities, equipment, employees and communication materials are all included in this category
- Empathy: This dimension relates to the organisation’s focus and priority on the requirements and demands of its consumers.
- Responsiveness: This dimension has to do with the company’s capacity and willingness to assist consumers and deliver on its promises.
These are the five dimensions that assist a company in caring for its customers and maintaining a positive relationship with them.
Tangibility Dimension of the SERVQUAL Model of Zomato
Zomato started by focusing in restaurant search and discovery model and has gradually progressed by providing accurate and valuable data to its users. Here, the questions under the tangibility dimension are explained:
|1.||Restaurant Search Website will have modern looking||Zomato have a modern looking website.|
|2.||Features/Option available will be visually appealing.||Features/ Option available on Zomato are visually appealing.|
|3.||Features will be easy to find.||Features are easy to find.|
|4.||Material associated with services (such as apps, online orders) will be visually appealing.]||Materials associated with Zomato services (such as apps, online orders) are visually appealing|