Background Information Curacao Security Services Css Marketing Essay

Chapter 1: Basic Introduction

Introduction

This chapter part will give an overview and general explanation of the business and the marketplace they are exercising in; besides the background of the company, followed by the condition area(s), research question and sub problems; the reason and limitations of the study finalizing with the set up of the thesis.

Service quality and customer satisfaction are incredibly important concepts that organizations must understand in order to remain in the business and competitive in the market they are working out in. It's essential for companies to know their customers with the aim of to better understand their needs and demands and hence satisfy them. Changes in customer requirements certainly require new skills and these skills represent an opportunity for creative and competitive employees and management to recognize and deliver the service-quality that the progressively demanding customers have come to anticipate and are longing to perceive (Zeithaml & Parasuraman, 2004). Understanding the desire, objectives and the desire of your customers gives a groundwork in how to best help them. The need for clearly defining the main element principles of satisfaction offers a template by which information can be obtained about what is, and what is no longer working. If companies can acknowledge these opportunities and deliver the quality service, they will have the possibility to ensure client satisfaction. Fulfilling customers is one of the key objectives of each business. Businesses must recognize that keeping current customers is more profitable than needing to earn new ones to replace those lost. Client satisfaction is an property that should be monitored and handled just like other physical asset (Naik, Gantasala & Prabhakar, 2010).

Given the financial and resources constraints under which service organizations must manage it is vital that customer anticipations are properly comprehended and measured and that from the customer perspective any spaces in service quality are recognized rather than least within the security service industry. Given the actual fact that security companies provide safety against robbery resulting from a number of perils through security alarm monitoring and surveillance services; and based on the magnitude of the services provided and the fact that it's suitable for private purposes as well as businesses, it is vital for an company including a security company to meet the changes in their customers' requirements in order to keep customer determined and satisfied as time passes. Incorporating the changes in customers' demands frequently would allow the business to get satisfied, dedicated customers over time (Shahin, 2006).

Background of the study

Background information Curacao Monitoring Services (CSS)

Everyone living on the island of Curacao or Bonaire (person or legal entity) experienced or will have direct or indirect connection with security service companies. Think for example about monitoring of your alarm system for both private residences and/or business, surveillance services, GPS monitoring system for vehicles, or guard force supervision. Security is options incurred to secure and protect things or individuals against unsafe influences. Those influences can come from external, such as terrorism and planned criminal offenses, but also from within, for example, fraud and embezzlement. Security is a way to reduce risks and make it more controllable to be able to increase security. Protectors and security guards are supervisors which on behalf of a private, corporate and business of government agencies keep an eye on compliance with regulations.

Curacao Surveillance Services (hereafter referred to as: CSS) is a security company specialized in a full source for security monitoring services, burglary, fire and medical emergencies working also in Bonaire. They offer a state-of-the-art computerized monitoring center and a totally redundant back-up system. The owner of CSS, Mr. Ke-Chi Chang chosen in 1993 predicated on a conducted overall economy and general market trends on the island of Curacao to start his own business. He was included with a unique principle, which included the monitoring of private homes and businesses. Alarm systems were installed and programmed by third people to the system of CSS. CSS offers

24/7 Monitoring services;

Monitoring of security alarm for both private dwellings and business;

Remote video recording and electronic tours surveillance;

GPS monitoring system for vehicles;

Fleet management and monitoring;

Third party safeguard force guidance.

Pursuant to "Wapenverordening 1930: Verordening van den 4 januari 1930, houdende nadere voorzieningen op het stuk van wapenen en munitie (P. B. 1930, no. 2). Verordening van en 7den november 1931, houdende nadere voorzieningen op het stuk van wapenen (P. B. 1931, no. 77). CSS is within ownership of a license to provide abovementioned security services and make the steps needed and actions incase this is required to assure his own security but also the customer's safeness and well-being.

CSS makes over time a considerable growth and has an amount of 65 workers. These are distributed across the several departments and the various shifts (day transfer, evening shift and night transfer). The central place obtains all the inbound calls including alarm notifications. While the patrol officers (4 working in each transfer) are the ones send to the location as notified by the central place officials. The guards are disperse at "Kranchi, Buro Rijbewijs, Bloempot, Piscadera Bay hotel & Schlumberger" (Amount 1-1).

Figure -1: Organizational Framework of CSS

Mission

The mission of CSS is to develop in security alarm monitoring and follow-up, and become the number 1 company in the market/business these are working but also in the Caribbean Region based on the services they provide; achieve and retaining a reliable image for the business; in order to maintain the self confidence of customers, to increase market talk about by offering their services at lower prices, to constantly keep up with the quality of the service, while meeting and exceeding customer prospects. While considering abovementioned specific problem/constrains that can only be influenced indirectly by CSS management and employees.

Competitors

As indicated by Mr. Evertsz their biggest competition are the following and are limited to those

AVD Security Systems (previous name CVD Security Systems);http://t1. gstatic. com/images?q=tbn:ANd9GcRFdIsxqAVedpT1dMCKSn4jAdBten6EIrjcHOkbTGZpR0F790SCCLmJog

Securitas Antias;

Speedy Security N. V. ;

Pinedoe Security Services N. V. ;

For many of these companies, price, goodwill and definitely the grade of service will be the most effective marketing tools to draw in and keep existing customers in this competitive market; predicated on the actual fact that alarm system, security prices and just how of doing business of each and every security company differs. That is why emphasizing on offering cheaper prices and better service is wise. Offering better service resulting in customer satisfaction are internally based mostly processes, components, requirements and criteria's that a business strives to accomplish. These are the performance goals and focuses on set forth by the business, for the business enterprise. Reaching of exceeding these is often an indication of success or failing. In order for a company to meet these goals and goals, the companies must also know its competition. These details is vital not limited to the success of the business by doing some standard but also for understanding and improving customer satisfaction (Naik, Gantasala & Prabhakar, 2010). Customer are more difficult components for any organization somewhat that only their opponents. Satisfaction is a person's feelings of pleasure or disappointment caused by comparing a service or product perceived performance (or final result) with regards to his / her expectation. Every single factor is similarly important and competitive one another, but the customer prefers the some factors that are superior to choose the brand and/or company of these preference. These factors are among others, after sales service, loyalty programs, sales person behavior, stability, competitive prices but also customer service (Krishan & Hari, 2011)

Specific problem

Will the procedure of not complying with customer satisfaction predicated on the 5 dimensions of SERVQUAL influence the progress and success of the company, resulting in his des-continuity?

