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Report On
Measuring service quality dimension on UIU canteen

Course Name: Service Marketing

Course Code: MKT 4102

Submitted To
Dr. Md. Shariful Alam
Associate Professor
School of Business & Economics
United International University

Submitted By
SL. No Name ID
1 Nur Md. Tahsin 111-143-021
2 Md. Nahid Arefin Romeo 111-151-067
3 Abdullah Al Mamun 111-151-255
4 Shuvajit Baniik 111-151-337
5 Maftab Ahmed 111-151-590
6 Md. Nazibul Islam 111-152-141
7 Anukul Chandra Kar 111-152-149

Section: C
Date of Submission: 15th September, 2018

United International University

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 Letter of Transmittal

September 12, 2018

Dr. Md. Shariful Alam
Associate Professor
School of Business & Economics
United International University

Subject: Submitting report on “Measuring service quality dimension on UIU canteen.”

Dear Sir,

This is to inform you that, we are the seven members of our group have completed the
report on “Measuring service quality dimension on UIU canteen.” We have followed
the instructions that you have given us. We hope that you would approve our report and
grant it to be unique.

We would sincerely appreciate if you accept our report and consider our work as good and
unique.

Thank you,

Sincerely Yours,

--------------------------
(On the behalf of the group
(Md. Nazibul Islam)

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 Acknowledgement

All praise to Allah!

I would like to convey my thanks to a number of persons who helped me in completing this
survey & report. The effort and strain undertaken by those cannot be left without
recognition.

First of all, I am grateful to my respective Course Teacher, Dr. Md. Shariful Alam,
Associate Professor, at United International University for his guidance, valuable &
thoughtful comments, and suggesting. We are very grateful to him for giving us inspiriting
and encouragement throughout our study. His patience & attention to detail enable us to
complete this dissertation & get it into its present form. However, all its limitations are
considered.
Secondly, I would like to convey my thanks to people providing us with valuable
information that was very much needed for the completion of this report.

Finally, our sincere gratitude goes to our friends & classmates who helped us whenever we
needed.

Despite our sincere efforts, there may appear some shortfalls in the report. We apologize
for any such unintentional mistakes.

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 Executive Summery
For the service quality measuring, we did the survey on UIU Canteen. We were made some
questions based on customer expectation and perception. We survey on 67 people and we
got the result of our survey and we find the Gap score of Reliability, Responsiveness,
assurance, empathy and Tangibles. We find the overall satisfaction, repurchases or not. We
did the survey process by Google Form, docx. And use excel file for finding the gap. We
also try to give the solution of those gap which we find by our survey.

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 Table of Content

Chapter Name Page

Executive Summery v

Introduction 1

Gap Analysis 2

Reliability 2

Responsiveness 3

Assurance 4

Empathy 5

Tangibles 6

Recommendation & Findings 7-8

Conclusion 9

Reference 10

Appendix 11-17

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 Introduction
Measuring service quality is an important thing for the service provider. They can find their
problem. They can understand the consumer need. We all know that different consumer
different need different test. They always try to find something different and best quality
which is preferable by them. If they satisfy than they should go their again and again and
also suggest other people to take service from them. Consumer is an important part for
service. We all know that consumer is a king. So our main target is customer satisfaction.
That’s why we did lots of things for customer but sometimes they are dissatisfy and it
should be a big impact for a business. We can understand the customer problems, need,
want, demand by customer survey. To understand that which quality service will need by
customer we can measure the service quality by doing customer survey and we exactly do
that survey and measure the service quality that want by customer. Canteen service is one
of the major service for consumer. We all need to eat and always try to eat quality food
from better place and always want to better service. So if the consumer become dissatisfy
than it should be a big problem for those service provider. So they should give the best
service for customer.

