Project Report on SERVICES MARKETING [MSW DEPARTMENT

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Submitted by Doddabasavaraja MBA09001007

Malappa S. Hanabar MBA09001015 Raghavendra. M. N MBA09001029 Saleem Javed M MBA09001032

Sreenivasa Murthy K MBA09001046 Srikant Anand MBA09001047

Vishwas G Raichur MBA09001056

Submitted To Prof. N.Ramanjaneyalu

f. 6. b. g. Introduction a. 5. 4. Total Quality Service (TQS) 2. 8.2 CONTENTS 1. e. d. GAP Analysis in Service Quality Research Design Data Analysis Findings Suggestions Reference Annexure . The Concept of Service Quality Service Definition of Service industry Characteristics of Service Definition of Quality Quality Dimensions TQM Approach in Higher Education h. 3. c. 7.

promotion and performance. dimension and its relationship in higher education. place. A major reason for the development of the field now called service marketing management was realization that . Service usually deals with tangible thing that cannot hold. characteristic. It is related to the utilizing of the measurement. touch and see before use them. or employees in companies. Service Service marketing management is about servicing people. A topic of particular interest in service quality research is the issue of measurement.3 The Concept of Service Quality Quality and service quality were provided on this chapter. the concept of the marketing mix and the four Ps of marketing has been the acceptable marketing paradigm. Even all universities funding are government funded the competition for students and other activities has lead to significant effort being given to marketing. validity and the use of SERVQUAL approach in higher education setting. between customers and service providers and business partners as a network. Efforts to understand and identify service quality have been undertaken in the last three decades. The four Ps refers to price. building relationship is not new in higher education however. commercial consultancy. It includes definition. Marketing strategy in higher education (HE) has been growing in importance for a number of years. education has its core as deliverable a relationship between lecturer and student. Service quality has been a frequently studied topic in the service marketing literature. The development of long-term relationship is essential for most services. It is usually face to face and sometimes didactic and occurs over extended period. Furthermore. In addition. For most of the last fifty years. In not just a phenomena of private institution but all universities and 13 colleges and is concerned not only with attracting students but also in securing income from other sources. Services permeate every aspect of our live. For this reason. approach in measurement service quality called SERVQUAL also being discussed. such as endowments. the higher educations need to be more explicit in developing their relationship marketing strategies. People may as individuals. research and many other activities. Marketing mix refers to the set of choices that an organization makes influence customers¶ responses towards its goods or services. households.

where service quality is associated with tangible and intangible products. Furthermore. health care. services are deeds. The primary differences between goods and service is the property of tangibility.´ ³A service is an activity or series of activities of more or less intangible nature normally.. and performances. Service-oriented organizations are those involved in basically service business operations. and assumed significant importance. it quickly becomes apparent that services are produced not only by service businesses such as those just described but are also integral to the offering of many manufactured good producers. services can be classified by extent of customer contact. and the degree of labour intensity in the delivery of the service. who are the service providers. and customers are critical to determine customer satisfaction. degree of customization. and the results of all supplier¶s activities to meet customer needs. 1992) is. (1997). take place in interaction between the customer and service employee and/or physical resources or goods and/or system of the service provider. However. ³Supplier¶s activities at the interface with a customer. These definitions are general to both product-manufacturing and service-oriented organizations. one will decide whether he or she satisfied or not. delivery . According to Brennan et al. including financial services. Relying on the simple. Services also are talking an increasing importance both domestically and internationally. tourism and hospitality. where production.4 the service were in the extreme different from good. process. The definition of service in the Guidelines for Services published by the International Standards Organization (ISO. Satisfaction is based on the quality of the process of delivering the service and the actual outcome of the service delivery process. the concept of service has change radically over the years. broad definition of services. when he or she experiences a service. As a customer. in the service sector. but necessarily. which are provided as solutions to customer problem. Definition of Service The first step in becoming and exceptional service provider is to specifically define exceptional service. Some of the definitions also stress that the interactions between employees. insurance postal service and teaching and education services. In the simple terms.