One of the key substances of success on the market place is customer satisfaction. Client satisfaction is the scope to which a firm fulfills customer's needs, desires and anticipations (Perreault & Mc Carthy, 2002). Satisfaction is someone's feelings of pleasure or disappointment caused by comparing something and/or service recognized performance (or final result) in relation to his / her expectations. In case the performance falls lacking expectations the customer is dissatisfied. When the performance exceeds the expectations the client is satisfied. Effective marketing targets two activities: retaining existing customers and adding new ones. Customer satisfaction is a solid predictor of customer retention, customer loyalty (Krishan & Hari, 2011).

Therefore many countries have carried out a universal benchmark for quality confidence, ISO qualification (Zeithaml & Parasuraman, 2004). ISO 9001-2000 relates to both service and creation market sectors and ISO 10002-2004 provides guidance on the procedure of complaints and enhances client satisfaction by setting up a customer-focused environment. Matching to ISO 9001-2004 customer satisfaction is thought as: the notion of the clients regarding the potential of the business and scope to which their requirements are being fulfilled (Nederlandse norm NEN-ISO 10002, 2004).

According to van den Berg & van Dooren 96% of dissatisfied customers never complain, 60% of the silent dissatisfied customers won't buy from you again, and 90% of those who do complain won't come back. Stating that "Within the wake of increasing globalization, customers has become increasingly conscious not only of what they buy, but also the way the goods and services they buy have been produced and sent".

Various factors determine the particular level and amount of client satisfaction and several others have been taken to light by marketing research. But this information is far away for a few companies participating in producing products and services, this because they haven't conducted a person satisfaction review or analyses. Besides aren't even thinking about focusing on how satisfied or dissatisfied their customers are. Subsequently producers and/or companies are unable to exploit these details because of their success.

Based on the above-mentioned CSS has also never conducted such a study or analyses which makes it difficult or even impossible for them to determine in which prolong their customers are satisfied or dissatisfied with the assistance provided. As a result they're unable to exploit this information in order to propagate in their business and overall market environment.

Market information

According to the Central Bureau of Information (CBS) the full total population of Curacao in 2010 2010 was projected at 142. 180. If set alongside the population of 2011 of 145. 406 inhabitants (see stand 1-1 below) this implies a rise of 2. 269%

Table 1-1: Get older distribution Curacao, January 1st

Age 0 - 29

30 - 59

60+

Total

Amount 56771

62643

25992

145406

Source: Populace Registry and CBS quotes (http://www. cbs. cw/cbs/themes/Population/Data/Population)

In 2010 CBS allocated the population in line with the number of listed cases of criminal offense by category (see table 1-2). As can be noticed the number of property crimes reduction in 2010 with roughly 28% compared with 2009. And as indicated by the Mr. Evertsz (Procedure Manager CSS), one reason behind this drop is the fact that folks start sensing more insecure resulting in more people setting up alarm system and hook up it to security companies. But also, insurance companies nowadays require setting up alarm systems to allow them to insure the household effects.

Table 1-2: Documented cases by crime category

Crimes

2006

2007

2008

2009

2010

Type of crime

337

405

436

486

577

Property

180

200

226

430

308

Violent

13

20

40

81

59

Moral

454

344

581

582

533

Drug offences

63

105

127

98

102

With firearms

19

123

167

129

626

Others

1066

1197

1577

1806

2205

Source: General public prosecutor (http://www. cbs. cw/cbs/themes/security and justice/Data/security and justice)

Besides the amount of building build and completed increased with around 8% this year 2010 if compared with 2009, which dwellings this year 2010 increased with 45% if compared with 2009.

In order to be connected to a security company you must have a fixed cell phone interconnection at the premises where the alarm system will be connected. Based on this, the total amount of fixed telephone interconnection during increased in 2011 with approximately 2% compared with 2010 (see stand below).

Table 1-3: Set telephone connection

Year 2010

Year 2011

204024

206294

Source: Bureau Telecommunication & Post (http://www. cbs. cw/index. php?option=com_jumi&fileid=31)

All these increases indicate an increase of the marketplace resulting in an increase in CSS's marketplace consequently could show an increase in CSS potential clients.

Target market analyses

As part of the interview with CSS Operation Manager the following question was asked: 'Who are CSS goal group?'This was analysed and responded the following: "CSS target customers are the everyone (man or women) or organizations on the island of Curacao with an income above the minimum wage, which is a monthly income of around 1. 500 and above; and they must own and/or lease a residence or apartment". But even though the previously listed CSS focus on group can be described very broadly, this based on the actual fact that everybody living on Curacao can be subscribed at a security company to be able to safeguard their properties and themselves even though they have a regular monthly income below the total amount indicated.

Research question and Sub-problems

Specific Problem

The main issues attended to in this research are service quality and customer satisfaction using the SERVQUAL 5 dimensional model (tangibility, consistency, responsiveness, assurance and empathy) theory in the security service context. The SERVQUAL model will be investigated and analyzed, from the customer's point of view through evaluating their expectations and perceptions. Which means following question will be responded through this research: Will the process of not complying with client satisfaction based on the 5 dimensions of SERVQUAL have an impact on the progress and success of the company, resulting in his des-continuity?

