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QUALITY????????????

Conformance to standards Conformance to specifications

Service quality is a term which describes a comparison of expectations from service

with its performance.

The difference between what customers expect and what they perceive themselves

to be receiving”.

Improved service quality may increase economic competitiveness. 2 Types: Internal and External

Dimensions of Service Quality
Dimensions of Service Quality
  • Reliability: Perform promised service dependably and accurately. Example:

receive mail at same time each day.

  • Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.

Dimensions of Service Quality
Dimensions of Service Quality
  • Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer.

  • Empathy: Ability to be approachable. Example: being a good listener.

  • Tangibles: Physical facilities and facilitating goods. Example:

cleanliness.

Perceived Service Quality
Perceived Service Quality
Word of Personal Past mouth needs experience
Word of
Personal
Past
mouth
needs
experience
 

Expected

 
  • service

 
 
 

Perceived

 
  • service

 
Perceived Service Quality Word of Personal Past mouth needs experience Expected service Perceived service Service Quality

Service Quality

 

Dimensions

Reliability

Responsiveness

 

Assurance

Empathy

Tangibles

Service Quality Assessment

1. Expectations exceeded

ES<PS (Quality surprise)

  • 2. Expectations met ES~PS (Satisfactory quality)

  • 3. Expectations not met ES>PS (Unacceptable quality)

SERVICE QUALITY MODEL

• The service quality model or the ‘GAP model’ developed by a group of authors- Parasuraman, Zenithal and Berry at Texas and North Carolina in 1985 , highlights the main requirements for delivering high service quality.

It identifies five ‘gaps’ that cause unsuccessful delivery.

Customers generally have a tendency to compare the service they 'experience' with the service they 'expect' . If the experience does not match the expectation , there arises a gap.

Customer

Perceptions

Customer

Expectations

Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer

Customer Satisfaction

Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer

GAP 5

Managing the Evidence
Managing the
Evidence
Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer

Service

Delivery

Understanding the Customer
Understanding
the Customer
Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer
Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer
Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer

Customer /

Marketing Research

GAP 1

Communication

GAP 4

Management

Perceptions

of Customer

Expectations

Service Design
Service Design
Conformance
Conformance

Conformance

Design GAP 2

GAP 3

Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer
Customer Perceptions Customer Expectations Customer Satisfaction GAP 5 Managing the Evidence Service Delivery Understanding the Customer

Service

Standards

GAP One: Management perception gap (The difference between expected service by customers and the

management’s perceptions of consumer

expectations)

GAP Two: Quality specification gap (The difference between company perception

of customer expectation and customer

driven service designs and standards)

GAP Three: Service delivery gap (The difference between customer-driven service designs and standards and service delivery)

GAP Four: Market communication gap (The difference between service delivery

and external communications to the customers)

GAP Five: Perceived service quality gap (The gap between perceived service and expected service)

COMPONENTS OF SERVICE QUALITY

TECHNICAL FUNCTIONAL

IMPROVING SERVQUAL Attributes
IMPROVING SERVQUAL Attributes

RELIABILITY

  • Providing service as promised

  • Dependability in handling customers’ service problems

  • Performing services right the first time

  • Providing services at the promised time

  • Maintaining error-free records

RESPONSIVENESS

  • Keeping customers informed as to when services will be performed

  • Prompt service to customers

  • Willingness to help customers

  • Readiness to respond to customers’ requests

ASSURANCE

  • Employees who instill confidence in customers

  • Making customers feel safe in their transactions

  • Employees who are consistently courteous

  • Employees who have the knowledge to answer customer questions

EMPATHY

  • Giving customers individual attention

  • Employees who deal with customers in a caring fashion

  • Having the customer’s best interest at heart

  • Employees who understand the needs of their customers

  • Convenient business hours

TANGIBLES

  • Modern equipment

  • Visually appealing facilities

  • Employees who have a neat, professional appearance

  • Visually appealing materials associated with the service

IMPROVING SERVICE QUALITY
IMPROVING SERVICE
QUALITY

Benchmarking

Firms position in relative to competitors

Best ways to improve competitive advantage

Areas for benchmarking are

  • 1. Advertising

  • 2. R&d

  • 3. Distribution

  • 4. Marketing

SERVICE BLUEPRINTING

Breaking down the basic process and structure

Consists of various approaches

Value chain analysis

Story boarding

Process of blue printing

Chart all components of a service Identification of fail points Quality targets for a service Identify all the evidence of service. Represent an encounter point

THANK YOU