Service excellence models: a critical discussion and comparison

Abstract

Purpose

As customer expectations expand and as product offerings hardly differ from each other, service excellence has gained in importance as a means of enhancing customer loyalty. The aim of this paper is to focus on expanding and extending what companies can do to achieve service excellence by comparing and evaluating three popular approaches to excellence.

Design/methodology/approach

The authors compare three of the most commonly used excellence models, Johnston's conceptualisation of service excellence, the EFQM Model as a representative of national quality award models and the Kano model, and their respective applicability and specific perspective on service excellence. The evaluation is based on theoretical arguments, criteria and on a qualitative expert study.

Findings

Combining the selected models provides a comprehensive approach to service excellence. Since all models are compatible and complementary with each other, the analysis provides an enhanced understanding of service excellence and also explains in which context it is most feasible to apply any of the respective approaches. Furthermore, the requirement for a genuine service excellence model becomes evident.

Research limitations/implications

By focusing on three specific excellence models, others such as the Canadian Quality Award and the Australian Quality Award are not considered. Furthermore, a study across industries could reveal how service excellence is achieved in each industry to then transfer this knowledge into other sectors.

Practical implications

By comparing the selected models, benefits of merging the individual approaches are identified. The resulting combined perspectives offered by the individual models present a more detailed insight into what management can undertake to ensure service excellence.

Originality/value

As no prior research has examined the relationship between the selected excellence models and their implications for providing service excellence, this present research offers an innovative approach and thus yields new insights into the conceptualisation of service excellence.

Citation

Gouthier, M., Giese, A. and Bartl, C. (2012), "Service excellence models: a critical discussion and comparison", Managing Service Quality: An International Journal, Vol. 22 No. 5, pp. 447-464. https://doi.org/10.1108/09604521211281378