Because one cannot inventory services. Customers assess service quality by comparing what they want or expect to what they actually get or perceive they are getting. What people are actually buying. It may be associated with something. however involves something intangible. b) Inability to Inventory By either circumstance or design. the concept of quality refers to the matching between what customers expect and what they experience. such as an airplane. it is typically because of intangible nature of what has been provided and not the associated physical things. capacity choice becomes critical. The size. it forgoes revenue it could have generated. According to Schmenner. Characteristics of Service Despite some differences among services and definitional problem. When a service excellent. and mismatch between expected service and perceived. it may have to cover capital expenses that beyond its financial ability. the intangibility of the service results from a service process accomplished precisely where the customer is located. c) Service Production and Consumption Often Physically Together Often service are created and delivered on the spot. physical.5 and consumption can occur simultaneously. That is. a table chairs and so on. the consumption of a service is often simultaneous with its production. This is perceived quality. If the service capacity is too great. it may share some common characteristics. (1995) the characteristic of service are- a) Intangibility Service is often something one cannot touch or feel. One typically cannot inventory a service. If the service¶s capacity is not enough. There may also be a lot of customer interaction with service providers in the course of this production and . the layout and the precise location of a service operation are tremendously important to its ability to make revenue.

Quality control becomes more critical. For many services. the size and structure of the service company. government and economic imperatives. Training employees and good employee relation are especially important to service quality. one cannot neglect the competition in services because. the competition can move very quickly and new players can enter an industry easily. Low barriers to entry in turn imply that service operations must be very sensitive potential as well as actual competitive action and reactions. One has to create a quality service straightaway. The service process itself is often more on display in service operations than in manufacturing. therefore. and energy prices increases. multiple locations or proprietary technology. although by no means all. . how they offered. Quality Higher Education (HE) is one the important service sector in modern business. generally speaking. The HE sector is continuously in a state of change and is being driven by the public. Even more than in manufacturing. e) Outside Influences Service can be affected greatly by outside influences such as technological advance. and the government plan to reduce dependency on public funds. governmental regulations. These outside forces can change the services that offered. d) Easy Entry A high proportion of service operations. there is continual jockeying for position and a constant need to think strategically about what is happening.6 consumption. barriers to entry are low. In services. Therefore. the HE sector has no option other than to work towards more effectiveness and efficiency through quality. The growing challenge this sector is facing is the increase in student-staff ratio that indicates rising demand for the service. One cannot be saved by a quality control check at 18 the end of the line as one can in manufacturing. require vey little in the way of capital investment.

(1996) identified the definitions of quality among the different person and years. Sometimes. felt or touched in advance. While the quality dimensions of a product may seem different from service like higher education. ISO 9000 defined quality as a degree to which a set of inherent characteristic fulfills requirements. and quality varies markedly in different circumstances (Wever 2002).7 Definitions of Quality In British Standard 4778. Functional quality are related to the interaction between the provider and the recipient of the service and are often perceived in a subjective manner. Technical quality rare those can objectively be measured regardless of customer¶s opinion. Lastly. the interaction between customers themselves becomes important. Quality attributes for higher education cannot be seen. The common definition are basically the following : Quality Dimension According to Gronroos. Quality has been defined in many ways over the years. production and consumption of the service are inseparable because personal contact plays important role. Stamatis. functional quality and corporate quality. It is the results of a combination of technical and functional quality dimensions as well as factors like the price of the product or service and the reputation of the company. . (1990) quality dimensions can be classified into three groups which are technical quality. quality management in HE was taken as the totality of features and characteristics of product services (learning process) that bear on its ability to satisfy stated or implied stakeholder expectations. corporate image dimension relates to overall picture of an organization perceived by the customers. they are still appropriate in providing ideas for generalization.

government and economic imperatives.´ Coated (1990) stated that TQM is a commitment to excellence by everyone in an organization. Oakland. An excellence achieved by teamwork. recognizing that every person and every activity affects and in turn is affected by others. the HE sector has no option other than to work towards more effectiveness and efficiency through quality management. individualized and highly competitive domestic and global markets. (1989) defined TQM as- ³An approach to improving the effectiveness and flexibility of business as a whole. The HE sector is continuously in a state of change and is being driven by the public. and the government plan to reduce dependency on public funds. each part of it must work properly together. Services industries are especially aware of the need to modify manufacturing based TQM system to guide their own internal organizational changes processes. It is a complete change in an organization¶s culture and way people behave at work.8 Total Quality Management (TQM) TQM is not an organizational management programme or management initiative package. and process of continuous improvement. TQM means dedication to being the best. It is essentially a way of organizing and involving the whole organization. TQM Approach in Higher Education Higher Education (HE) is one the important service sector in modern business. The growing challenge this sector facing is the increase in student-staff ratio that indicates rising demand for the service. to delivering in high quality services which meet or exceed the expectations of customers. Therefore.focused quality in decentralized. every single person at every level. All organizations are struggling to improve customer. . For an organization to be truly effective. every activity. every department.

