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  • Subject Name : Marketing

Liqui-Gas Enjoys a Lesson in Service Quality

Introduction to the Research

The report discloses the important market factors and the state of the market considering market size, market growth rate, segment size, competitive market share of the Liqui-Gas company. From this report, global marketing managers are represented with essential market information which will help them in taking concern decisions regarding service of the company, pricing, quality, and delivery arrangements. As of now Liqui-Gas company has been approaching the SERVQUAL approach to understanding the customer's belief and service quality. As per the basic principle of the approach customer perception, it has been studied considering the actual performance and what are the possible customer expectations and where is the gap coming up. It is done that the service by the Liqui-Gas company must fulfil the five criteria is that is empathy, assurance, reliability, tangibility, and responsiveness. For that, a study has been carried out considering the measures for service to be scaled and later on carrying out the analysis process in terms of service quality and identification for the gap in the performance. 85 responses were obtained and the questionnaire practice has been carried out for the desired service level and customer perceiving service name that is customer expectation in customer perception. The report will also reflect on case analysis discussion on it and what are the possible solutions and recommendations for the gap identified. The implementation plan and the outcome therefore will also be discussed.

Case and Service Analysis

The research has been carried out based on 85 complete responses to the questionnaire. The questionnaire has scaled up the services and its criteria from 1 to 7 stating 1 equal strongly agree and 7 equals to strongly disagree. There are two indicators used in the questionnaire that are customer perception and customer expectation. One another thing defined is the desired service level and the actual service level. Also, the key factors of the latest market research report were included in the calculation. The dimensions used in the questionnaire for SERVQUAL dimension, reliability, responsiveness, empathy, assurance, and tangibility. The mean value has been calculated based on the customer responses and the mean score has been depicted. With that, the overall mean for all expectation items comes out to be 5.62 and the overall mean for the past all perception items comes out to be 5.51 considering the gap of service quality is 0.11 (Brennan, Canning & McDowell, 2014).

Discussion on 

As per the findings, the quality of the services has been observed with the customer expectations with the services and as per the perceiving service quality. Whereas very specifically talking about the major difference has been identified in providing customer service as promised. In addition, the dependency on handling the customer service problems was also being neglected. Another gap observed in performing customer service right the first time that is giving priority to customers. As per the observation, maintaining error-free record has not been an issue as the customer is satisfied with the expectation in perceiving criteria then the prompt response has also been observed with the kind of gap. Lack in services which is in terms of reliability and the other reliability factor of keeping customers informed has also not been facing any problem the customer is satisfied in that area. Talking in terms of responsiveness then the responsiveness criteria of willingness to help the customers or faced a bit of gap but the ability to respond to customer request has also been facing a major gap. So, there is a requirement of working on customers request and their exact requirements (Refer to table 1).

Dimension

Indicator

Mean score of expectations

Mean score of perceptions

Difference

SERVQUAL

Provide customer service as promised

6.14

5.56

-0.58

 

Dependable in handling customer service problems

6.31

5.78

-0.53

Reliability

Performing customer service right first time

6.42

5.9

-0.52

 

Providing customer service at the promised time

6.11

4.55

-1.56

 

Maintaining error-free records

5.8

6.12

0.32

 

Keeping customers informed about when the service will be provided

5.97

6.03

0.06

 

Prompt customer services

5.71

5.43

-0.28

Responsiveness

Willingness to help customers

5.91

5.21

-0.7

 

Ability to respond to customer’s request

6.21

4.89

-1.32

Assurance

Employees who instil confidence in customers

5.23

5.44

0.21

 

Making customers feel safe in their transactions

5.32

5.45

0.13

 

Employees who are consistently courteous

5.45

5.93

0.48

 

Employees who have the knowledge to answer customers’ questions

5.77

4.32

-1.45

 

Giving customers individual attention

5.67

5.88

0.21

 

Employees who deal with customers in a caring fashion

5.33

5.11

-0.22

Empathy

Having the customer’s best interests at heart

5.66

5.45

-0.21

 

Employees who understand the needs of their customers

5.89

5.02

-0.87

 

Convenient business hours

5.21

5.97

0.76

 

Modern equipment (e.g., delivery trucks)

5.11

6.21

1.1

 

Visually appealing offices

4.56

5.65

1.09

Tangible

Salespeople who have a neat, professional appearance

4.78

5.42

0.64

 

Visually appealing materials associated with service (e.g., order confirmation)

4.97

5.88

0.91

 

AVERAGE

5.615

5.509090909

-0.105909091

Table – 1; Source: (Self, n.a.)

Possible Solutions and Recommendations

As observed the error-free records and customer information keeping and providing them the services has been exceeding the customer expectations. So, to meet the other criteria is as well the team working on the same must be proposed on the other level of working where there is a gap between the customers’ expectations and perception. Also, again in the case of assurance then sure and have received quite a positive response while meeting the customer's expectation. Therefore, assurance team must also be shifted internally to work on the service dimension of reliability responsiveness empathy or tangibility. Though tangibility and empathy have also been resulting quite well while meeting the customers expectations. The major dimension that needs to be worked on serve dimension and its reliability and responsiveness. Therefore, internal team exchange must be done training must be provided inter-department communication must be generated. Customer psychology behind these reasons must be carried out while taking out the customers are simple and their communication within the team as a response to judge the cause and effect relationship.

Implementation Plan and Outcome

The ideas can be implemented easily in the company. This will also provide a multi-working and multi-tasking approach to the employees. It will also help the employees to understand customer psychology from a much better perspective and it will help them to meet the customer expectations in terms of delivering services.

References for Business-To-Business Marketing

Brennan, R., Canning, L., & McDowell, R. (2014). Liqui-Gas Enjoys a Lesson in Service Quality. Business-to-business marketing (3rd ed., pp. 130– 134). London: SAGE Publications Ltd. Print. ISBN: 9781446273722, DOI: http://dx.doi.org/10.4135/9781473998032.

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