Case Title: SERVQUAL Exercise General In your group, you are required to produce a written report of approximately 1,500 words +/- 10% (words in tables figures, and graphs do not count toward the word count). It is important to demonstrate and present your analysis to justify your answers and recommendations; the more 'reader-friendly' the better. It is important to consider the best graphical way to present your analysis. Remember to validate, as a group, any tasks that have been completed individually. The Task: You are hired by a company to identify the most important areas of quality improvement to enhance customer satisfaction. To do so: 1. Select a service company (for example, a college) that you want to assess. The purpose of the assessment is to identify the strengths and weaknesses of the company's service quality.

2. Using the SERVQUAL instrument, first obtain the customer expectation scores for each of the 22 questions of 5 dimensions.

3. Next, obtain a score on customer perceptions for each of the 22 questions.

4. Calculate the Gap Score each of the statements (Gap Score = Perception - Expectation). 5. Draw a Two-dimensional Differencing Plane.

6. Analyze the results: