SUPERIOR CUSTOMER

SATISFACTION

30 August 2008
 Programme Overview :
• About Me
• Our Business
• What is Customer Satisfaction
• What is Product & Service
• Service Quality Gap
• Service Quality Concept
• Service Quality Dimensions
• Superior Customer Satisfaction
• Service Quality Conceptual Framework
Eliza Elsen Laura Simanjuntak
• Born in Bandung
• Lecture in Pelita Harapan
Univ.,Ciputra Univ.,Sahid
Univ.,BHI Tourism Academy
• Dali Bogasindo Hospitality
Consult
• Graduates from BPLP
Bandung, Sahid
Univ.,Trisakti Univ.
• A student of Doctoral
Programme in Service
Management, Trisakti
University
OUR BUSINESS
 Customer Satisfaction :
Is a measure of products and services supplied by a
company meet or surpass customer expectations
 Material
Product
• Quality of F&B • Correct of F&B
• Portion Size Temperatures
• Variety of Menu • Appearance of F&B
Choices • Price of Meal /
• Food and Beverage Drinks / Service
Consistency • Availability of Menu
• Range of Tastes, Items
Textures, Aromas,
Colors

Source : Vavra,1997
SERVICE
• TANGIBLES (Environment)

- MUSIC
- LIGHTING
- ATMOSPHERE
- DESIGN INTERIOR
- SEATING COMFORT
- SIGNAGE
- UNIFORM

Source : Bitner,1992
 SERVICE
• INTANGIBLES (Behaviour &
Attitute)
- Friendliness
- Competence
- Courtesy
- Helpfulness
- Efficiency and speed
- Responsiveness to
complaints
- Professionalism
Service Quality Gaps
 Service Quality Concept
Main Points Notes
GAP 1 Problems : 1) insufficient marketing
Not Knowing What Customers research, 2) inadequate use of research
Expect findings, 3) lack of interaction between
management and customers, 4)
inadequa te upward communications, 5)
too many management layers
GAP 2 Problems : 1) inadequate management
Wrong Service Quality Standards commitment, 2) perception of
infeasibility, 3) inadequate task
standardization, 4) absence of goal
setting
GAP 3 Problems : 1) role ambiguity, 2) role
Service Per formance Gap conflict, 3) poor employee -job fit, 4) poor
technology -job fit, 5) inadequate
supervisory control systems, 6) lack of
perceived control, 7) lack of effective
teamwork
GAP 4 Problems : 1) inadequate horizontal
Delivery Do Not Match Promises communications (communications
between advertising & operations, sales
people & operations), 2) propensity to
overpromise
GAP 5 Problems : 1) gaps between word -of-
Expectations - Perceptions Gap mouth, personal needs, pas t
experiences, external communications
from the service provider, and perception
on service, 2) any gaps from 1 to 4
Dimensions of Service Quality R-A-T-E-R or T -E-R-A-R
Source : Zeithaml, Parasuraman, Berry (Delivering Quality of Service ,1990)
 Service Quality
Dimensions
• Reliability
Ability to perform the promised service dependably and
accurately (correctly)
• Assurance
Competence and courtesy of employees and their ability to
convey trust and confidence
• Tangibles
Appearance of facilities, equipment, personnel, and
communications material
• Empathy
Caring, individualized attention to the customers
• Responsiveness
Willingness to help and provide service

Source : Parasuraman, 1988

Measurement
• Responsiveness
Employees were attentive
Employees were helpful
Service was prompt
Server’s appearance was neat
Employees understood your needs
Server was courteous
Server had knowledge of the menu
• Food Quality/Reliability
You received exactly what you ordered the first time
Your order was fresh
The temperature of the food was just right
Measurement
• Physical Design and Appearance
Lighting in the restaurant was appropriate
Adequate parking was available
The restaurant was clean
The décor was visually appealling
• Price
Food items were expensive
You paid more than you had planned
• Satisfaction
Overall, you were satisfied with your dining
experience
You would return to the restaurant in the future
You would recommend the restaurant to others
Considering the type of restaurant, the quality of
service was excellent
Cronin & Taylor,1992; Andaleeb & Basu,1994
 Superior Customer
oSatisfaction
Expectations exceeded  Very
Satisfy
ES < PS
o Expectations met  Satisfy
ES = PS
o Expectations not met Unsatisfy
ES > PS
ES = Expected Service
PS = Perceived Service

Source : Fitzsimmons & Fitzsimmons (2001)

 Service Quality Conceptual Framework

Service Service
Strategy
Focus Attributes

Service XP
Design SERVICE
QUALITY Leadership
Service Std

People
Infrastructure Process People
Policies

Measurement Team Work Competency

 Tips
• Always try to exceed customer expectations
• Track changes in customer expectations over
time
• Make a strong first impressions
• Be accessible, approachable and responsive
• Determine how your well company drivers
• Solicit input from your service personnel
• Improve employee satisfaction
 MODEL

SERVICE CUSTOMER
QUALITY SATISFACTION
Good Luck & Success !
Determine your own future, or
………
somebody else will do it for
you !
Remember, always begin with
the customer in mind