Servperf Model (Perception Level)

Occurs when service staff do not deliver service to customers according to established criteria. The role of front-line staff is very important in creating service quality.

- Gap 4:

Advertising and communication media also influence customer expectations of service quality. Promises made in advertising and promotions may raise customer expectations, but they can also lower customer perceptions of service quality when they are not delivered as promised.

- Gap 5:

Occurs when there is a difference between the quality expected by the customer and the quality received. Service quality depends on this gap. Once the customer finds no difference between the quality expected and the quality perceived when consuming a service, the quality of the service is considered to be excellent.

Thus, service quality is a function of the fifth gap and this gap depends on the previous gap. Therefore, to shorten the fifth gap in Parasuraman's 5 gap model and increase service quality, the provider must make efforts to shorten this gap.

Service quality consists of five basic components:

- Tangible means: Expressed through brand, image, documents, equipment and machinery to perform the service and appearance and uniform of service staff.

- Reliability: Is the ability to provide services as committed to customers accurately and reliably, including stability and consistency that the company must commit to when launching products and services. Ensuring reliable service is one of the customer's expectations. Includes three parts:

+ Organizational commitments: Organizations make direct commitments to customers through marketing and advertising tools, in company correspondence and contracts, in insurance packages and service policies that are widely publicized.

+ General expectations: Before using the service, customers always set

basic service expectations.

+ Personal commitments: Direct words from the service provider to the customer

The goods will be performed to ensure service quality.

- Responsiveness: The level of desire and readiness to serve

customers in time.

- Service capacity (Assurance): Is the provision of service with a polite and respectful attitude towards customers, demonstrated through the expertise, service, polite style, enthusiasm of the service staff, readiness and especially the quick resolution of customer complaints and questions. The combination of attitude and capacity will create a sense of trust for satisfied and loyal customers. Includes 4 basic skills: Product knowledge, company knowledge, listening skills and problem solving skills.

- Empathy: Includes the ability to approach and make an effort to understand the needs of customers. Showing concern, kindness, encouragement, visiting, and individual attention to each customer. Different customers have different needs, expectations, attitudes, and emotions.

Cronin and Taylor's (1992) performance-based evaluation model

Based on the SERVQUAL model of Parasuraman et al. (1988), service quality is determined as follows: Service quality = Perceived level - Expected value. The scale of the SERVQUAL model consists of 2 parts, each part has 22 statements. The first part aims to determine customers' expectations for the type of service of the enterprise in general, the interviewees indicate their level of desire for the service and are not interested in any specific enterprise. The second part aims to determine customers' perceptions of the service performance of the surveyed enterprise, based on the specific service of the surveyed enterprise to evaluate.

But according to Carmen (1990), Babakus & Boller (1992), Cronin and Taylor (1992), the use of the SERVQUAL model as a basis for assessing service quality has caused much controversy. Cronin and Taylor (1992) with the SERVPERF model, argued that the level of customer perception of the service performance of the business best reflects service quality. According to the SERVPERF model: Service quality = Level of perception. Lee et al. (2000), Brady et al. (2002) agreed with this conclusion. Measuring service quality according to the SERVPERF model of Cronin and

Taylor is a clear convenience method. According to Cronin and Taylor's argument, the analytical framework of Parasuraman et al.'s SERVQUAL model (1985) is easy to confuse customer satisfaction and customer attitude. These two people believe that service quality can be understood as "similar to an attitude" and "actual performance" will determine better service quality than "performance according to expectations". Accordingly, service quality is assessed only through customer perception without an assessment of service quality in customer expectations, without weighting each service quality component. The SERVPERF scale uses 22 statements, but omits the expectation question, which is similar to the customer perception question in the SERVQUAL model. The SERVPERF model is used to assess customer perceptions of service quality, including 5 service quality characteristics:

- Reliability: Is the ability to perform the service on time and appropriately from the beginning.

- Responsiveness: Demonstrates the willingness of employees to achieve goals.

Provide customers with timely services.

- Service capacity (Assurance): Demonstrates expertise and service style

polite, friendly with customers

- Empathy: Showing care and concern for each individual

individual customer

- Tangible means: Shown through actual equipment and machinery.

service, appearance, uniform of service staff.

Figure 2.2. SERVPERF Model (Perception Level)

(Source: Cronin and Taylor, 1992)

Accordingly, the assessment of customer perceptions of service quality can be divided into 5 main groups: Assessment of the group of customers with perceptions related to the reliability characteristic, assessment of the group of customers with perceptions related to the responsiveness characteristic, assessment of the group of customers with perceptions related to the service capacity characteristic, assessment of the group of customers with perceptions related to the empathy characteristic, and assessment of the group of customers with perceptions related to the tangible means characteristic of service quality.

Gronroos's (1984) technical/functional quality assessment model

According to Gronroos, service quality is considered based on two criteria: functional quality (FSQ) and technical quality (TSQ) and service quality is strongly affected by corporate image. Thus, Gronroos has proposed three factors affecting service quality: functional quality, technical quality and corporate image (abbreviated as the FTSQ model).

1.1.3.2. Proposed research model

From the research models related to service quality, after analyzing the models related to SERVQUAL, SERVPERF model, the most suitable application to my topic, I decided to choose Cronin and Taylor's SERVPERF model as my research model.

