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Quality Service
Standards
Presented to:
PROF. RIAZ AHMAD MIAN

Presented by:
Maryam Mubeen (M10mba042)
Dania Shah (M10mba069)
Anum Arshad (M10mba043)
Irum Iftikhar (E09mba035)
Acknowledgement

We are really honored to have the opportunity


toworkonthispresentationso,wewouldlike
tothankourrespectedteacherPROFF.RIAZ
AHMAD MIAN, who gave us an opportunity
toprepareandpresentthispresentation.

Quality is "meeting or exceeding customer


expectations
'Quality is the ongoing process of building and
sustaining relationships by assessing,
anticipating, and fulfilling stated and implied
needs.'

Service Based Components Of


Quality
Tangibles:Appearanceofphysicalelements
Reliability:Dependableandaccurate
performance
Responsiveness:Promptness;helpfulness
Assurance:Competence,courtesy,
credibility,Security
Empathy:Easyaccess,good
communication,understandingofcustomer

Quality Service


QualityServiceisabusinessadministration
termwhichdescribesacomparisonof
expectationswithperformance.

DifferentPerspectivesof
ServiceQuality

Transcendent: Quality = Excellence. Recognized


only through experience.
Product-based: Quality is precise and measurable
User-based: Quality lies in the eyes of the holder
Manufacturing based: Quality is in conformance
to the firms developed specifications
Value-based: Quality is a trade-off between price
and value

Service Quality Model (or) GAP


model

The service quality model or the GAP model
developed by a group of authors- Parasuraman,
Zeithaml and Berry , highlights the main
requirements for delivering high service quality.

It identifies five gaps that cause unsuccessful
delivery. If the experience does not match the
expectation, there arises a gap.

GAP MODEL
Contd.
GAP1:

Gapbetweenconsumerexpectationand
managementperception:

This gap arises when the management does


not correctly perceive what the customers
want.
Contd.
GAP2:

Gapbetweenmanagementperceptionand
servicequalityspecification:

Here the management might correctly perceive


what the customer wants ,but may not set a
performance standard.
Contd.
GAP3:

Gapbetweenservicequalityspecification
andservicedelivery:

This gap may arise owing to the service personnel.


The reasons being poor training, incapability or
unwillingness to meet the set service standard.

Contd.
GAP4:

Gapbetweenservicedeliveryandexternal
communication:

The gap arises when these assumed expectations


are not fulfilled at the time of delivery of the
service.
Contd.
GAP5:

Gapbetweenexpectedserviceand
experiencedservice:

Thisgapariseswhentheconsumer
misinterpretstheservicequality.

Ten determinants which may influence the


appearance of a gap were described by
Parasuraman, Zeithaml and Berry.
Competence:
Is the possession of the required skills and
knowledge to perform the service.
Courtesy:
Referstofactorssuchaspoliteness,respect,
considerationandfriendlinessofthecontact
personnel.

Contd.
Credibility:
Referstofactorssuchastrustworthiness,
beliefandhonesty.Itinvolveshavingthe
customer'sbestinterestsatprimeposition.

Security:
Representsthecustomerbeingfreefrom
danger,riskordoubtincludingphysicalsafety,
financialsecurityandconfidentiality
Contd.
Access:
Referstoapproachabilityandeaseof
contact.Forexample,convenientoffice
operationhoursandlocations.

Communication:
Meansbothinformingcustomersina
languagetheyareabletounderstandand
alsolisteningtocustomers
Contd.
Knowingthecustomer:
Meansmakinganefforttounderstandthe
customer'sindividualneedsandproviding
individualizedattention.

Tangibles:
Arethephysicalevidenceoftheservice,for
instance,theappearanceofthephysical
facilitiesandequipmentusedtoprovidethe
service.
Contd.
Reliability:
Istheabilitytoperformthepromisedservice
inadependableandaccuratemanner.

Responsiveness:
Referstothereadinessandwillingnessof
employeestohelpcustomersinproviding
prompttimelyservices.
Measuringservicequality:



Measuring service quality may involve both
subjective and objective processes. In both cases,
it is often some aspect of customer satisfaction
which is being assessed. However, customer
satisfaction is an indirect measure of service
quality.

Contd.