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 Gap Analysis
Reliability:
Reliability refers to the organizations ability to perform the service accurately and
dependably. There are 3 basic components to this dimension, the ability to complete the
service; 1) on time, 2) consistently (routine tasks should be completed in a consistent
manner) and 3) error free, every time. To make it clear we have provided some example of
questions that is made on UIU canteen as a survey and scoring it from 1-7 to score the
service. And there are two-part expectation and perception. We made it on 67 students. And
the total sum of average gap score we found out on the basis of our question is
1.34(approximately).
The questions that are related to reliability are given below:
1. UIU canteen provide food at reasonable price.
2. The food quality in UIU canteen is good according to the price.
3. They keep fresh food regularly.
4. The overall environment of UIU canteen is neat and clean.

Reliability

12.9403
48% 14.28358
52%

Expectation perception

So 4%=1.343284

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Responsiveness:
This characterization is based on the ability of the organization to be responsive to customer
needs, with an emphasis on a willingness to respond promptly. Keeping a customer waiting,
especially when there is no clear, obvious reason, generates a negative perception. For
example, we have provided some questions (5-7) to judge this responsiveness in terms of
uiu canteen based on two sides’ expectation and perception. And our total sum of average
gap score is 1.15(approximately).
The questions that are related to responsiveness are given below:
5. They provide immediate service just after ordering.
6. UIU canteens operating hour is convenient to all the student.
7. They take any feedback positively.

Responsiveness

11.05970149,
48% 12.20895522,
52%

Expectation Perception

So 4%=1.343284

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Assurance:
Assurance relies on the employee’s ability to establish trust, as well as their ability to instill
confidence, with the customer. This aspect is heavily based upon the employee’s
knowledge and their ability to maintain courteous communication. This dimension is
characterized by 4 components; 1) competence (the ability to perform the service), 2)
respect for the customer, 3) effective communication and 4) the basic attitude conveyed to
the customer. Based on those we have prepared some questions for survey (8-10) and got
the answer on two sides’ expectations and perceptions. Based on those we found out the
average gap of those two and that is 1.48(approximately).
The questions that are related to assurance are given below:
8. Number of employees in UIU canteen are adequate.
9. Employees of UIU canteen understand the specific need of their customer.
10. Employees of UIU canteen are neat and clean.

Assurance

11.56716418,
47% 13.04477612,
53%

Expectation Perception

So 6%=1.47761

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Empathy:
An employee’s ability to convey care and genuine concern for the customer establishes the
dimension of empathy. There are 3 main components that a customer evaluates, even
unconsciously, when gauging the level of empathy; 1) is the customer service representative
approachable, 2) does s/he seem sensitive and 3) is the representative trying to understand
my needs. So, based on those we prepared some questions on survey and found out the gap
of average dimension is .94(approximately).
The questions that are related to reliability are given below:
11. Canteen employees are friendly and caring in behavior.
12. UIU canteen employees pay individual attention to each student.

Empathy

7.582089552,
47% 8.52238806,
53%

Expectation Perception

So 6%=0.940299

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Tangibles:
This dimension refers to the company aesthetics. Does it physically appeal to the customer,
at least in line with what the customer may expect for the specific industry. This area is
broad and covers everything from the signage to cleanliness of the floor (and everything in
between). In short appearance of physical facility, equipment, personnel and
communication materials. So, on the survey of our UIU canteen we found out the total
average gap of dimension is 1.27(approximately)
The questions that are related to tangibles are given below:
13. It has modern looking equipment’s.
14. There is adequate sitting arrangement.
15. There is air condition service in UIU.
16. Materials used to serve the food are healthful.

Tangibles

14.46268657,
48% 15.73134328,
52%

Expectation Perception

So 4%=1.268657
Overall satisfaction & Repurchase or not:
17. The overall satisfaction level is high.
18. I will repurchase food from UIU canteen.
Without that we also measure the overall satisfaction level. And secondly the
probability that students will repurchase food or not from UIU canteen.
So, in measuring overall satisfaction the total average gap of dimension we got is 0.119
And the average gap dimension of probability of repurchase or not is 0.179
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 Recommendation & finding

