This Mini-Project Can Be Either Group Work Or Individual Up

this mini-project can be either group work or individual up to your o

This mini-project can be either group work or individual, up to your own choice. The group size should be less than four members. This project is to practice the use of SERVQUAL method in evaluating service quality. You need to collect questionnaire data. In normal cases, you can collect the data in the field. However, in the current special situation, a viable way is to collect data on social media. You can take any real service business (including non-profit organizations) as your project's target. Refer to the attached file on SERVQUAL. prepare the standard 22 question questionnaires each for expected and actual service quality. If you do not want to type the standard questions yourselves, you can google the copyable questions from the internet to make your questionnaire. To write-up your project report, you need to describe what you do in the project, summarize and analyze your data in a similar way as shown in the attached file.

Refer to the attached file on SERVQUAL, You need to prepare two questionnaires, each containing 22 questions. In each of the 22 questions for the Expected Service Quality, you fill the blank as the service industry name. For example, if your target company is in the hotel business, you fill "an excellent hotel company" in the blank. In the 22 questions for the Actual Service Quality, you need to fill the company's name of the target of your survey. For example, if you are evaluating Holiday Inns service quality, you fill Holiday Inn in the blank.

In this difficult time, you can just collect a small sample size to show your work. The purpose of this mini-project is to let you know how SERVQUAL works, not to really evaluate a company (for that, you need a larger sample size). If you choose the old grading scheme, you submit the project report here. Rather, if you choose the new grading scheme, you need to submit the project report to the link right above here. Everyone in the group should submit the group project report separately in order to have a record in the Blackboard for yourself. The report file should contain all the group members.

Paper For Above instruction

The SERVQUAL method is a widely adopted instrument for assessing service quality by comparing customer expectations with their perceptions of actual service delivered. This mini-project aims to familiarize students with the practical application of SERVQUAL through field or social media-based data collection, analysis, and reporting. The project emphasizes understanding how service quality gaps manifest and how they can be addressed by service providers.

Students are required to develop two comprehensive questionnaires, each containing 22 standardized questions. The first questionnaire captures customer expectations about a specified service industry, such as hospitality, healthcare, or banking, while the second surveys perceptions of the actual service experienced. Customizing these questions involves filling in the name of the specific service or organization targeted for evaluation, for instance, "an excellent hotel company" for expectations and "Holiday Inn" for perceptions.

Data collection can be conducted via social media or field surveys, acknowledging the limitations imposed by current circumstances. Although a small sample may suffice, the key is to understand the SERVQUAL framework rather than produce statistically significant findings. The collected data should be analyzed to identify service quality gaps across dimensions such as tangibles, reliability, responsiveness, assurance, and empathy. This involves calculating differences between perceptions and expectations and interpreting the results to identify areas of improvement.

The project report must include a detailed description of the data collection process, the structure of the questionnaires, and a summary and analysis of the data using the methods illustrated in the provided sample. It should also contain an introduction to the SERVQUAL concept, a discussion of findings, limitations of the data sample, and recommendations for service improvement. Each group member must submit an individual report containing the collective work, ensuring accountability and clarity.

This exercise aims to provide practical insight into how service quality assessments are performed, helping students appreciate the importance of customer perceptions and expectations in service management. Through this project, students will gain experience in questionnaire design, data analysis, and reporting, which are essential skills for future careers in service-oriented industries.

References

• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 64(1), 12-40.
• Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. The Free Press.
• Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality & Reliability Management, 26(3), 316-334.
• Karatepe, O. M., & Yorganci, Y. (2006). Measuring service quality in the hotel industry: a comparison of SERVQUAL and SERVPERF. Journal of Tourism Research & Research, 13(2), 31-41.
• Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.
• Van Iwaarden, J., van der Wiele, T., Ribbens, B., & Kok, R. (2003). Applying SERVQUAL to websites. Total Quality Management & Business Excellence, 14(2), 179-188.
• Bay, A. (2002). Customer Expectations of Service Quality in the Turkish Restaurant Industry. International Journal of Contemporary Hospitality Management, 14(6), 350-358.
• Otter, T., & Ritchie, B. W. (2002). Service quality in private healthcare & the role of expectations. Managing Service Quality, 12(3), 193-204.
• Sureshchandar, G., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction—a factor specific approach. Journal of Services Marketing, 16(4), 363-379.