Sub-problems

Questions were composite based on the relationship between the based mostly and the indie variables of the SERVQUAL model.

How do CSS customers understand service quality structured the SERVQUAL tangible, reliable, responsiveness, assurance & empathy service sizes?

What do customers expect from CSS service quality founded the SERVQUAL tangible, reliable, responsiveness, guarantee & empathy service sizes?

Does CSS service delivery process comply with expectations regarding international security service methods and rules?

What are the key reasons for phony alarms and what can be done by CSS and the client itself to reduce the amount?

The research methods used includes interviews with the manager and the employees (patrol officers, centralist & guards) a confrontation of the review interview with customers of CSS based on the SERVQUAL way of measuring models; but also and literature review (literature & magazines).

Purpose of the study

Unique and differentiated service is the existing key to success (Kotler & Keller, 2006). Customer's expectation answered service is indispensable to attain the company's marketing and financial goal.

As suggested by Mr. Evertsz, he and Mr. Broman is immediately in charge and accountable for customer says and harm control and decisions regarding work conditions, & procedures descriptions as the customer support is provided by the administrators, payroll officers but also the guards they will be the ones directly working with the clients and delivering the service itself. . But one problem that the business is met with which has nothing to do with the service itself is the actual fact that the amount of wrong alarms are incrementing greatly (see table 1-3). And this can only just be indirect inspired by management and the companies (administrators, patrol officers or guards).

Table 1-4: Total Alarms from June 1st, 2011 to May 31st, 2012

Signals

Per year

Per month

Per day

Per Hour

561138

46762

1533

64

In order for further analyses the reason why of these alarms they were categorized in the different types of phony alarms notifications and the volumes.

Graph 1-1: Amount of false alarms by category

Therefore, the purpose of this research for CSS is on the facet of the company's customer support quality, as it can be an unambiguous key to competitive advantages on the market, but also how management may become more rational and integrated with respect to the prioritized service quality sizes and their affections on increasing/lowering service gaps; by firmly taking into consideration abovementioned specific problem that can only be influenced indirectly by CSS management and employees.

The goals of this research are among others to understand and get more insight in to the company and management to be able to investigate how satisfied or dissatisfied 'their' customers are the reasons why, and present advice where necessary, especially where it concerns client satisfaction and bogus alarms notifications. Corresponding to Bosma Research International (2004), when preserving a consistent amount of customer satisfaction you need to know

What feedback your visitors have about your company's products and/or service;

Secondly it's important that your product and/or service delivery techniques and regulations are compatible with your quality benchmarks and delivery systems;

It is also essential that employees are committed to and trained to implement quality service.

The relevance of the research for CSS is to get some good ideas about which factors gauge the quality of service. Since the service is intangible it is quite difficult to measure. General purposes are factors that impact customer satisfaction

To summarize the impact of service quality and customer satisfaction of CSS;

To know service quality (SERVQUAL) dimensions that produce customer satisfied;

For CSS have an instrument to assess their client satisfaction level;

To give some recommendations and tips regarding service quality and fake alarm notifications by firmly taking into considerations that this only can be affects indirectly.

In other words, the intention is that the study consequence of 'customer satisfaction towards CSS customer service' could be use; as the way of measuring of its service quality. By using the data of this research, maybe it's considered advantageous to see the room for improvement as well as learn the expected service conditions from the customer perspectives; of which, if the company could reciprocate, would be very beneficial. Besides it might help CSS to discover a plausible and immediate way to effect the false security alarm notifications.

Limitations

Since customer satisfaction is a wide theme and different models and principles have been developed in order to quantify and quality client satisfaction. But to slim down the concentration of this review the following criteria's has not be taken into consideration. We will use for this study the SERVQUAL model produced by Berry, Parasuraman & Zeithaml. Besides the SERVQUAL model is limited/target only on service delivery organizations. Furthermore we is only going to consider for the intended purpose of this research the opponents (4) as suggested by Mr. Evertsz this predicated on the following criteria's, the signs (house indications) uploaded at each customers house access, the way of reacting on alarm notifications and lastly the guards services. Besides CSS has a branch at Bonaire but also for this research we is only going to target at their branch at Curacao.

Set-up of the Thesis

Chapter 2 is the theoretical construction, consisting of ideas about the consumer satisfaction and the conceptual model (SERVQUAL model). Furthermore theory related to the 5 measurements tangibility, dependability, responsiveness, assurance and empathy. Chapter 3, methodology consist on information regarding types of procedures and the members related to the analysis; accompanied by the instruments used and the validity of the study, finalizing with representativeness of the study utilizing the Ch-square methodology The section of research analysis Section 4, it's where the review and the interviews conducted will be analyzed together with the analysis of the client service and the SERVQUAL model; Indicating that theory and research data will come along. Finally with the phony alarm research statement Chapter 5, the final outcome and suggestion, where the key problem is being solved, the SERVQUAL gaps are sealed and improved, accompanied by a final result and advice.

Chapter 2: Books Review

2. 1. Introduction

This chapter has an overview regarding the SERVQUAL model, his advantages and disadvantages; followed by the parameters (3rd party and dependent factors) that constitute the model; and finalizing with a final result.

Knowing the client(s) is the key to an effective customer support as the idea is to build, deliver and speak superior value. The service and/or products offer should response to the needs and requirements. Customers are the most important people for just about any organization. They are the resources upon that your success of the business enterprise relies. Understanding customers are necessary not only because of their influence on marketing decisions but because customers' activities impact the entire firm. When considering the importance of customers it's beneficial to remember the following items (Christ, 2009)

Repeat business is the backbone of advertising. It can help to provide earnings and certainty for the business;

Organizations are dependent upon their customers. If they do not develop customer loyalty and satisfaction, they could lose their customers;

Without customers the organization would not can be found;

The purpose of the business is to satisfy the needs of the clients;

The customer makes it possible to achieve business aims.

