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1 Vol * ISO9000 SERVQUAL 2 SERVQUAL *

2 46 Vol. 3 1) 1 2) 2 3) Grönroos 4) A service is a process consisting of a series of more or less intangible activities that normally, but 1 Hospitality Attractions and entertainmenttransportation Travel facilitation and information1999p.186 2Heskett et al. (1994), Rust, Zeithaml, and Lemon ( ), Schlesinger and Heskett (1991) p.54 4Grönroos (2007) p.52

3 47 not necessarily always, take place in interactions between the customer and service employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer problems. (Intangibility) (Inseparability) (Heterogeneity) (Perishability) Zeithaml, Berry and Parasuraman (1985) p.35 Zeithaml, Berry and Parasuraman 4 5) Zeithaml, Berry and Parasuraman 6) 5Sasser, Olsen, and Wyckoff. (1978) (Intangibility) (Simultaneity) (Heterogeneity) (Perishability) 4 Kotler, Bowen, and Makens. (2005) (Intangibility) (Inseparability) (Variability) (Perishability) 4 6Zeithaml, Berry and Parasuraman (1985) p.33.

4 48 Vol. 3 7) Garvin Zeithaml and Bitner Garvin 8) 5 (Transcendent) (Product-based) (User-based) (Manufacturing-based) (Value-based) Garvin (1988) pp

5 49 Zeithaml and Bitner 9) Search QualitiesExperience QualitiesCredence Qualities 3 1 Zeithaml and Bitner (2003) p.37. Garvin QC Garvin Zeithaml and Bitner 2 9Zeithaml and Bitner (2003).

6 50 Vol. 3 Zeithaml and Bitner QCZD (Zero defects) Levitt 10) 10Levitt ( ).

7 ISO9000 ISO9000s ISO9000s ISO (International Organization for Standardization) ISO9000 ISO9000s ISO ISO9000s ISO9000s ISO

8 52 Vol. 3 11) 2000 ISO9000s 1987/1994 ISO ISO9001 ISO9001 ISO ) 2000 ISO ) ISO9000s ISO9001 ISO9001 ISO (27.8 ) (23.6 JAB ) 14) ISO9000s ISO9000s ISO pp p p.12.

9 p.19 2 The Malcolm Baldrige National Quality Award ) ) p National Institute of Standards and Technologyhttp://

10 54 Vol P. 1 P IT Baldrige National Quality Program (2007) p.3. P.1 P.2 2 P.1 P.2 3

11 ISO9000s ISO9000s ISO9001 ISO9000 ISO 17) ISO9000s 2000 ISO ISO9000s ISO9000s ISO9000s 18) ISO9000s ISO9000s ISO9000s 19) 17http:// pp p.222.

12 56 Vol. 3 2 Parasuraman, Zeithaml, and Berry 20) 1988 SERVQUAL 21) SERVQUAL 80 22) SERVQUAL SERVQUAL 23) 80 SERVQUAL Gap1 Gap2 Gap3 Gap4 4 Gap5 (Gap5) SERVQUAL 20Parasuraman, Zeithaml, and Berry (1988). 21SERVQUAL Service Quality 22 SEVQUAL Fisk, Brown, and Bitner. (1993) pp Cronin and Taylor (1992)2000Tribe and Snaith (1998)

13 57 GAP 5 GAP 1 GAP 3 GAP 4 GAP2 Zeithaml, Berry, and Parasuraman (1988) p.36 Parasuraman, Zeithaml, and Berry 24) SERVQUAL Parasuraman, Zeithaml, and Berry 25) Parasuraman, Zeithaml, and Berry (1988). 25Parasuraman, Zeithaml, and Berry (1988).

14 58 Vol. 3 D1 D2 D3 D4 D5 D6 D7 SERVQUAL SERVQUAL Item Item Tangible Reliability Responsiveness Communication Credibility Security Competence Courtesy Understanding/ Knowing Customers Access Parasuraman, Zeithaml, and Berry (1985, 1988) SERVQUAL 5 10 SERVQUAL Parasuraman, Berry, and (Tangible) (Reliability) (Responsiveness) (Assurance) (Empathy)

15 59 Zeithaml SERVQUAL (should) 26) 2 SERVQUAL 1988 Parasuraman, Zeithaml, and Berry SERVQUAL 27) SERVQUAL SERVQUAL 3 SERVQUAL Cronin and Taylor SERVQUAL 28) SERVQUAL SERVPERF 29) LISREL 4 SERVQUALSERVPERF 4 3 SERVPERF 30) Grönroos 3 31) 26Parasuraman, Berry, and Zeithaml (1991) pp Parasuraman, Zeithaml, and Berry (1988). 28Cronin and Taylor (1992). 29SERVPERF Service Performance 30Carman (1990) p Grönroos (1993) pp

16 60 Vol. 3 Grönroos 32) ) 3 SERVQUAL Parasuraman, Zeithaml, and Berry SERVQUAL SERVQUAL 34) 32Grönroos (1993) p Zeithaml, Berry, and Parasuraman (1993) p.9. 34Parasuraman, Zeithaml, and Berry (1988) p.36.

17 61 Looy, Dierdonck, and Gemmel 35) SERVQUAL 10 1 SERVQUAL Tribe and Snaith SERVQUAL HOLSAT 36) SERVQUAL 5 Praet SERVQUAL 37) Oliver 4 Oliver 35Looy, Dierdonck, and Gemmel p Tribe and Snaith (1998)HOLSAT Holiday Satisfaction 37 Praet (2001) p.31.

18 62 Vol. 3 38) 5 4 Attributes or dimensions Expectation referent Experience-dependency Other conceptual antecedents Oliver 1993p.76. Services Quality Specific to quality judgements Ideals, excellence Not required;can be externally mediated Communications Service Satisfaction Potentially all salient dimensions Predictive, norms, needs,etc. Required Equity, attribution, emotions, etc. 39) 1 40) 38Oliver (1993) pp p p.51.

19 63 3 ISO9000s SERVQUAL 2 ISO9000s SERVQUAL SERVQUAL Parasuraman, Zeithaml, and Berry 41) SERVQUAL SERVQUAL 5 42) SERVQUAL p Fick and Ritchie (1991), 2000Saleh and Ryan (1991)

20 64 Vol. 3 2 ISO9000s Win-Win 3 Baldrige National Quality Program (2007) Criteria for Performance Excellence, Baldrige National Quality Program. Carman, J.M. (1990) Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions, Journal of Retailing, Vol.66, Spring No.1 pp Cronin, J. J., and S.A. Taylor (1992) Measuring Service Quality: A reexamination and extension, Journal of Marketing, 56(July) pp Fick Gavin R., and J.R. Brent Ritchie (1991) Measuring Service Quality in the Travel and Tourism Industry, Journal of Travel Research, Fall, pp.2-9. Fisk R.P., S.W. Brown, and M. J. Bitner (1993) Tracking the Evolution of the Services Marketing Literature, Journal of Retailing, Vol.69 (Spring) pp Garvin David A. (1988) Managing Quality, NY The Free Press. Grönroos Christian (1993) Toward a Third Phase in Service-Quality Research, Advances in Service Marketing and Management, Vol.2 JAI Press pp Grönroos Christian (2007) Service Management and Marketing: Customer Management in Service Competition (3 rd Edition), John Wiley & Sons Inc. Heskett James L., Thomas O.Jones, Gary W.Loveman, W.Earl Sasser, Jr., and Leonard A. Schlesinger (1994) Putting the Service-Profit Chain to Work, Harvard Business Review March-April pp

21 65 Kotler Philip, John T.Bowen, and James C.Makens (2005) Marketing for Hospitality and Tourism (4 th Edition), Pearson Education. Levitt Theodore (1972) Production-line Approach to Service, Harvard Business Review, Sep/Oct, Vol. 50 Issue 5, pp dhbr (2001)DIAMOND (November) pp ) Looy Bart Van, R. Van Dierdonck, and Paul Gemmel (2003) Services Management : an Integrated Approach (2 nd edition) Financial Times. (2004) Oliver Richard L. (1993) A Conceptual Model of Service Quality and Service Satisfaction: Comparative Goals, Different Concepts, Advances in Service Marketing and Management, Vol.2, Greenwich, CT : JAI Press pp Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985) A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing Vol.49 (Fall) pp Parasuraman, A., V.A.Zeithaml, and L.L.Berry (1988) SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing Vol.64 No.1 (Spring) pp Parasuraman, A., L. L. Berry and V. A. Zeithaml (1991) Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing Vol.67 No.4, (Winter) pp Rust Roland T.Valarie A.Zeithaml, and Katherine N. Lemon (2000) Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, Free Press, 2001 : Saleh Farouk and Chris Ryan (1991) Analysing Service Quality in the Hospitality Industry Using the SERVQUAL Model The Service Industries Journal, Vol.11, No.3. (July). pp Sasser, W.E., R.P.Olsen, and D.D. Wyckoff (1978) Management of Service Operations, Allyn and Bacan, Inc. Schlesinger Leonard A. and James L. Heskett (1991) The Service-Driven Service Company, Harvard Business Review, Sep/Oct, Vol. 69 Issue 5, pp Tribe John and Tim Snaith (1998) From SERVQUAL to HOLSAT: Holiday Satisfaction in Varadero, Cuba Tourism Management Vol.19, No.1, February, pp Zeithaml, V.A., L.L.Berry, and A.Parasuraman (1985) Problems and Strategies in Services Marketing, Journal of Marketing, Vol.49 (Spring) pp Zeithaml, V. A., L. L. Berry, and A. Parasuraman (1988) Communication and Control Processes in the Delivery of Service Quality, Journal of Marketing, Vol.52 (April) pp Zeithaml, V. A., L. L. Berry, and A. Parasuraman (1993) The Nature and Determinants of Customer Expectations of Services, Journal of the Academy of Marketing Science, Vol.21, No.1. pp Zeithaml, V. A., and Mary Jo. Bitner (2003) Services Marketing: Integrating Customer Focus Across the Firm (3rd edition), Irwin Professional. (1999) 38 3 pp (2005)1 167, pp (1999) (2000) " " Vol.19, No.4 ( 76) pp (2007)Feb. No.111 (2007)JIS 58-1 ISO-9000 (2007) 5 pp Praet,Carolus L.C. (2001) --SERVQUAL 4(1), pp

22 66 Vol. 3 (2003) Vol.160, pp (2005) (1994) : SERVQUAL 41(1) pp (1999) Baldrige National Quality Program ( National Institute of Standards and Technologyhttp://

23 67 The Challenges of Managing and Measuring Quality in Services Hirofumi Miyagi 43) Abstract Due to service-oriented economy and the importance of the hospitality industries, marketers and researchers have turned their attention to marketing of services for building long-term relationships with their customers. Service quality has been an important marketing issue because customers may become satisfied or dissatisfied on account of quality. Repeated Purchases may be influenced by customer satisfaction. Services have some difficulties in measuring quality on account of some particular characteristics (intangibility, inseparability, heterogeneity and perishability). In hospitality industry mainly used human resources, management and measurement of service quality has been one of the main research topics as one of the determinants of customer satisfaction. This paper first explains the difficulties to achieve standardization and quality control of services because of characteristics of services. Then it discusses two methods of service quality evaluation; Production Process-Based (ISO 9000 Series and Malcolm Baldrige Quality Award) and Customer Satisfaction-Based (SERVQUAL Model). Lastly, it offers the proposition of management and evaluation of service quality that emerge from the comparison between Production Process-Based and Customer Satisfaction- Based approach. Keywords: Services, Service Marketing, Quality Management, Quality in Services, Service Quality Gap, Customer Satisfaction, SERVQUAL Model Graduate School of Business Administration, Ritsumeikan University

商学　６３‐１・２☆／５．冨田

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