Question

How to measure the service quality of a Certified Public Accountant?

Answer 1

Measuring service Quality Of Certified Public Accountant( CPA) : for measuring service quality of cpa normally we uses servqual technique

!) THE SERVQUAL INSTRUMENT: technique is used to identify the gap between the expectations and perceptions of customers on the actual service received. So this model is also known as gap model

Under this method customer uses the five aspect when he is measuring the service quality of CPA, regardless of the type of customer service:

1. Tangibles—the appearance of physical facilities

  cpa has up to-date-equipment, he is well dressed or not and provide all kind of service which is required

2. Reliability—the ability to perform promised services dependably and accurately,

cpa provide its service at the time he promises to do and keep records accurately

3. Responsiveness—the willingness to help customers and provide prompt service,

he tells is customer exactly when sevices will be performed, client receive prompt services, and willing to help customer

4. Assurance—the knowledge and courtesy of employees and their ability to inspire trust and confidence,

client can trust cpa,and he has knowledge of client question

5. Empathy— CPA caring and individualized attention to customers.

So when the Customers expectations are more than their perceptions ,then this situation is known as low service quality or vice versa .So this model identifies 5 gaps that may causes low service quality to customers

GAP 1: Not knowing what customer expects ( management perception gap) - This Indicates the problem with understanding of market .e.g., insufficient marketing research, inadequate use of results, lack of interaction between client and CPA

GAP 2: Wrong service quality standard ( Quality specification gap)- inadequate commitment to quality, inadequate task standardization, absence of goal setting

GAP 3: The service performance gap ( service delivery gap)

GAP 4: The promises do not match with actual delivery ( Market communication Gap) : failure to manage customer expectations failure to perform according to specification etc

GAP 5: The difference between customer perception and expection ( Service quality gap) : cultural back ground ,family ,lifestyle ,personality

at last check the result of this study