9 HE needs to maintain its quality primarily because it is one of keys to national success as well as individual fulfillment in the information rich society. excellence and µfitness for its purpose¶. questions of quality and accountability will be the principal themes in the HE policy debate in 1990s. guest or associates who are delighted with the service received and whose repeat business valued. customers everywhere concerned about the continued improvement of product and service quality. establishing . total quality service (TQS) was defined as a true commitment to operationalizing the concept of customer focus. mistake. Demanding customers will not be satisfied unless they are treated as members. Apart from the perennial concern with finance. HE is not an easy activity to evaluate. Output and processes are many and complex. Americans especially frustrated by unacceptable delays. in Malaysia. There is no simple relationship between inputs and outputs and it is subject to many random influences. more and more are able and willing to shop internationally for alternative providers. Furthermore. with the concept of standards. The Ministry envisage that all schools and HE institutions will eventually be implementing TQM policies and principles. incompetent service. defective materials. Issues quality and accountability in HE are closely related. there has always been a great relevance and concern for quality in HE. Total Quality Service (TQS) Nowadays. There is no simple relationship between inputs and outputs and it is subject to many random influences. Earlier. Meanwhile. This means that TQM in the Malaysian HE context is strongly influenced by the government policy. and poor workmanship. Accountability involves rendering some form of account that an activity is being carried out effectively an efficiently. the Ministry of Higher Education set up a special department called the Policy and Quality Department to monitor the development of the country¶s education policy based on TQM principles at all levels. and the initiatives would be necessary to cope with the Ministry¶s main objectives to improve productivity and to expand the HE sector. If dissatisfied. Output andprocesses are many and complex. rudeness. Those who are affected by it are entitled to demand that it be carried out effectively and those who provide the resources have a right to see that they are used efficiently. Even though the term µquality¶ has broad and subjective meanings.

TQS is a public policy based on theory that the greater the commitment an employee has in determining organizational goals. past experience with the firm and its competitors. Gap 1 arises from management¶s lack of full understanding about how customers formulate their expectations based on a number of sources: advertising. Gap 4 is the discrepancy between service delivery and external communications in the form of exaggerated promises and lack of information provided to contact personnel. wants and expectations. TQS encourage customer focus. personal needs. The market research gap is the discrepancy between customer expectations and management perception of these expectations. recognizing and rewarding exemplary behavior and maintaining enthusiasm for the customer at all times. According to Stamatis (1996) a formal definition of TQS is a strategic. . measuring performance against benchmarks. and communication between management and 33 its contact employees. poor employee selection. integrated management system which involves all managers and employee and uses both qualitative methods to continuously improve an organization¶s process in order to meet and exceed customer needs. Customer satisfaction is dependent on minimizing the four gaps that are associated with delivery of the service. and reducing the number of levels of management that distance the customer. so as to increase sales and market share. setting goals and standardizing service delivery task can close the gap. Customer expectations of the service are formed by media advertising and the other communication from the firm. teamwork. continuous involvement. Gaps in Service Quality Measuring gap between expected service and perceived service is routine customer feedback process that is practiced by leading service companies. inadequate training. and better quality results by providing incentives for participantion. including lack of teamwork. The conformance gap occurs because actual delivery of the service does not meet the specifications set bay management. The design gap results from management inability to formulate target levels of service quality to meet perceptions of customer expectation and translate these into workable specifications. Gap 3 can arise for a number of reasons.10 service performance standards. and inappropriate job design. Gap 2 may result from a lack of management commitment to service quality or a perception of the infeasibility of meeting customer¶s expectations. however.

11 Customer Perception Managing the Evidence Customer Expectation Market Research GAP 1 Understanding the customer Communication GAP 4 Service Delivery Conformance GAP 3 Design GAP 2 Managments Perceptions of Customer Expectations Conformance Service Standards Service Design .