Figure 2.3. Proposed research model

(Source: Author's proposal)

The research hypothesis is stated as follows:

- Hypothesis H1: The Trust factor affects customers' perception of the quality of Content Marketing services at VFFTECH Technology Joint Stock Company.

- Hypothesis H2: The Responsiveness factor affects customers' perception of the quality of Content Marketing services at VFFTECH Technology Joint Stock Company.

- Hypothesis H3: The factor Service Capacity affects customers' perception of the quality of Content Marketing services at VFFTECH Technology Joint Stock Company.

- Hypothesis H4: The Empathy factor affects customers' perception of the quality of Content Marketing services at VFFTECH Technology Joint Stock Company.

- Hypothesis H5: Tangible Media factor affects customers' perception of Content Marketing service quality at VFFTECH Technology Joint Stock Company.

Building the scale:

Based on the proposed research model and the authors' studies on customer perceptions of service quality, I proceed to build the following scale:

Table 1.1. Original scale and corrected scale

Ingredient

Original scale	Calibration scale
		Reliability (Cronin & Taylor
		(1992))
		1. When a company promises to do something	1. Information security officer
		at that time they will.	Your Fanpage.
Confidence level	degree	2. When you encounter obstacles, the company demonstrate genuine concern want to solve that problem.	2. The company resolves promptly your requirements satisfactory manner
		3. The company performs the service properly.	3. What the company does right
		right from the start	committed
		4. The company provides the right service	4. The company does not allow shortages to occur.
		as they promised	any omissions in the implementation process

Maybe you are interested!

5. She error	company any	note	to not happen		go out	service. 5. Do you feel secure when using use services at the company.
	Responsiveness (Cronin & Taylor
	(1992))
	1. Company staff tells you						1. The topics of the articles are rich and
	when to perform service						diverse but not repetitive
	2. Company staff quickly						2. Information in each article is useful.
	perform services for you.						benefit your customers.
	3. Company staff are always available						3. Attractive article format
Level	degree	help you					row.
response	4. Company employees never						4. Accompanying images, videos, gifs…
	too busy to respond now						quality, aesthetic
	your request						5. Logical article content and sentences
							Fit.
							6. The article is creative.
							7. Staff support promptly when needed
							problem occurs or wants to develop
							your birth
	Power	force	serve	service	(Cronin	&
	Taylor (1992))
	1. Employee behavior causes						1. Staff posts timely and fully
	trust for you						enough as per your requirement.
	2. You feel safe while						2. Enthusiastic and responsive staff
	deal with the company						ad hoc requests or posts
Capacity	3. Company staff are always friendly						that you want.
serve	with you						3. Company staff are knowledgeable
	4. Do company employees understand enough?						enough about the products and services of
	know to answer your question.						You
							4. Staff have polite attitude
							and friendly.
							5. Company employees are qualified
							high level of expertise

Empathy Level (Cronin &
	Taylor (1992))
	1. The company always pays special attention to	1. Articles suitable for every occasion
	Friend.	post (holidays, special days...)
	2. The company has employees who know how to	2. Staff care about needs
	care about you	of you when using the service
Level	3. The company takes your interests as its own.	at the company
empathetic	their joy	3. Staff are ready to answer all questions
	4. Company employees understand the leak	your questions anytime
	your needs	any.
	5. What are the company's working hours?	4. Employees care about those
	convenient.	your arising needs.
		5. Employees actively receive ideas
		your opinion
	Tangibles (Cronin &
	Taylor (1992))
	1. The company has a convenient location.	1. The company's location is convenient for work.
	2. The company has machinery and equipment	deal with you
	modernized	2. The company's office has facilities
Direction	3. The company facilities look nice	decent material
convenient	eye.	3. Company machinery and equipment
image	4. Books, photos of introduction	modern.
	service related company	4. Communication system of
	looks nice.	company convenient for you
	5. Company employees dress neatly	5. The company's fanpage has traffic
	socks.	attractive, easy-to-see appearance
		You

Table 1.2. Coding of variables in the research model

Ingredient

Main scales	Encryption
Trust	Information security staff for your Fanpage.	TC1
	The company promptly resolves customer requests and complaints. you satisfactorily	TC2
	The company does exactly what it promised.	TC3
	The company does not allow any shortcomings in the service implementation process.	TC4
	You feel secure when using the service.	TC5
Response	The topics of the articles are rich and varied but not duplicate	DU1
	The information in each article is useful to customers.	DU2
	The form of the article attracts customers.	DU3
	Images, Videos, Gifs… come with quality and aesthetics. America.	DU4
	The article content is logical and the sentences are appropriate.	DU5
	The article is creative.	DU6
	Staff support promptly when problems occur or need help customer's wishes.	DU7
Service capacity	Staff posted articles promptly and completely as requested. You	NLPV1
	Enthusiastic staff, responsive to sudden requests or posts the output you want.	NLPV2
	Company staff have full knowledge of products and services of you	NLPV3
	The staff are polite and friendly.	NLPV4
	The company's staff are highly qualified.	NLPV5
Level of empathy	Articles suitable for posting occasions (holidays, New Year, special days) special…).	MDDC1

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