The document is a research paper on evaluating service quality at the IIT Roorkee canteen. It contains an introduction, literature review, research objectives, methodology, data collection, analysis and conclusions. The researchers used the SERVQUAL method to collect responses from 33 students on their expectations and perceptions of service quality. Statistical analysis found that responsiveness and empathy had the largest gaps. Recommendations included reducing delays, improving staff attitudes, and enhancing physical facilities to improve service quality.

1. Service Quality towards Customer
Satisfaction
Submitted By:
Anish Tulshyan
Nishita Singh
Rahul Paul
Sharad Srivastava
12810009
12810058
12810068
12810076

2. Contents
Background of Study
Executive Summary
Research Objective
Literature Review
Service Quality and SERVQUAL
Research Methodology
Data Collection
Data Analysis and Interpretation
Recommendations
Conclusion
References

3. Background of Study
The trend towards eating in canteens is on the rise in the
colleges.
A similar trend has been seen in IIT Roorkee Canteens
The reason can be stipulated towards ease of food, better
timings, location factor or perhaps more pocket money!!!
Among this, is the most centrally located canteen i.e. BRU

4. Executive Summary
Service quality has been the most important consideration for
any service provider. Effectiveness of service quality audit can
be measured through research.
SERVQUAL is a widely accepted tool for measuring service
quality. It measures a total of 21 service attributes grouped
into five service dimensions of Reliability, Responsiveness,
Assurance, Empathy and Tangibility.
We have collected a total of 33 responses for service quality
using the SERVQUAL survey method. The data are collected
using convenience sampling and included 21 males (63.64%)
and 12 females (36.36%).

5. Executive Summary Contd..
Data analysis is done using both descriptive as well as inferential
statistical techniques with the help of SPSS package.
For descriptive statistics, we have used basic techniques like
mean, median, mode and standard deviation for interpretation.
For inferential statistics, basic hypothesis testing using t-test is used
to check whether there are any major differences as reported by
male respondents and female.
In addition to survey method, we also employed direct observation of
service delivery at the canteen and also interviewed service provider.
These inputs helped us to understand the service delivery mechanism
and creating blueprints.

6. Research Objective
The study was to determine the overall service quality from
the consumer’s perspective. The research would also expose
the deficiency in the system and how to fill them.
The objectives can be listed down as:
To understand about the service delivery mechanism at IIT
Roorkee Canteen
To finalize point of contacts in the service delivery
To identify the service gaps of the canteen business
To analyse those gaps and come up with recommendations
To evaluate overall quality of service in the customer’s eye
To establish whether gender plays a role in consumer’s
satisfaction

7. Literature Review
Services, as opposed to the products, possess features like
tangibility, perishiability, heterogeneity and inseparability (Bateson, 1995).
To show the possible gaps in the service delivery, one of the widely
accepted model is the service quality gap model which envisages a total of
5 gaps in the service delivery. It was developed by Parasuraman, Zeithaml
and LL Berry in 1985.
SERVQUAL (Parasuraman et. al., 1988) is used to quantify and measure all
5 service quality dimensions by these evaluating gaps along 21 attributes.
Studies reveal the fact that service quality gaps are associated with
customer satisfaction and therefore SERVQUAL can also be leveraged to
evaluate customer satisfaction (Andaleeb & Conway, 2006).

8. Service Quality and SERVQUAL
Gap 1 – Listening Gap: Difference between
customer expectation of the service and
service provider’s understanding of them.
Gap 2 – Design Gap: Difference between
service provider’s understanding of the
customer’s expectation and development of
customer driven services design &
standards.
Gap 3 – Delivery Gap: It is the discrepancy
between development of customer driven
services design and standards and actual
service performance.
Gap 4 – Communication Gap: It is the
difference between service delivery and
service provider’s external communication
Customer Gap: It is the difference between
customer’s expectation and perception of
the service quality.

9. Service Quality and SERVQUAL
Reliability
Ability to perform services
accurately and accurately
Responsiv
eness
Willing to help and respond
to customer needs
Assurance
Ability of employees to
inspire confidence and trust
Expected
and
Perceived
Service
Empathy
The extent to which caring
individualized services is
given
Physical facilities, staff
appearance, equipments
Tangibles
SERVQUAL

10. Research Methodology
SERVQUAL technique was employed to collect responses
about the service quality provided by BRU
The survey contained 21 questions and all the responses were
taken on a 7-point ordinal scale.
The sampling was done though convenience sampling
techniques
The research type is of the quantitative nature where the
primary data source was used to carry out the analysis

11. Research Methodology
The data was put through descriptive as well as inferential
statistical analysis through the SPSS software package.
Basic statistical techniques such as mean, standard deviation
and z-value are calculated to observe the pattern and gaps.
The data are analysed on gender basis and for each service
dimension. The difference between the expectation and
perception scores would give us the unweighted gap scores.

12. Research Methodology
For inferential statistics, hypothesis testing (t-test) are used to
see if there is any significant difference in gaps between
genders.
Null Hypothesis (H0) : There is no difference in gaps on gender basis
(μ1 = μ2)
Alternate Hypothesis (H1) : There is a significant difference in gaps on
gender basis (μ1 ≠ μ2)
We also interviewed the service provider and direct
observation techniques enabled us to create the service
blueprint of the service delivery mechanism which helped us
in identifying the critical points of contact and find the gap so
that recommendations was made.