Measuringsubjectiveelementsofservice
quality
Subjective processes can be assessed in
characteristics and in problems assessed by
'Frequenz Relevanz Analyse' a German
term. The most important and most used
method with which to measure subjective
elements of service quality is the Servqual
method

Contd.
Measuring objective elements of service
quality

Objective processes may be subdivided into
primary processes and secondary processes.
The accurate measurement of an objective aspect
of customer service requires the use of carefully
predefined criteria.

Service Quality Standards


(SQSs) and Criteria

Principle 1: Provision of Information:


Purpose and objectives of the service should
be clearly defined and its mode of operations the
transparent for the benefit of staff, existing and
potential service users, and the general
community.
SQS 1 the service unit ensures that a clear
description of its purpose, objectives and mode
of service delivery is publicly available.
Contd.

SQS 2 The service unit should review and update
the documented policies and procedures
describing how it will approach key service
delivery issues.

SQS 3 The service unit maintains accurate and
current records of service operations and
activities.

Contd.
Principle 2: Service Management:
The service unit should manage its resources
effectively and in a manner consistent with
flexibility, innovation and continuous
improvement in the quality of service delivered
to service users.
SQS4The roles and responsibilities of all staff,
managers, the Management Committee and/or
the Board or other decision-making bodies
should be clearly defined.

Contd.
SQS5The service unit/agency implements
effective staff recruitment, contracting,
development, training, assessment, deployment
and disciplinary practices.

SQS6The service unit regularly plans, reviews
and evaluates its own performance, and has an
effective mechanism by which service users,
staff and other interested parties can provide
feedback on its performance.

Contd.
SQS 7 the service unit implements policies and
procedures to ensure effective financial
management.

SQS 8 the service unit complies with all relevant
legal obligations.

SQS 9 The service unit takes all reasonable steps
to ensure that it provides a safe physical
environment for its staff and service users.

Contd.
Principle 3: Service to Users:
The service unit should identify and respond to
specific service users needs.
SQS 10 The service unit ensures that service
users have clear and accurate information about
how to enter and leave the service.
SQS 11 The service unit has a planned
approach to assessing and meeting service users
needs (whether the service user is an individual,
family, group or community).

Contd.
Principle 4: Respect for Service Users Right:
The service unit should respect the rights of the
service users in all aspects of service operations
and delivery
.
SQS 12 The service unit respects the service
users' right to make informed choices of the
service they receive as far as practicable.

Contd.
SQS 13 The service unit respects the service
users rights in relation to private property.

SQS 14 The service unit respects the service
users rights for privacy and confidentiality.

SQS 15 Each service user and staff member is
free to raise and have addressed, without fear of
retribution, any complaints he or she may have
regarding the agency or the service unit.

contd.

SQS 16 The service unit takes all reasonable


steps to ensure that service users are free from
abuse.


ISO ( International Organization
for Standardization)


ISO has a membership of 164* national standards
bodies from countries large and small,
industrialized, developing and in transition, in all
regions of the world. ISOs portfolio of over 19
100* standards provides business, government
and society with practical tools for all three
dimensions of sustainable
development:economic, environmental and
social.

Contd.

ISO standards provide solutions and achieve


benefits for almost all sectors of activity,
including agriculture, construction, mechanical
engineering, manufacturing, distribution,
transport, healthcare, information and
communication technologies, the environment,
energy, safety and security, quality management,
and services.

Contd.
ISO only develops standards for which there is a
clear market requirement.
An ISO International Standard represents a
global consensus on the state of the art in the
subject of that standard. . ISO International
Standards ensure that products and services are
safe, reliable and of good quality.
They help companies to access new markets,
level the playing field for developing countries
and facilitate free and fair global trade.

ISO 9000

Quality is something every company strives for


and is often times very difficult to achieve.
A company increase the quality of its products
and services through ISO 9000.
ISO 9000 is a quality management standard that
presents guidelines intended to increase business
efficiency and customer satisfaction. The goal of
ISO 9000 is to embed a quality management
system within an organization,

Contd.

One cornerstone of ISO 9000 is continual
improvement.

.ISO 9000 is a flexible standard that lays down
requirements for an organization to follow, but
allows the organization to fulfill these
requirements any way they choose.

Contd.

ISO 9000 is seen in every sector of the business
world, and its success is a testament to its worth.

With a combination of continual improvement
and corrective actions tenets of ISO 9000 a
business will create processes that run smoothly
and efficiently.

How does ISO 9000 work?


