Methodological Approaches to the Assessment of Service Quality
Abstract
The article reveals the essence of the concept of «quality of services». The quality of services can be defined as a set of its characteristics, which determine a certain degree of satisfaction of consumers' needs. Accordingly, for each level of needs a service of the appropriate quality is developed that allows them to be standardized.
The main modern methodical approaches to assessing the quality of services from the standpoint of production and consumer approaches are generalized. The production approach involves a quality assessment based on a comparison of the actual performance indicators (waiting time, service time, etc.) with the project, planned indicators. The consumer approach focuses on consumer benefits from the consumption of the services. In our opinion, when assessing the quality of services, it is advisable to combine these two approaches. The vector method of service quality estimation, the method of service expansion, the SERVQUAL method, the method of chart design, the method of points of contact, the method of the consumer scenario, the method of reengineering, the method of «Mystery Shopping», the system of balanced indicators etc. are considered.
Recommendations for assessing the quality of the services of the commercial and market complex from the tenants and visitors point of view are given. The tenants are offered to evaluate the quality of the services of the market and trade complex according to the following criteria: the condition of commercial premises, the workability of communication, parking, fire safety, security, documentary and contract work, financial and accounting work, cleaning, online trading platform, advertising support, entertainment organization measures, organization of dialogue with management. Visitors of the trade and market complex can evaluate the quality of services on the basis of such basic criteria: convenience of the traffic junction, parking, the condition of retail premises, cleanliness, logistics by the complex territory, infrastructure development (catering establishments, rooms for children etc.) and entertainment events.
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References
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