13. Data Collection
The profile of the respondents for survey were:
Male
Female
Course Total
MBA
14
6
MBAs = 20
Others
7
6
Others = 13
Gender Total
Males = 21
Females = 12
Grand Total = 33
Direct observations as well as interview of the service provider’s
representative (BRU staff in our case) was carried out as well.
We also had an informal communication with some of the
customers which aided into the information. Additionally, we also
acted like a customer to check the overall quality of service from
our own experience (direct observation).

14. Data Analysis and Interpretation
Service delivery blueprint for IIT Roorkee canteen

15. Mean score of expectation and perception
Expectation Scores
Male Fem
ale
Perception Scores
MBA Othe Total Male Fem
rs
ale
MBA Othe Total
rs
Relia 6.05
bility
5.71
5.81
6.10
5.92
5.00
3.92
4.74
4.40
4.61
Resp 6.27
onsiv
enes
s
Assu 6.13
ranc
e
Emp 5.83
athy
5.98
6.04
6.37
6.17
4.83
4.27
4.53
4.79
4.63
5.90
5.89
6.29
6.05
4.82
4.63
4.59
5.00
4.75
5.50
5.61
5.86
5.71
4.18
4.10
4.09
4.25
4.15
Tangi 5.80
bles
5.40
5.71
5.56
5.65
4.29
3.71
4.09
4.06
4.08
Over 6.01
all
5.69
5.80
6.03
5.89
4.60
4.12
4.39
4.49
4.43
Responsiveness has the
highest expectation score
across all segments. This
leads us to believe that
customers do not want
delay in service delivery
and other responses.
Assurance takes the second
spot which gives us a hint
that trusted brands are
preferred.
On
the
other
hand, Tangible aspects are
least important in the eyes
of customers as compared
to others.

16. Gap analysis on the basis of z-score for total sample
We find that maximum z-scores occurs at Responsiveness and Empathy.
This means these factors are having least efficiency as far as meeting
customer’s demand is concerned.
The standard deviation of Responsiveness is least which means almost
everyone is rating its performance at similar level.
Avg
Avg
Expectation Perception
Avg Gap
Standard
Deviation
z-score
Reliability
5.92
Responsiven 6.17
ess
4.61
4.63
-1.32
-1.54
1.00
0.94
-1.32
-1.64
Assurance
Empathy
Tangibles
Overall
4.75
4.15
4.08
4.43
-1.30
-1.56
-1.58
-1.46
1.10
1.02
1.14
0.91
-1.18
-1.53
-1.39
-1.60
6.05
5.71
5.65
5.89

17. Inferential Statistics
Case 1: Test to check whether the gap is significantly large
Null Hypothesis: There is no significance gap in service quality,
Alternate Hypothesis: There are significant gaps in service
quality.
As we see that test statistics is -10.914 which is to be compared with
theoretical values. The critical value at 95% confidence interval is -1.96 is
which is less than the calculated one. Hence the Null hypothesis is rejected
and we can say that there is significant gaps in the service quality.

18. Case 2: Test to check whether there is any difference between males
and female population
Null Hypothesis: There is no significance difference in gaps
reported by males and females
Alternate Hypothesis: There are significant differences in gaps
reported by males and females
As we see that Levene’s test has significance level more than 0.05 hence
we assume the equal variance. Also the Sig. (2-tailed) or p-value is higher
than 0.05 hence we accept the Null hypothesis and conclude that there is
no significance difference between the gaps reported by male and female.

19. Case 3: Test to check whether there is any difference between MBA
students vs. Others
Null Hypothesis: There is no significance difference in gaps
reported by MBA students and others
Alternate Hypothesis: There are significant differences in gaps
reported by MBA students and others
As we see that Levene’s test has significance level more than 0.05 hence
we assume the equal variance. Also the Sig. (2-tailed) or p-value is higher
than 0.05 hence we accept the Null hypothesis and conclude that there is
no significance difference between the gaps reported by MBA and other
students.

20. Recommendations
Work on Reducing the delay: This is one of the crucial factors and
directly associated with the Responsiveness part of service quality.
As we have seen that this dimension was given highest expectation
rating, it makes perfect sense to work on this.
Be pleasant with the customers: we have already seen from the
statistical analysis that Empathy is one of the most negatively rated
item of service quality. Therefore this calls for a complete
transformation of the staff attitude.
Improve the physical setup: Apart from acquiring intangible assets,
a service provider should also focus on updating its physical assets
which become part of overall service delivery and consumer
satisfaction.

21. Conclusion
As we have seen, service delivery of high quality takes a
paramount place for effective service delivery. We did analysis
on IIT Roorkee Canteen and found that the canteen is having
issues with delivering quality services, especially on the front
of Responsiveness, Empathy and Tangibles. The service
provider should make efforts to mitigate them.

22. References
Research paper
Parasuraman A., Zeithaml V. A, Berry L. L. (1985), A Conceptual Model of
Service Quality and Its Implications for Future Research, Journal of
Marketing, Vol 49 (Fall 1985), p41-50
Parasuraman A., Zeithaml V. A., Berry L. L. (1988), SERVQUAL: A MultipleItem Scale for Measuring Customer Perception of Service Quality, Journal
of Retailing, Vol 64 (Spring 1988), p12-40
Books
Zeithaml V. A., Bitner M. J., Gremler D. D., Pandit A., Services Marketing:
Integrating Customer Focus across the Firm, McGraw Hill, 6e, 2013