ISO 9000 is set up as a collection of guidelines
that help a company establish, maintain, and
improve a quality management system
One important aspect of ISO 9000 is its process-
oriented approach. Instead of looking at a
companys departments and individual
processes, ISO 9000 requires that a company
look at the big picture
There are three main types of audits 1st, 2nd,
and 3rd party audits.

ISO 9000 Principles


A Customer Focus
customeristheprimaryfocusofa
business.Byunderstandingandresponding
totheneedsofcustomers,anorganization
cancorrectlytargetingkeydemographics
andthereforeincreaserevenuebydelivering
theproductsandservicesthatthecustomer
islookingfor.

Contd.

Good Leadership
A team of good leaders will establish
unity and direction quickly in a business
environment. Their goal is to motivate everyone
working on the project, and successful leaders
will minimize miscommunication within and
between departments.
Contd.

Involvement of people
The inclusion of everyone on a
business team is critical to its success.
Involvement of substance will lead to a personal
investment in a project and in turn create
motivated, committed workers.
Contd.

Process approach to quality management
The best results are achieved when
activities and resources are managed together.
This process approach to quality management
can lower costs through the effective use of
resources, personnel, and time.
Contd.

Management system approach
Combining management groups may
seem like a dangerous clash of titans, but if
done correctly can result in an efficient and
effective management system
Contd.

Continual Improvement
The importance of this principle is
paramount, and should a permanent objective of
every organization. Through increased
performance, a company can increase profits and
gain an advantage over competitors.
Contd.

Factual approach to decision making
Effective decisions are based on the
analysis and interpretation of information and
data. By making informed decisions, an
organization will be more likely to make the
right decision.
Contd.

Supplier relationships
It is important to establish a mutually
beneficial supplier relationship; such a
relationship creates value for both parties. A
supplier that recognizes a mutually beneficial
relationship will be quick to react when a
business needs to respond to customer needs or
market changes

Standards in the ISO 9000 family

ISO 9001:2008 - sets out the requirements of a
quality management system
ISO 9000:2005 - covers the basic concepts and
language
ISO 9004:2009 - focuses on how to make a
quality management system more efficient and
effective
ISO 19011:2011 - sets out guidance on internal
and external audits of quality management
systems
ISO 9001:2008

ISO 9001:2008 sets out the criteria for a quality


management system and is the only standard in
the family that can be certified to.

In fact ISO 9001:2008 is implemented by over
one million companies and organizations in over
170 countries.


Who is ISO 9001:2008 applicable
to?

Any organisation can benefit from implementing


ISO 9001:2008 as its requirements are
underpinned by eight management principles:

a customer focused organization
leadership
the involvement of people
ensuring a process approach
a systematic approach to management

Quality management principles



These principles are derived from the collective
experience and knowledge of the international
experts who participate in ISO Technical
Committee ISO/TC 176, Quality management
and quality assurance, which is responsible for
developing and maintaining the ISO 9000
standards.

Contd.

Principle 1 Customer focus

Organization depends on their customers
and therefore understand the current customer
needs and strive to exceed customer
expectations.


Contd.
Applying the principle of customer focus
typically leads to:
Researching and understanding customer needs
and expectations.
Ensuring that the objectives of the organization
are linked to customer needs and expectations
Measuring customer satisfaction and acting on
the results
Systematically managing customer relationships

Contd.

Principle 2 Leadership

Leaders establish unity of purpose and direction
of the organization. They should create and
maintain the internal environment in which
people can become fully involved in achieving
the organizations objectives.

Contd.
Applyingtheprincipleofleadershiptypically
leads to:
Establishing a clear vision of the organizations
future
Setting challenging goals and targets
Establishing trust and eliminating fear
Providing people with the required resources,
training and freedom to act with responsibility
and accountability.

Contd.

Principle 3 Involvement of people

People at all levels are the essence of an
organization and their full involvement enables
their abilities to be used for the organizations
benefit.
Contd.

Applying the principle of involvement of people
typically leads to:
People understanding the importance of their
contribution and role in the organization
People identifying constraints to their
performance
People evaluating their performance against
their personal goals and objectives.
Contd.


Principle 4 Process approach

A desired result is achieved more efficiently
when activities and related resources are
managed as a process.

Contd.

Applying the principle of process approach
typically leads to:
Systematically defining the activities necessary
to obtain a desired result
Establishing clear responsibility and
accountability for managing key activities
Analyzing and measuring of the capability of
key activities
Contd.