Column1 Column2 Column3 Column4 Column5 Column6 Column7

Dimension Statement Expectation score Perception score Gap score Average for dimension Sum
Reliability 1 219 200 19 0.28358209 1.343283582
2 210 195 15 0.223880597
3 245 222 23 0.343283582
4 283 250 33 0.492537313
Responsiveness 5 293 258 35 0.52238806 1.149253731
6 295 257 38 0.567164179
7 230 226 4 0.059701493
Assurance 8 282 255 27 0.402985075 1.47761194
9 262 246 16 0.23880597
10 330 274 56 0.835820896
Empathy 11 309 270 39 0.582089552 0.940298507
12 262 238 24 0.358208955
Tangibles 13 272 253 19 0.28358209 1.268656716
14 293 262 31 0.462686567
15 230 217 13 0.194029851
16 259 237 22 0.328358209
overall satisfaction 17 215 207 8 0.119402985
repurchase or not 18 251 239 12 0.179104478

Total number of people attented survey are 67

From the discussion of gap analysis we can see that each and every part of service quality
dimensions have problems. Among all of them the empathy and assurance part have more
problems in the calculation of percentage. So we are recommending for overall 5
dimensions.
Assurance:
To solve the problem in assurance employee should be courtesy toward the customer and
provide service with confidence and inspire the ability of employees. Here in our report
most of the problem arise in assurance .Average gap in assurance approximately 1.48 %.
UIU canteen should provide neat and clean service, increased the number of staffs, increase
the quality of food and beverage.
Responsiveness:
It refers to being willing to help customer and provide prompt service. Based on UIU
canteen the average gap between perception and expectation is 1.15%.To solve it employee
should be promptness in dealing with the potential customer. Make customer complaint
box and daily feedback system should be increased. That means providing service with the
customer viewpoints rather than the companies view point.

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Empathy:
Empathy is defined as caring, individualized attention that the UIU canteen provides its
customer. So, based on those we prepared some questions on survey and found out the gap
of average dimension is .94(approximately).To solve it employee should be caring and
emphasize on individualized service.
Reliability:
Ability to perform the promised service dependably and accurately. The average gap score
we found out on the basis of our question is 1.34(approximately).To solve it Price of food
must be reasonable, Quality of food should be good according to the price and food should
be fresh.
Tangibles:
Represent the service so that it can be visible to the customer. Tangibles provide physical
evidence or images of the service that customers, particularly new customer. The total
average gap of dimension is 1.27(approximately). To solve the problem of it should have
modern looking equipment’s, adequate sitting service, air condition service, materials used
to serve the food should be healthful.

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 Conclusion
At the end of the report we can said that we have tried hardly to find out the service gap.
We also try to give some solution for UIU canteen service which will be help them in future.
If they improve their problem and solve those problem then their service quality will
increase and customer will be satisfy by their service quality and they also can suggest
others to take this service. So we can said that they should follow those suggestions to
improve their service quality and its help them in future.

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 Reference
Book: Zeithmal, V. A., Bitner, M. j., & Gremler, D. D. (2017). Service Marketing:
Integrating Customer Focus across the Firm 7th edition. McGraw Hill.

Book: Christopher H. Lovelock. (2016). Service Marketing: People, Technology, Strategy.

8th edition. Prentice Hall

Online Article: Service quality dimension URL:

http://www.sample-businessplan.com/dimensions-of-service-quality.html

Online Article: The 5 Service Dimensions All Customers Care About URL:
http://www.serviceperformance.com/the-5-service-dimensions-all-customers-care-about/

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 Appendix
Survey on UIU canteen
The questionnaire below is in two sections. The first section asks you to rank all blanks
according to your expectations of food from UIU canteen. The second section asks you
to rank all the blanks according to your perception that means what you actually get
from UIU canteen.
* Required

1. Name *

2. ID *

3. Gender *
Mark only one oval.

Male
Female

Expectation (what you expect from UIU canteen)

The following statements relate to your feelings about UIU canteen. You should rank
each statement as follows: 1.Strongly disagree 2.Disagree 3.Slightly disagree 4.Neutral
5.Slightly agree 6.Agree 7.Strongly agree.

4. 1. UIU canteen provide food at reasonable

price. * Mark only one oval.

1 2 3 4 5 6 7

5. 2. The food quality in UIU canteen is good according to the

price. * Mark only one oval.

1 2 3 4 5 6 7

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3. They keep fresh food regularly. * Mark
only one oval.