Title Of The Study ³Students and Customers Perception towards Service Quality of MSW Department in Karnatak University Dharwad ´ B.12 3. A. i. and the customer (student) participates in the process.  To understand the gap between managements perception and students expectations and to minimise it. heterogeneous. Service quality also has become a predominant part advanced organization¶s strategic plan. we have choosen MSW department of Karnatak University. However. intangible. It needs to adopt the techniques in measuring the quality of its services and the satisfaction of its customers (students).e. Increasing attention paid to service quality has resulted more progress and profit in organizations. Research Design: The research design is the basic frame work which provides guidelines for the work to be carried out. Objective Of The Study  To know the student¶s (customer) expectations about the MSW Department service. ³So as to understand the students perception and expectation about the education quality. quality measurement in higher education continues to be a vexing and difficult issue.  To know the student¶s (customer) perception about the MSW Department service. . Statement Of Problem Education is a service industry. variability. perishable. inseparability. Dharwad for our project work´ C. Higher education possesses all the characteristics of service industry. This helps in the collection and analysis of the data.

. The study required data to be collected from both primary and secondary sources. Secondary data was collected through internet and books.13 D. Limitation Of The Study   Lack of support from some students. Primary data was mainly collected through interaction with the concerned department students. Time constraints. Research Methodology: Research is the systematic Gathering. Methodology is the research procedure used in the study. recording and analyzing of data relating to the concerned study. Data Collection Method  Discussion through Survey using structured Questionnaires F.   Sampling Method ± Random sampling Sample Size ± Total ± 50 E.

40 0.50 0.30 1.84 0. Sample size 50 samples b.28 0.98 -0. Rating: Sl.46 .64 -0.02 -0.61 1.52 0.14 Data analysis a.06 0.20 0.12 1.14 0.36 -0.46 0. No Factor Gap 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 P1-E1 P2-E2 P3-E3 P4-E4 P5-E5 P6-E6 P7-E7 P8-E8 P9-E9 P10-E10 P11-E11 P12-E12 P13-E13 P14-E14 P15-E15 P16-E16 P17-E17 P18-E18 P19-E19 P20-E20 P21-E21 P22-E22 0.14 0.68 0.84 0.16 0.56 0.

TANGIBILITY (0.32+0.93/5= 0.68+0.01 4.12+1.3/4= 0.84+0.52+0.83 /5= 0. EMPATHY (0.98-0.16+0.14+0.61 d.15 c. ASSURANCE (-0. Service quality dimension analysis From the table we have the values from (P1-E1) TO (P22-E22) For the dimensions we have the rating of the gaps as follows 1.04/5= 0.64)/4= -0.37 5. RESPONSIVENESS (0. RELIABILITY (1.01+0.61)/5= 1. Overall service quality/ gap analysis By adding all the above obtained results we get the overall result as follows: (0.32 2.30+1.37+0.64 3.06+0.28)/4= 1.56+0.46+0.2+0.61)/4= 1.40)/5=3.386 .46)/5= 3.84+0.04/4= -0.50+0.48/4= 0.14+0.02-0.36-0.64-0.

Empathy: the value obtained is positive and has high value i.37 5. Reliability: the value obtained is positive and is high i.16 Findings: Sl. Tangibility: the value obtained is positive and is good value i. Assurance: the value obtained is positive and is good value i.32 2.e. Responsiveness: the value obtained is negative and has low value i. 0. 0.e.e. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Positive attributes P1-E1 P2-E2 P3-E3 P4-E4 P5-E5 P6-E6 P7-E7 P8-E8 P10-E10 P11-E11 P13-E13 P15-E15 P16-E16 P18-E18 P19-E19 P20-E20 P21-E21 P22-E22 Negative attributes P9-E9 P12-E12 P14-E14 P17-E17 According to the survey done we have obtained the following results: 1. 0.64 3.61 . -0. 0.e.e.01 4.

But they are quite unhappy with the response of the faculty towards the implementation of the solution to the students¶ problem. The students are satisfied with the faculty member which can be seen from the data obtained from the students during survey. Some of the steps to be taken to improve the situation: y y y y y Discussion with students to know their problems and actively solve them. To meet the requirement of the infrastructure. we found that only one factor is valued negative which means that the department is perceived to be as upto the mark by the students. Services provided should be prompt To make them to participate actively in the class and in the events.org . Wikipedia.17 Suggestions Out of five dimensions calculated. This will help the department to know the students and understand the requirements of the students and try to achieve it Reference 1. Politeness towards students. Services Marketing Textbook 2.

18 Annexure .

19 Excel Sheet .

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