Principle 5 System approach to
management

Identifying, understanding and managing
interrelated processes as a system contributes to
the organizations effectiveness and efficiency in
achieving its objectives.
Contd.
Applying the principle of system approach to
management typically leads to:

Structured approaches that harmonize and
integrate processes
Targeting and defining how specific activities
within a system should operate
Continually improving the system through
measurement and evaluation.
Contd.


Principle 6 Continual improvement

Continual improvement of the organizations
overall performance should be a permanent
objective of the organization.


Contd.
Applying the principle of continual
improvement typically leads to:

Providing people with training in the methods
and tools of continual improvement
Establishing goals to guide, and measures to
track, continual improvement
Recognizing and acknowledging improvements.
Contd.


Principle 7 Factual approach to decision
making

Effective decisions are based on the analysis of
data and information.


Contd.
Applying the principle of factual approach to
decision making typically leads to:

Making data accessible to those who need it
Analyzing data and information using valid
methods
Making decisions and taking action based on
factual analysis.

Contd.

Principle 8 Mutually beneficial supplier


relationships

An organization and its suppliers are
interdependent and a mutually beneficial
relationship enhances the ability of both to
create value.
Contd.
Applying the principles of mutually beneficial
supplier relationships typically leads to:

Pooling of expertise and resources with partners
Identifying and selecting key suppliers
Clear and open communication
Sharing information and future plans
Service Quality Management :
Service-qualitymanagement,refertothe
monitoringandmaintenanceofend-to-end
servicesforspecificcustomersorclassesof
customers.

Twomajorsoftwarebuildingblocksare
requiredtoproactivelymanageservice
quality:apowerfuldata-aggregationengine
andanend-to-endservice-mappingtool.

Contd.


Thedata aggregator is designed to collect data
from a diverse range of sources.
With the service-mapping tool, its possible to
combine KQIs from multiple key performance
indicators (KPIs) across different service
resources.


Role of service quality in
banking services


Adapting SQ in banking industry has become
important because of its apparent relationship to
cost profitability, customer satisfaction
customer retention and positive word of mouth.
The consequent increase in competition between
conventional banks and Islamic banks has made
SQ a key differentiating factor for Islamic banks
to improve their market shares and their profit
positions.



Implementation steps provided
by Deutsche Bank for a bank

Norbert Saffran, of Deutsche Bank, listed


following implementation steps regarding
quality for a bank:
Executive Board mandate,

Development of quality goals

Setting up the QM system


Need for Islamic Banks to
Adapt SQ

Islamicbanksproductsandservicesare
perceivedasofhighqualitybycustomers
becauseoftheconceptofdoingworkin
Islami.e.workisconsideredinIslamasa
typeofworship.
Contd.

The Prophet said:


Allah loves to see ones job done at the level of
itqan (Sabeq, 1988).
The word itqan means to arrange and dispose of
things in a scientific and artistic way in order to
obtain the most perfect results or to do
something in high quality way with wisdom.


Program for the Service
Industries


A Need for Quality Training and Assessment
It is a basic principle of vocational education and
training (VET) that participants should receive
quality training and be assessed according to
the robust requirements prescribed within
National Training Packages.
Contd.
Recognizing Quality in Training &
Assessment
This program, part of SSAs strategic work to
achieve quality skills outcomes throughout the
service industries,
Focuses on three key areas:
Quality training and assessment facilities
Quality trainers and assessors
Quality learning resources

The Aims of Program




Service Skills aim to:
ensure and recognize the provision of quality
training and assessment by Registered Training
Organizations (RTOs)
build the capability of trainers and assessors
who work in the service industries
achieve quality skills outcomes throughout the
service industries
Approaches to the
improvement of service quality

An improvement in service design and delivery
helps achieve higher levels of service quality.
Various techniques can be used to make changes
such as:
Quality function deployment (QFD)
falsifying moving the line of visibility
the line of accessibility
blue printing.
Approaches to improve the
conformity of service quality

In order to ensure and increase the 'conformance
quality' of services, that is, service delivery
happening as designed, various methods are
available. Some of these include Guaranteeing;
Mystery Shopping; Recovering; Setting
standards and measuring; Statistical process
control and Customer involvement.

Conclusion

Forprovidingqualityservice,standardsare
set.ISOistheorganizationresponsiblefor
standardization.ISO9001istheretomeet
QULITYMANAGEMENTSYSTEM.