Customer demands and choices of different products and services is a topic of concern for most business areas. For the security service companies it means providing a number of products and services that customers wants. However, these customers' choices and choices are not similar in one customer to another. These variations make it hard for the security services companies for other businesses to meet diverse demands. Thus, the data of customers' personal preferences and their alternatives of products and services provided is one of many characteristic for meeting customers' prospects and exceeding their perceptions.

Based on the abovementioned nothing would gain companies more than an accurate and valid measure of service quality that helps them in measuring their performance. Such a measure would help them in analyzing their performance and taking corrective activities wherever required in order achieve their mission (Guar & Agrawal, 2006).

2. 2. Service Quality (SERVQUAL)

History

As early on as 1985 the authors Parasuraman, Zeithaml and Berry recognized ten components of service quality particularly Reliability, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Security, Understanding/Knowing the client, and Tangibles. These ten components were later (1988) merged into five dimensions namely Reliability, Confidence, Tangibles, Empathy and Responsiveness. Of the initial ten components only three components stay - Stability, tangible and Responsiveness remained distinct, while the remaining seven components merged into two aggregate measurements of Guarantee and Empathy. SERVQUAL was developed by calculating service quality across service environment (Guar & Agrawal, 2006). Dimension allows for comparison before and after changes, for the location of quality related problems and for the establishment of clear specifications for service delivery (Shahin, 2006)

The SERVQUAL model

Service quality is from the concept of perceptions and goals. Customers assess service quality by assessing what they expect with how a service agency actually performs. Thus, service quality can be defined as the difference between customers' objectives of service and their belief of real service performance; officially the degree and direction of discrepancy between customers' service perceptions and targets. "Service quality is a measure of how well the service level delivered matches customer expectations. Delivering quality service means conforming to customers objectives on a steady basis". Customers' perceptions of service quality derive from a comparison with their before-service expectations with the actual-service experience. The service will be considered excellent, if the understanding exceed expectations; it'll be thought to be good or enough, if only equals the perceptions; the service will be classed as bad, poor or deficient, if it does not meet them. Predicated on this the authors developed a level for measuring service quality, which is mainly popular know as SERVQUAL. This level operationalizes service quality by determining the difference between targets and perceptions, assessing both in relation to 22 items that symbolize the 5 service quality measurements recognizes as Tangibles, Reliability, Responsiveness, guarantee and Empathy (Zeithaml & Parasuraman, 2004).

Figure 2-1: Conceptualization of the SERVQUAL model

SERVQUAL is the dominant approach to quantitatively examining service quality. Using a survey strategy, SERVQUAL elicits ratings of customer's objectives and perceptions on each of the five dimensions identified above. Service quality can be described as "closing the distance" between expectations and perceptions of service. Research has identified four "company gaps" that underlie the overall shortfall in customers' prospects/perceptions as developed by Zeithaml, Parasuraman and Berry.

In this review of SEVQUAL examination, 21 questions rather than the initial 22 will be utilized to gauge the performance across abovementioned five measurements, utilizing a five (5) point likert level measuring both customer goals and perceptions. After data collection by means of the questionnaires the difference between customer anticipations and perceptions will try to be sealed.

The spaces model positions the main element concepts, strategies, and decisions in delivering quality service in a fashion that begins with the customer and builds the organization's duties around what is needed to close the difference (see amount 2-2).

Figure 2-2: SERVQUAL Gaps-Model

Source: Zeithaml, V. & Parasuraman, A. (2004)

The graph illustrates that the central target (top one half) of the gaps model is the customer distance. To close this all-important customer space, the model suggests that four other gaps-the specialist gaps-need to be sealed. The numbering of the spaces from 1 to 5 presents the collection of steps (i. e. , market research, design, conformance, communication, and client satisfaction) that should be followed in new service process design.

SERVQUAL Gaps

Gap 1: Not Knowing What Customers Expect - difference 1 is the difference between customer objectives of service and company particularly management, knowledge of those expectations. Several factors have been shown to be in charge of distance 1. First, because marketing research is an integral vehicle for understanding consumer objectives and belief of service, how big is gap 1 depends greatly on the quantity of marketing research conducted. Another factor is insufficient upwards communication. Frontline employees often know a good deal about customers but management might not exactly communicate with frontline employees and may not know very well what they know. One third factor is a lack of company strategies to preserve customers and improve associations with them. A finally, insufficient attention to service restoration - understanding why people complain and what they expect when they complain and how to build up effective approaches for coping with inevitable service failures.

Gap 2: Not Selecting the Right Service Design and Criteria - a continuing challenge in service companies is the issue of translating customers' targets into service quality requirements. Thus, provider space 2 reflects the difference between company understanding of customer targets and development of customer-driven service designs and requirements. A number of factors have been shown to be in charge of gap 2. First of all, inadequate commitment to service quality; subsequently a notion of unfeasibility, and finally, inadequate process standardization and an absence of goal setting techniques.

Gap 3: Not Providing to Service Expectations - is the difference between development of customer-driven service expectations and genuine service performance by company employees. Even when guidelines are present for executing services well and treating customers accurately, high quality service performance is not a certainty. Standard must be supported by appropriate resources (people, systems and technology) and also must be enforced to work - that is, employees must be measured and paid out based on performance along those benchmarks. Thus, even though standards accurately reflect customers' expectations, if the company does not provide support to them - specifications do not good. Factors influencing gap 3 are: poor employee-job fit and poor technology fit, unacceptable supervisory control systems, insufficient teamwork and identified control.

Gap 4: Not Matching Performance to Offers - advertising, sales team and other communications set the typical against which customers determine a company's service quality. Making certain all the business's external emails are aligned with what the company offers is more difficult in service because what's delivered critically depends on employees' relationships with customers. That is also due to insufficient horizontal communication and propensity to over-promise.

Gap 5: Not Providing the Service (perception) to be perceived - this is actually the only gap that can be examined entirely on the data from the customer; research of other gaps, while important, would require data collection from companies themselves.

Recognition of factors, which affect customer's expectations, can help the suppliers making use of appropriate procedures to change customer's expectations and provide customers with the service expected (Rahaman, Abdullah & Rahman, 2011)

Zeithaml & Parasuraman stated 4 factors in shaping customers' expectations

Word-of Month: the first factor that potentially determine customers anticipations, is the word she or he observed from other costumers;

Personal needs: the next factor that to a certain degree modifies customers prospects is obtained therefore of a particular situations and requirements;

Prior experience: is the 3rd factor influencing customers objectives, which indicate the way the customers has experience preceding service received;

Advertisement and Personal experience: the fourth factor participating in a key role in shaping customers goals is called external customers. These communications contain all direct and indirect announcements sent from offering group to customers.

One of the main factors which of course belong to supplier's external communication collection is service cost of price. This factor plays a substantial role in shaping customer's objectives and especially those of corporation future customers.

Advantages and Disadvantages of SERVQUAL

Advantages

In current service literature, there are a number of key equipment available for measuring service quality. Through, the SERVQUAL model has been the major universal model used to evaluate and control service quality across different service adjustments and various cultural backgrounds and is appreciated by academics and experts. Below are a few of the primary advantages and or reasons to use the SERVQUAL model to gauge the level of customer satisfaction with an organization.

It can be utilized frequently to track customer perceptions of service quality of a particular firm in comparison to its opponents. Once data have been analyzed they could be visually presented such that it is easy to recognize strengths and weaknesses in accordance with competition.

It provides the ability for a firm to examine its service quality performance based on each dimension individually as well as the entire dimensions;

It permit the firm to classify its customers into different sections predicated on their specific SERVQUAL results;

SERVQUAL model can be utilized in a variety of service setting/sectors and provides a simple skeleton that can be adapted to fit the specific features of a particular organization. It is appropriate across different empirical framework and different countries and cultural backgrounds

SERVQUAL gap research strategy seems a rational and straightforward idea and the questionnaire is also pre-described and can be designed as required;

Finally, SERVQUAL is a tried and tested instrument that can be used comparatively for benchmarking purposes. It reap the benefits of being truly a statistically valid instrument because of this of intensive field examining and refinement (Al Bassam & Al Shawi, 2010).

To appreciate more completely all the benefits associated with using SERVQUAL studies should be conducted each year, for the following reasons;

To allow annual comparison;

To regulate how service improvements have afflicted customers' perceptions and prospects of the service as time passes and;

To determine the potency of service development and improvement initiatives in targeted dimensions.

Implementing SERVQUAL and calculating customer understanding and expectation of service may well lead to customer retention, customer commitment and positive word-of-mouth, increasing chance for cross-selling, employee benefits, improved corporate image, profit gains and financial performance. But calculating too often may well result in customers getting rid of their determination to answer effectively (Shadin, 2006).

Disadvantages

However, aside from its wide use, a number of theoretical and operational criticisms of the dimension model have been directed out

Theoretical

First of most Validity, the validity of the SERVQUAL model as a common instrument for calculating service quality across different service sector has been elevated. And a simple revision of the SERVQUAL items is not enough for measuring service quality across different service configurations;

Secondly Gaps Model, there may be little evidence that customers gain access to service quality in terms of Notion (P) minus Expectation (E) spaces. This because they found that the dominant contributor to the gap score was the conception score because of a generalized response inclination to rate anticipations high ;

Process Orientation, SERVQUAL is process focused it give attention to the process of service delivery, not on the outcomes of the service face, while process and result together is an improved predictor of consumers choice than process or outcome alone;

In the fourth place Dimensionality, SERVQUAL five proportions are not widespread. Items do not always load on to the factors which would a priori expect; and there's a high amount of inter correlation between your five dimensions. And therefore the researcher should have work with the initial ten dimensions alternatively than adopt the revised five;

Finally Model Objections, SERVQUAL is based on an expectation model somewhat than an attitudinal model besides SERVQUAL fails to draw on establishing economical and psychological theory (fail to draw on the large books on the psychology of notion).

Operational

First of all Expectations, The term expectation is polysemic ; consumers use requirements other than goals to judge service quality;

Secondly Item Structure, SERVQUAL 4 of 5 items cannot take the variability or the precise context so this means within each service quality sizing, even though authors acknowledge that framework specific items can be used to supplement SERVQUAL, but the "new" item should be similar in form to the existing SERVQUAL item;

In the third place Instant Of Fact (MOT), customer's diagnosis of service quality may vary from MOT to MOT. Services are provided over several MOT or Face between service staff and customers. And evidence implies that customers assess service quality by mention of these multiple encounters;

Polarity, The reversed polarization (rewording) of items in the range triggers respondent error. From the 22 items of the SERVQUAL questionnaire, 13 claims pairs are favorably worded and nine pairs are negatively worded. The negative will be the full group of responsiveness and empathy statements. Item wording creates data quality problems and message or calls into questions the validity of the instrument

Scale Point: the seven -point Likert range is flawed. The Likert range has been criticized on several grounds, although nothing are specific to SERVQUAL, but comes with an indirect influence. It has been criticized because of its lack of verbal labeling for details two to six. This will cause respondents to overuse the extreme ends of the size;

Two supervision, two supervision of the tool causes repetitiveness and confusion. Respondents seem to be confused by both supervision of the E and the P versions of the SERVQUAL, that will lead to imperil data quality. Besides the timing of the administrations, asking respondents to complete both questionnaires at the single sitting (Buttle, 2006).

