SERVQUAL Index Score

Key benefits from research

The key benefit from using the research results is an increase in the company’s financial performance by at least 20%.

On average, only 12-15% of clients (buyers) are satisfied and, accordingly, loyal to the company (brand). But this small group of buyers generates 55 to 90% of sales. It is easy to calculate the growth of a company's performance when the level of loyalty increases by at least 1-2%.

Opportunities of the method

As you know, pleasant surprise or disappointment are one of the most vivid human emotions. These emotions can and are experienced by consumers of goods and services (individuals or employees of enterprises).

Satisfaction assessment using the SERVQUAL and SERVPERF methods allows you to compare consumer expectations (based on advertising, words of managers, reviews and much more) and actual perception (based on your own experience). That is, the basis of this method is the expectations and hopes of consumers, and not anything else.

Sample size and timeline

The sample size for the survey depends on the size of the customer base. As mentioned above, the average response rate to such surveys is about 40% (with a “live” database). Therefore, if the customer has a small client base (up to 2000 contacts), BCGroup recommends getting the opinion of at least 400 clients on the questionnaire. The minimum period for such a survey is 1 business day.


The cost of a project to assess satisfaction using the SERVQUAL and SERVPERF methods consists of the cost of collecting a selected number of questionnaires (payment is taken only for fully completed questionnaires) and the cost of analytics (usually no more than 10-15% of the cost of data collection)

You can calculate the cost of one questionnaire yourself using our calculator (you will need to enter the number of open and closed questions in the questionnaire, quotas)

The cost of such a study is from 2000 £ (the cost is indicated for a minimum sample).

Sample report


Description of the approach

The SERVQUAL and SERVPERF approaches were developed back in 1985. However, NPS and CSI are more popular in the world. The SERVQUAL and SERVPERF approaches are based on assessing whether reality meets customer expectations in five areas:

- Reliability/Reliability. Reliability of the company (guarantee of fulfillment of the promised on time, in the specified volumes and with the declared quality)
- Assurance/Confidence. Competence, persuasiveness and politeness of the staff, safety of the goods and services offered
- Tangibles/Materiality. Perception of the material properties of goods (for services - material “evidence” of their provision, for example, office design, cleanliness)
- Empathy/Compassion. Desire to help the consumer/client, understanding his needs and problems
- Responsiveness/Responsiveness. The company's openness and willingness to provide a service or product in a timely manner

For each of the five areas, a list of assessment parameters is compiled (each company has its own). A 5- or 7-point scale is usually used to evaluate parameters. Based on the data obtained, coefficients are calculated both for each parameter separately and the overall SQI coefficient.

Process of research

BCGroup's work on assessing satisfaction using the SERVQUAL and SERVPERF methods is structured as follows:

1. A BCGroup specialist clarifies the size of the client base and the geography of the survey;
2. A BCGroup specialist agrees with the customer on the final version of the questionnaire;
3. An NDA (confidentiality agreement) is signed between BCGroup and the company. According to the document, all contacts transferred by the customer are deleted by BCGroup after the completion of the project;
4. The company provides BCGroup with contacts for surveys on the basis that the average response rate to satisfaction surveys is about 30-40%;
5. BCGroup specialists conduct the survey in a short time (it is possible to survey up to 5,000 people per day);
6. Next, the BCGroup employee transfers the data array to the customer’s representative in Excel or SPSS format; other formats are possible for further integration with the customer’s CRM system;
7. After 3-5 days, a BCGroup employee sends an analytical report to the customer based on the results of the satisfaction assessment (sample reports)

How to start?

Just send us a request using any of the forms. A BCGroup specialist will draw up a proposal by the end of the working day.

Send a request