An integrated approach for service quality and effectiveness improvement with a case study in the recycling pavilion service process of Isfahan municipality

Abstract

Purpose The purpose of this research is to propose a systematic and integrative approach for evaluating, assessing, analysing, and improving service quality and effectiveness. Design/methodology/approach A new approach is proposed, in which SERVQUAL and overall administration effectiveness (OAE) are integrated. The recycling pavilion service process of Isfahan municipality is examined. By distributing 120 questionnaires containing the 22 questions of the SERVQUAL instrument developed by Parasuraman et al. in four pavilions of four different regions of the city of Isfahan, the services quality gap was measured and the OAE indicator performance was calculated. In OAE, the quality ratio was measured based on the quality gap, and performance and availability ratios were measured based on the characteristics of the recycling pavilion services. Findings The empirical findings imply that the application of the proposed approach has resulted in a reduction of 0.59 of the gap average and a 36 per cent improvement of the OAE indicator. Research limitations/implications While a general approach is proposed for service application, the results of the case study may not be generalisable. Originality/value The proposed approach of this study presents a method for simultaneous analysis of service quality and effectiveness.