2. 3. SERVQUAL Separate Variables

As already indicated in paragraph 2-1 the SERVQUAL model is constructed based on its primary 10 sizes (Consistency, Responsiveness, Competence, Access, Courtesy, Communication, Credibility, Security, Understanding/Knowing the customer, and Tangibles)

Reliability: the ability of a business to accurately achieve in the correct time and according to the assurances tit has made to its clients;

Responsiveness: the tendency and determination of services providers to help clinets and fulfill their needs, immediately reply to their queries and solve their problems as fast as possible;

Competence: having sufficient skills and knowledge that enable the employees to execute their careers properly

Accessibility: providing quick access to something in term of location and through services provided via the telephone, the internet or any other means of communication;

Courtesy: treating clients respectfully in a polite friendly manner, understanding their feelings and answering their phone calls gently;

Communication: this occurs through gentlemanly listening to the client conveying information to them obviously and facilitating external communication with personnel;

Credibility: this can be achieved through full trust and self confidence in the company as well as his credibility and in a straight line forwardness;

Security: this will depend on if the service is clear of risks and risks, defects or questions such that it provides bodily safe practices, financial security as well as privateness;

Understanding/knowing the customer: this can be made attainable through the ability to pinpoint the customers' needs as well as understanding their specific problems;

Tangibility: this consists of physical aspects linked with service such as instruments and equipment, individuals, physical facilities like complexes and nice decor and other observable service facilities (Mohammad & Alhamadani, 2011).

Later these 10 proportions were merged into five dimensions namely Reliability, Assurance, Tangibles, Empathy and Responsiveness (see physique 2-3 below).

Figure 2-3: 5 measurements of SERVQUAL

Tangibles: Appearance of physical facilities, equipment, personnel, and communication materials. It translate to CSS appearance and conditions of the building interior, (furniture's, equipment) and external surfaces, uniform of the personnel (patrol officials and guards and centralists) companies signals and adverts' materials;

Reliability: Capability to perform the promised service dependably and accurately or providing on its guarantees. This dimension is critical as all customers want to deal with firms that keep their pledges and this is generally implicitly communication to the firms' customers. For the security industry reliability is interpreted as delivering security and safety immediately as this is required;

Responsiveness: Willingness to help customers and provide quick service. This dimension can be involved with working with the customers' demands, questions and complains quickly and attentively. A firm is consider to be responsive when it communicates to its customers how long it would try get answers or have their problems dealt with. To reach your goals companies need to look at responsiveness from the point of view of the customer as opposed to the company's perspectives;

Assurance: (including competence, courtesy, credibility and security). Knowledge and thanks to employees and their capability to encourage trust and self-assurance (combines original proportions of competence, courtesy, credibility, and security). Assurance might not exactly be so important relative to other industries where the risk is higher and the results of using the service is uncertain (think about including the medical and healthcare industry);

Empathy: (including gain access to, communication, understanding the customer). Nurturing, individualized attention the organization provides its customers (Combines original measurements of access, communication, and understanding the client). Customers should be treated because they are unique and special. There are many ways that empathy can be provided: knowing the customer's name, his choices and needs. Many small organizations use this potential to provide personalized services as a competitive edge over large organizations. This sizing is more desirable in establishments where building romantic relationships with customers ensures the firm's success. Empathy in security context could mean exhibiting concern in times of service failing and providing service recovery of providing adjustable/suitable (customer specific) services.

And as can be seen in body 2-4 below, these 5 sizes influence the grade of service, but also the service delivery process which consequently influence the amount of customer satisfaction. These 5 variables are the 3rd party variables, as the quality of service, the service delivery process and the amount of customer satisfaction are the reliant ones.

Figure 2-4: SERVQUAL Total Relationship of Variables

2. 4. SERVQUAL Dependent Variables

Service Quality

Quality is this important issue that it is a really significant concept in our true to life. Quality comes from the Latin phrase 'Qualitas' which refers to the nature of any person or the type of an subject. It is regarded as a tactical organizational weapon. As well as the pressing need of growing service organizations and improving their services necessitates the measuring of service quality. Service Quality is an approach to manage business in order to ensure full satisfaction of the clients which can only help to increase competiveness and efficiency of the industry. Quality in service is vital especially for the growth and development of service sector business enterprise, resulting into client satisfaction (Rahaman, Abdullah & Rahman, 2011). Along with the increase of the importance of service sector in the economy worldwide including Curacao which major source of income is the service sector, the dimension of service quality becomes more important. Different strategies are developed to retain the customer and the main element from it is to boost the service quality level. Parasuraman and Zeithaml noted that that the main element strategy for the success and success of any business establishment is the deliverance of quality services to customers. The grade of service offered will determine customer's satisfaction and attitudinal devotion. Company's competiveness in this post-liberalized era depends upon just how it provides service. But service quality is a concept that has risen based on the abovementioned sizeable interest and debate as a result of difficulties in both determining it and calculating it. Organizations with high service quality present difficult to other businesses. Again service quality regarded as the difference between customers targets of service and perceived service. If prospects are higher than performance, then perceived quality is significantly less than satisfactory and hence customer's dissatisfaction occurs (Rahaman, Abdullah & Rahman, 2011).

Service Delivery Process

Each and every company who aims to achieve a higher level of client satisfaction introduces a service delivery process to be able to validate if the service is provided according to prospects descriptions, this may also be seen on amount 2-4. Thus, any research of the efficiency of service organizations must give attention to the role of process design and performance. CSS in addition has such service delivery steps and recommendations "alarm-opvolging" procedure. The look and implementation of service delivery procedures plays an integral role in the overall competitiveness of modern organizations provide clear evidence that process ability and execution are major motorists of performance due to their impact on customer satisfaction and service quality. Traditional efficiency studies gauge the performance of a firm by its capability to enhance inputs into outputs. However, the genuine manner in which these inputs are changed to outputs is often overlooked. That is, each firm's procedure is conceptualized as a dark pack: inputs go ahead and outputs come out; and little analytical attention is paid to the internal workings of the transformation process. Researches dispute that the real design of the change process is a crucial aspect in the performance of a company. The service delivery process should identify how process capacities and folks impact business performance. Their work supplies the framework from which we're able to talk about how precisely much inefficiency in process performance is because of the wrong design and exactly how much is due to poor performance. Further the look of the transformation mechanism, or the process design, must be completely studied and integrated into performance analysis to be able to provide useful managerial suggestions and achieve a higher degree of satisfaction (Frei & Harker, 2008).