1 2 3 4 5 6 7

7. 4. The overall environment of UIU canteen is neat and clean. *

Mark only one oval.

1 2 3 4 5 6 7

8. 5. They provide immediate service just after ordering. *

Mark only one oval.

1 2 3 4 5 6 7

9. 6. UIU canteens operating hour is convenient to all the student. *

Mark only one oval.

1 2 3 4 5 6 7

10. 7. They take any feedback positively. *

Mark only one oval.

1 2 3 4 5 6 7

11. 8. Number of employees in UIU canteen are adequate. *

Mark only one oval.

1 2 3 4 5 6 7

12. 9. Employees of UIU canteen understand the specific need of their customer. *
Mark only one oval.

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 1 2 3 4 5 6 7

13.10. Employees of UIU canteen are neat and clean. * Mark only one oval.

1 2 3 4 5 6 7

14. 11. Canteen employees are friendly and caring in behavior. *

Mark only one oval.

1 2 3 4 5 6 7

15. 12. UIU canteen employees pay individual attention to each student. *
Mark only one oval.

1 2 3 4 5 6 7

16. 13. It has modern looking equipment’s. *

Mark only one oval.

1 2 3 4 5 6 7

17. 14. There are adequate sitting arrangement. *

Mark only one oval.

1 2 3 4 5 6 7

18. 15. There are air condition service in UIU. *

Mark only one oval.

1 2 3 4 5 6 7

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19. 16. Materials used to serve the food are healthful. *
Mark only one oval.

1 2 3 4 5 6 7

20. 17. The overall satisfaction level is high. *

Mark only one oval.

1 2 3 4 5 6 7

21. 18. I will repurchase food from UIU canteen. *

Mark only one oval.

1 2 3 4 5 6 7

Perception (What you actually get from UIU canteen)

The following statements relate to your feelings about UIU canteen. You should rank each
statement as follows: 1.Strongly disagree 2.disagree 3.slightly disagree 4.neutral 5.Slightly
agree 6.agree 7.strongly agree

22. 1. UIU canteen provide food at reasonable price. *

Mark only one oval.

1 2 3 4 5 6 7

23. 2. The food quality in UIU canteen is good according to the price. *
Mark only one oval.

1 2 3 4 5 6 7

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24. 3. They keep fresh food regularly. *
Mark only one oval.

1 2 3 4 5 6 7

25. 4. The overall environment of UIU canteen is neat and clean. *

Mark only one oval.

1 2 3 4 5 6 7

26.5. They provide immediate service just after ordering. * Mark only one oval.

1 2 3 4 5 6 7

27. 6. UIU canteens operating hour is convenient to all the student. *

Mark only one oval.

1 2 3 4 5 6 7

28. 7. They take any feedback positively. *

Mark only one oval.

1 2 3 4 5 6 7

29. 8. Number of employees in UIU canteen are adequate. *

Mark only one oval.

1 2 3 4 5 6 7

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30. 9. Employees of UIU canteen understand the specific need of their customer. *
Mark only one oval.

1 2 3 4 5 6 7

31. 10. Employees of UIU canteen are neat and clean. *

Mark only one oval.

1 2 3 4 5 6 7

32. 11. Canteen employees are friendly and caring in behavior. *

Mark only one oval.

1 2 3 4 5 6 7

33.12. UIU canteen employees pay individual attention to each student. * Mark only one oval.

1 2 3 4 5 6 7

34. 13. It has modern looking equipment’s. *

Mark only one oval.

1 2 3 4 5 6 7

35. 14. There are adequate sitting arrangement. *

Mark only one oval.

1 2 3 4 5 6 7

36. 15. There are air condition service in UIU. *

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 Mark only one oval.

1 2 3 4 5 6 7

37. 16. Materials used to serve the food are healthful. *

Mark only one oval.

1 2 3 4 5 6 7

38. 17. The overall satisfaction level is high. *

Mark only one oval.

1 2 3 4 5 6 7

39. 18. I will repurchase food from UIU canteen. *

Mark only one oval.

1 2 3 4 5 6 7

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