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WELCOME TO

S E M I N A R PA P E R O N :
S E R V I C E Q U A LT Y A N D
C U STO M E R S AT I S FAC T I O N
Reliability
Assurance

Responsiveness
SERVQUAL
DIMENSION

Empathy
Tangibles 1
SEMINAR PAPER ON:
SERVICE QUALTY AND CUSTOMER
SATISFACTION

By:
1. Eliyas Ebrahim ( MBA- I)
September 2016
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ORIENTATION AND RULE OF THE GAME

The emphasis of the Seminar is on Service


,service quality and Customer satisfaction .
Approach: participatory approach
Ground Rule
1.Participation
2.No side talks
3.Respecting ideas of others

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Mobiles silent or switch off!

Ask questions anytime!

Bring good mood!

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Why Seminar
?

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INTRODUCTORY QUESTION

What Expectations Do You Have Concerning


This Seminar ?

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OBJECTIVES OF THE SEMINER
Upon completion of the seminar , Attend/ Audience will be able to do:

Know what Service is and why you should learn about it.

Understand why Service is crucial to economic


development and our global economy.

Know the characteristics of service and service marketing


mix.

Understand quality service and customer satisfaction

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CONTENTS OF THE SEMINER

1. Service

2. Service Quality

3. Customer Satisfaction

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1.SERVICE

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CONTENTS:

1.1. Meaning And Definition Of Service


1.2. Characteristics Of A Service
1.3. Significance Of Services Marketing
1.4. Differences Between Goods And Service
1.5. Service Marketing Mix

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1. MEANING AND DEFINITION OF SERVICE
service is an economic activity that creates value and
provides benefit for customers at specific time and
places by bringing about a desired change in ,or on
behalf of ,the recipient of the service.
Kotler, Armstrong, Saunders and Wong defines service as :
A service is any activity or benefit that one party
can offer to another which is essentially intangible
and does not result in the ownership of anything.
American Marketing Association defines service as:-
Activities, benefits and satisfactions which are offered for
sale or are provided in connection with the sale of goods.

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SIGNIFICANCE OF SERVICES MARKETING.

Generation of employment opportunities

Optimum utilisation of resources

Increased standard of living

Use of environment-friendly technology.

capital formation

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SERVICE MARKETING MIX

Service marketing mix is an extended


form of traditional marketing mix. The
inclusion of additional elements (people,
process, and physical evidence) is the
result of the intangibility, inseparability
and heterogeneity of services.

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SERVICE QAULITY
Quality is a key requirement in every field.
Quality is The inclusion of all specified features and
characteristics as defined for product or service and its
ability to satisfy the given needs as per the requirement of
user while using it.
Service quality is nothing but the difference between the
service expectation & service actually received by the
customer.
Service Quality = Perception Expectation
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MEASURING THE SERVICE QUALITY

Measuring could be done Qualitatively or


Quantitatively
Quality measurement is concerned with the
observed value for some service attributes & then
by comparing these values against standards
A number of large companies have introduced
the quality metrics for improving the quality
management processes.

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contd
A metric is a type of measurement,
which relates to a system, process or
related documentation.
The use of systematic service
measurement and careful monitoring
of metric definitely can improve the
overall service quality.

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QUALITY METRICS

Quality Metrics are basically defined for


improving the quality management processes.
Metrics can be defined by collecting the observed
values of Quality of Service attributes.
quality metrics can be classified as : Mean Time to
Failure, Mean Time to Repair, Customer
Complaints & Customer Satisfaction Metrics.
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TANGIBLES
Appearance of physical facilities, equipment, personnel, and
communication materials. here customer may rise question like ,as
the hotel facilities attractive ?, is my accountant dressed
appropriately ?.
RELIABILITY
Ability to perform the promised service dependably and
accurately. Under this dimension the customer ask
question like ,does my lawyer call me back when
promised ?, is my telephone bill free of errors?

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RESPONSIVENESS-
Willingness to help customers and provide prompt
service. When their is a problem , does the firm
resolve it quickly ? or is my stock broker willing to
answer my question ?

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ASSURANCE
Knowledge and courtesy of employees and their ability to convey
trust and confidence. can the bank teller process my transaction
without fumbling around ?.
EMPATHY
Caring, individualized attention the firm provides its
customers. Are the house keeping consistently polite
when showing bedroom ?

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Customer Expectation and Perception Towards Service

Customer Expectation represents the actual expected service &


Customer Perception reveals the actual received service.

Customer expectations are the standards against which the


perceived services are checked in order to assess the quality of a
service

If any difference exists between the expected service and actually


received service then that difference is called a gap

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CONTD
The knowledge gap:-is the difference between what service
providers believe customer expects and customer actual need
and expectation.
The standards gap:-the difference between management perception
of customer expectation and the quality standards established
for service delivery.
Delivery gap:-is the difference between specified delivery
standards and the service provider actual performance on these
standards
Internal communication gap:-is the difference between what the
company advertising and sales personnel think are the products
features, performance and service quality level and what the
company is actually able to deliver.

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CONTD
Perception gap:-is the difference between what is ,in fact delivered
and what customers perceive they have received (because they are
unable to accurately evaluate service quality) .
Interpretation gap:- the difference between what service providers
communication efforts (in advance of service delivery ) promise
and what a customer thinks was promised by these communication
Service gap:-is the difference between what a customer expect to
receive and their perception of the service that is delivered .

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CORE STRATEGIES TO ADDRESS SERVICE QUALITY
GAP.

1. learn what customer expect

understand customer expectation through

research, complaint analysis ,customer panels


Increase direct interaction between managers
and customers to improve understanding.
Improve up ward communication from contact
personnel to management
Turn information and insights into action.
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2. ESTABLISH THE RIGHT SERVICE QUALITY STANDARD
Ensure that top management displays ongoing
commitment to quality as defined by customers
Set, communicate and reinforce customer oriented
service standard for all work units
Train the manager in the skill needed to lead employees
to deliver quality service
Clarify which job tasks have the biggest impact on quality
and should receive the highest priority
Measure performance and provide regular feedback
Reward managers and employees for attaining quality
goals.
3. ENSURE THAT SERVICE PERFORMANCE MEETS STANDARD

Clarify employees roles


Ensure that all employees understand how their jobs
contribute to customer satisfaction
Match employees to job by selecting for the abilities
and skills needed to perform each job well.
Teach employees about customer expectation
,perception and problems
Train employees in priority setting and time
management
4. ENSURE THAT COMMUNICATION PROMISE ARE REALISTIC

Develop advertising that features real employees


performing their jobs.
Allow service providers to preview advertisements
before customer are exposed to them
Identify and explain uncontrollable reasons for
short comings in service performance
Offer customer different levels of service at
different price ,explaining the distinctions
CUSTOMER SATISFACTION
Customer satisfaction is the extent to which a products
perceived performance matches a buyer's expectations.
According to Oliver Satisfaction is the consumers
fulfilment response.
Customer satisfaction is related with the type of service
quality, if the quality of service provided by the service
provider is good then this leads to the higher customer
satisfaction.

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o If the product's Performance falls short of the
customer's expectations ,the buyer is dissatisfied.

o If performance matches expectations, the buyer is


satisfied.

o If performance exceeds expectations ,the buyer is


delighted.

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The End
Thank you!!!