Customer Satisfaction

Satisfaction became a popular theme in marketing through the 1980s which is a debate subject matter during both business expansions and recessions. Most discussions on customer satisfaction involve customer goals of the service delivery, genuine delivery of the customer experience. But also in this extreme competition, the main element to sustainable competitive advantages lies in delivering high quality of service that will also submit customer satisfaction (Mohammad & Alhamadani, 2011). Blended findings exist regarding the casual route between service quality and satisfaction. Does indeed customer satisfaction business lead to service quality or vise verse. Recent studies have characterized service quality perceptions as an outcome of satisfaction. Customers can evaluate something (be satisfied or dissatisfied) only after they perceive it. Many authors who examined the relationship between these two variables have shown that service quality can determine customer satisfaction (Culiberg & Rojek, 2010). So can be concluded and what can even be seen in figure 2-4, Service Quality and Service Delivery process both influence the degree of client satisfaction. Firms that provide superior quality of service have a more satisfied customer basic. But also authors article that ongoing improvement of service functions in which the actual services experience is assessed (Mohammad & Alhamadani, 2011).

2. 5. Conclusion

Based on the info suggested in this section can be concluded that Customer demand and choices of different products and services is a topic of concern for most business areas including the security service industries. However customers' preferences and choices aren't similar in one customer to another. These distinctions make it hard for the security service sectors for other businesses to meet diverse demands. Thus, the data of customers' tastes and their alternatives of products and/or services provided by the companies is one of many characteristic for appointment customers' demands. Based on the Parasuraman, Zeithaml & Berry the SERVQUAL model, customers gain access to service quality along 5 measurements: Guarantee, Empathy, Reliability, Responsiveness and Tangibles. SERVQUAL is the dominant method of quantitatively assessing service quality, by using a survey approach. And predicated on customers ranking (from a range of just one 1 to 5) of expectations and perceptions on these 5 measurements, companies can calculate the extent of satisfaction of the customers with the assistance provided. Service quality can be described as "shutting the space" between prospects and perceptions of service This gaps include; Distance 1: Not Knowing What Customers Expect, Distance 2: Not Choosing the right Service Design and Expectations, Distance 3: Not Providing to Service Benchmarks, Difference 4: Not Matching Performance to Pledges, Distance 5: Not delivering the service to be perceived.

But al models have their advantages and disadvantages including the SERVQUAL model. Among others SEVQUAL supplies the following benefits, it can be applied to regular basis, it allow businesses to classify its customers into different sections, access companies service quality on basis each aspect individually, it could be used in different service sectors and it provide a basic skeleton to become adapted for a particular organization. , it could be used for various countries and ethnical backgrounds, from the logical and straightforward principle and the questionnaire is pre-described but also it's a tested instrument which is often used for benchmarking purposes

Some criticisms are also send in the way of the model that are divided in theoretical and functional ones.

Furthermore can be concluded that the SERVQUAL model consist of dependent and independent variable. SERVQUAL impartial parameters are Tangibility, Confidence, Empathy, Dependability and Responsiveness. These 5 dimensions influence the quality of service, but also the service delivery process which consequently influence the level of customer satisfaction. These 5 variables are the indie variables, while the quality of service, the service delivery process and the level of customer satisfaction are the centered ones and are influences by the level/extent of these 5 measurements related to the organization.

Chapter 3: Methodology

3. 1. Introduction

In this chapter analyses information about the procedures used, including the type of strategy and the sample design, aside from the chapter will contain information regarding the participants including the inhabitants chosen, the sample unit and test size; followed by the equipment used to perform the surveys including the questionnaire used and the research validity and representativeness; finalizing with a finish.

In a large number of organizations, research can be an important managerial tool that exerts a significant effect on decision making process. Research provides insights into and alternatives for organizational; problems. Review findings can be directly translated into business strategy. Business research covers a variety of phenomena and may be the main tool for answering management questions. You will find four preliminary research methods, the goals of the study methods, the available data sources, the urgency of the decision and the expense of acquiring the data will determine which method is chosen.

3. 2. Procedure

In order to carry out a research certain steps and steps must be completed. Among these steps is amongst others, to choose which kind of research method will be utilized. It's very helpful to identify between qualitative and qualitative research. The qualitative/qualitative difference will employ a great deal since it represents a good means of clarifying different methods of business research and because from the helpful umbrella for a range of issues worried about the practice of research (Bryman & Bell, 2007).

Qualitative research

The target of qualitative research is not on amounts but on words and observations: experiences, visual portrayals, meaningful characterizations, interpretations and other expressive descriptions. Any way to obtain information may be informally looked into to clarify which attributes or characteristics are associated with an subject, situation or concern (Zikmund, 2003).

Quantitative research

Quantitative research is to determine the quantity or degree of some occurrence in the form of numbers. It could be construed as a research strategy that emphasizes quantification in the collection and analyses of data. Quantitative research is generally referred to as hypothesis-testing research (Bryman & Bell, 2007).

For the purpose of this research and in order to research possible and plausible solutions for the issues that could derive from not complying with client satisfaction predicated on the 5 dimensions of the SERVQUAL; we will use Quantitative research which

Entails a deductive approach to the partnership between theory and research, in which the accent is positioned on the assessment of theories;

Has incorporated the routines and norms of the natural technological model and of positivism in particular

It's a target approach that assumes to be a static realty hoping of developing general regulations (Bryman & Bell, 2007).

