Professional Documents
Culture Documents
Quality 6
Quality 6
Learning Objectives
Describe the five dimensions of service quality.
Use the service quality gap model to diagnose quality
problems.
Illustrate how Taguchi methods and poka-yoke methods
are applied to quality design.
Perform service quality function deployment.
Construct a statistical process control chart.
Develop unconditional service guarantees.
Plan for service recovery.
Perform a walk-through audit (WtA)
Moments of Truth
Each customer contact is called a moment of truth.
* Strong
Medium
O Weak
Relati ve
O O
* * Customer Perc eptions
Servic e Elements
Informatiion
Im o Village Volvo
Equipment
po
Capacity
rt a
Training
Attitude
nc
e
+ Volvo Dealer
Customer Expectations 1 2 3 4 5
Reliability 9 8 5 5 + o
Responsiveness 7 3 9 3 2 o +
Assurance 6 5 9 6 + o
Empathy 4 7 + o
Tangibles 2 2 3 + o
+
o o
Comparison with Volvo Dealer o o
_ o
Internal failure:
Scrapped forms
Rework
Recovery:
Expedite disruption
Labor and materials
Service Process Control
Customer
input Service
concept
Service Customer
Resources output
process
Identify reason
for
nonconformance
Control Chart of Departure Delays
100
Percentage of flights on
expected
90
Lower Control Limit
time
80
70
60
1998 199
9
p (1 p p (1 p
UCL p 3 LCL p 3
n n
Unconditional Service Guarantee:
Customer View
Unconditional (L.L. Bean)
Easy to understand and communicate
(Bennigan’s)
Meaningful (Domino’s Pizza)
Easy to invoke (Cititravel)
Easy to collect (Manpower)
Unconditional Service Guarantee:
Management View
Focuses on customers (British Airways)
Sets clear standards (FedEx)
Guarantees feedback (Manpower)
Promotes an understanding of the service
delivery system (Bug Killer)
Builds customer loyalty by making
expectations explicit
Customer Satisfaction
All customers want to be satisfied.
The 4% complainers are more likely to stay with the supplier than are the
96% non-complainers.
A customer who has had a problem resolved by a company will tell about
5 people about their situation.
Walk-Through-Audit
Service delivery system should conform to
customer expectations.
Customer impression of service influenced
by use of all senses.
Service managers lose sensitivity due to
familiarity.
Need detailed service audit from a
customer’s perspective.
Severity Perceived Psychological Tangible Psychological
Of Service -empathy -fair fix -apology
Failure Quality -apology -value add
Service Provider -show interest
Fair
Failure Aware of Restitution
Occurs Failure