The study begins with statements of theory that research hypotheses are derived. Then an experimental design is made where the variables involved (the dependent parameters: quality of service, the service delivery process and the level of client satisfaction) are measured while controlling for the consequences of selected unbiased variables (tangibility, confidence, empathy, stability and responsiveness)

The basic notion of sampling is the fact that by selecting a few of the elements in a populace, researches may draw conclusions about the whole population. Collection of the sampling design to use in a report depends on lots of related theoretical and sensible issues. Included in these are considering the characteristics of the analysis, the goals of the study, accuracy of the effect, the time and quickness of data collection, budget available and option of population selection. Sampling method can be divided into two categories possibility and non-probability (Bryman & Bell, 2007).

There are two basic sampling techniques: likelihood sampling and non-probability sampling. A possibility sampling is defined as a sample in which every person in the population has a known, nonzero probability of selection; while non-probability sampling is if test units are chosen based on personal wisdom (Zikmund, 2003).

For this research possibility sampling is chosen, but regarding to Zikmund there are different likelihood sampling techniques. Amongst others is the simple arbitrary sampling method; which consists of organized sampling and stratified sampling and cluster sampling. For this research Organized simple random sampling will be used, which is a sampling procedures that assures that all element in the populace has an identical potential for being contained in the sample and where in fact the initial starting place is selected by the arbitrary process and then every nth volume of the list is selected.

This method is chosen because

First of most it's the most applicable method predicated on the fact that we will discover the list of customers (homeowners and organizations) of CSS and from this list the sample will be taken after each 25th name;

Secondly because the possibility sampling process is random the bias inherent in the non-probability sampling procedures is eliminated;

Thirdly it's a simple method and can be carried out very fast and physically and it allow to add a amount of system/process into the arbitrary selection;

Fourth it's cost effectively

. And it allows to spread the sample more consistently over the population.

3. 3. Participants

Population

Once your choice which sampling method to use, the next question related to the test concerns identifying the population. The populace of CSS are all the customers (clients) listed at CSS (no distinction will be made between man and girl, age or neighborhood) including household and business (which can be approximately 1300 homes and 1200 business) for a complete of 2500 clients who presents CSS research human population up to the day the sample was taken.

Sample

The sample will be drawn from the set of clients of CSS provided by Mr. Evertsz (including households and business) this will be done by using the systematic simple arbitrary sampling method. I hereby choose after each 25th consumer one test clients for a grand total test size of 100 clients.

Based on the fact that not absolutely all customers will be interviewed you will see some mistakes because of chance deviation in the technological selection, and therefore the calculation of the test error is needed to stipulate what size the difference of the test (in ratio) is towards the populace. It is calculated by the next formula

Where N is the total people which is this case is 2500, n is the test size which is 100 and the p is 0. 5 for the maximum margin of mistake and 1. 96 for a 95% self-assurance level.

The sample mistake is

The sample problem = ( 0. 5 (1-0. 5)/100) * 1. 96 = 0. 098

= 0. 098 * ( 2500 - 100/2500 - 1)

=   5%

Another type of error that must definitely be also mentioned for the sake of the research even though it's not being determined but can affect the results is the Organized (non-sampling) error. Systematic error is the error caused by some imperfect aspect of the research design that causes response mistake or from a mistake in the execution of the study; error that originates from such sources as sample bias, mistakes in recording replies and non-responses from individuals who weren't approached or who refused to take part. This error causes the result to be skewed in the same path every time. Systematic errors are very difficult to cope with, because their effects are just observable if they can be removed and there is absolutely no method for specific method for identifying or learning about them. What you can do to reduce and/or exclude this mistake is to carefully calibrating of the apparatus and by using of the best possible way of measuring techniques.

Sample unit

As mentioned above, the sample with be taken from the total/complete set of CSS customers, meaning that the sample unit is the same as the element; this based on the actual fact that the test unit is a single element or group of elements subject to selection in the test (Zikmund, 2003). For this research you will see no specific aspect of band of elements used for selection. Selecting the sample will be done as indicated previously predicated on the organized simple arbitrary sampling method were after each 25th name a sample/customer will be chosen from the full total list of customers.

3. 4. Instruments

The instrument/model used to research the main problem is the SERVQUAL model; comprising 21 standard questions. The questions (service attributes) are grouped into five theoretical measurements (confidence, empathy, reliability, responsiveness and tangibles) each one sub-divided in different assertions (3 up to 4).

As indicated each feature is cast in the form of a assertion with which CSS customers will be asked expressing their degree of satisfaction or dissatisfaction on a five-point scale. Within the expectations part the client should point out if CSS should posses the feature identified by each statement. If indeed they feel an attribute is not very important for a fantastic service they have to mark #1 1. If they feel it is completely important they should mark # 5 5. If their feeling is less strong they need to mark one of the figures in the centre. In the conception part the client should point out the scope to which they are content with the feature explained with the declaration. Once again they must mark 1, if they're firmly disagree and make 5 if they're you strongly agree with the fact. If their thoughts are less strong they should recognise one of the volumes in the middle.

The maximum SERVQUAL score possible is five, indicating high positive service quality. The minimum is minus five indicating high negative service quality and zero as the midpoint were the perceptions equal the goals (this section in created for analytical purposes, see table 3-1 below).

Table 3-1: SERVQUAL Results division

SERVQUAL Score

Description

> 4 SERVQUAL < 5

High positive service quality

> 2 SERVQUAL < 4

Moderate positive service quality

> 0 SERVQUAL < 2

Low positive service quality

= SERVQUAL 0

Neutral service quality

< 0 SERVQUAL < - 2

Low negative service quality

< -2 SERVQUAL > - 4

Moderate negative service quality

< -4 SERVQUAL > - 5

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