4.

0 SERVICE QUALITY IN THE

PUBLIC SECTOR
4.0 SERVICE QUALITY IN THE PUBLIC
SECTOR

LEARNING OBJECTIVES:

After studying this chapter, you should be able to:

1. Define the concept of service quality ; and

2. Explain the dimensions of service quality
 4.1 DEFINITION OF SERVICE

 Any primary or complementary activity that does not

directly produce a physical product – that is, the non-
goods part of the transaction between buyer (customer)
and seller (provider)
(Evans and Lindsay, 2008).

 A form of product that consist of activities, benefits,

or satisfactions offered for sale that are essentially
intangible and do not result in the ownership of anything.
(Sharon Dobson, 2010)
 4.2 DEFINITION OF SERVICE
QUALITY

 The consumer’s overall impression of the relative

inferiority / superiority of the organization and its
services.
(Bitner, Booms and Mohr, 1994).

 A function of the differences between expectation

and performance along the quality dimensions.
(Parasuraman, Zeithaml and Berry, 1985).
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4.2 DEFINITION OF SERVICE
QUALITY

 Service quality also deals with “Moments of Truth” /

“Service Encounters” / “Critical Incident” – ‘any direct
interaction between service providers and customers, which
may take in various forms .
(Lewis, 2007).

For eg. Travelling with airline.

Checking-in hotel
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4.2 Definition of Service Quality

 A Parasuraman and his co authors (1990) said ;

As for service quality, TQM demands a commitment from

the service provider, not only to offer literally lip-service but
the follow-up action that constitutes a continuous process for
monitoring customers’ perceptions of service quality,
identifying the causes of service quality shortfalls; and
taking appropriate action to improve the quality of service.
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4.2 DEFINITION OF SERVICE
QUALITY
Summary on the definition of Service Quality
 Basically about meeting customer needs and requirements.

 How well the service level delivered matches customers’ expectations.

 The organization then must translate ‘expectations’ into performance

standards and specifications.

 Finally it becomes customers’ judgment and results, whereby the

customers compare their expectations of service with their perceptions of
actual service delivered. If expected service is the same as actual service
then customers expectations are met and we can say the customers are
satisfied!
 4.3 CHARACTERISTICS OF
SERVICE

1. Typically intangible.
2. Highly inseparable.
3. Heterogeneity.
4. Unable to store.
5. Durability.
6. Perishability.
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4.3 CHARACTERISTICS OF
SERVICE

1. Typically Intangible

There is little or no tangible evidence to show once service has been

performed. Thus, it makes people difficult to evaluate the service
prior to the delivery made and it may be inaccurate. For e.g.,
patient’s consultation with a doctor, student’s consultation with a
lecturer, legal advice, etc.

2. Highly Inseparable

The production and consumption of many services are

simultaneously done. Service may not be separated from provider,
and the customer may be involved in service performance. Thus,
service process becomes vital to service quality.
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4.3 CHARACTERISTICS OF
SERVICE

3. Heterogeneity.

It reflects the potential for high variability in service delivery. It also

provides a room for flexibility and customization. There is different
service performance due to different labor inputs and non-
standardization of delivery. Thus, the usage of conventional quality
standards is difficult.

4. Unable to Store

Many services cannot be stored to meet fluctuations in demand (e.g.

lecturer’s appointment time, a doctor’s time). Thus, organizations
need to develop system to manage supply and demand.
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4.3 CHARACTERISTICS OF
SERVICE

5. Durability

The public will keep on using services provided by the

public sector. However, the services may become obsolete
quickly through the change of customers’ demand and
technology. There is a need to create proficiency in new
service development.
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4.3 CHARACTERISTICS OF
SERVICE

6. Perishability

The duration of the service delivery which is possible in 2 ways :

a. Definite period - will not be performed if the customer

does not request and consume the service at the time given.
E.g. late for dental appointment, etc.

b. Vanish after the service has been consumed - E.g. if an

appointment with a lecturer is done, the same appointment
cannot be made again to the same customer (student) at the
same time, or if a test is done, the same test cannot be done
again to the same customer (students) at the same time.
 4.4 DIMENSIONS OF SERVICE
QUALITY

1. Reliability
2. Assurance
3. Tangibility
4. Empathy
5. Responsiveness
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4.4 DIMENSIONS OF SERVICE
QUALITY

1. Reliability
Ability to provide what was promised. It is about
dependability, accuracy and performance of the service
provided. Some organization make written promises
through Client Charter.

2. Assurance
knowledge and courtesy of employees and ability to
convey trust. The service provider needs to have the
competence (i.e. right skills and knowledge to perform),
courtesy (politeness), security (physically and
financially; free from danger and risk) and credibility
(trustworthiness, honesty). It is also about doing right
from the first time.
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4.4 DIMENSIONS OF SERVICE
QUALITY

3. Tangibility

It is about the physical facilities and appearance

of personnel. It deals with appearance of physical
elements, such as facilities, equipments,
personnel, and communication materials. For
instance, employees’ clean uniform, etc.
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4.4 DIMENSIONS OF SERVICE
QUALITY
4. Empathy

It is the degree of care and giving individual attention, as

regard to easy access (ease of approach), good
communication (keep the customers being informed) and
customer understanding (knowing the needs and
requirements of customers).

5. Responsiveness

It is the willingness to help and provide prompt service to

the customers. It is closely related to helpfulness and
promptness (i.e. fast service provided).
END OF TOPIC 4.0
 4.6 QUALITY IN SERVICES VS QUALITY
IN MANUFACTURING.
(FOR ADDITIONAL INFO –PAD252)

No Q in Services
1 Identification & Measurement of
Customer Needs
Customer needs and
performance standards are more
difficult to identify and measure.
2 Customization
Requires a higher degree of
customization, of which the
service provider must tailor to the
needs of individual customer.
(must personalize considering
age, race, religion, profession
etc..)
Q in Manufacturing
Customer needs and
performance standards of the
products produced can be easily
identified and measured.
No or does not always have
customization as the goal is
uniformed and standard provider
is the same throughout the
production.
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4.6 QUALITY IN SERVICES VS
QUALITY IN MANUFACTURING.

No Q in Services
3 Tangibility
Output is intangible and
assessed against customers’
subjectivity, expectations
and post experiences. If the
services provided are
against the needs of the
customers, the service
providers need to apologize
and/or pay a sum of
compensation.
Q in Manufacturing
Output is tangible and they
are assessed against certain
specification. If the products
fail to adhere to the
specification made, the
products need to be recalled
from the market or replaced.
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4.6 QUALITY IN SERVICES VS
QUALITY IN MANUFACTURING.
No Q in Services
4 Production & Consumption
Services are produced and
consumed simultaneously
because the services cannot
be stored, inspected or
inventoried prior to delivery.
5 Involvement of Customers
Customers are often involved
in actual process.
Q in Manufacturing
The goods are produced
according to the
consumption or demand in
the market. The goods can
be stored and inventoried if
necessary.
The process is involved
away from the customers.
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4.6 QUALITY IN SERVICES VS
QUALITY IN MANUFACTURING.

No Q in Services Q in Manufacturing
6 Labor vs Capital
More labor-intensive and More capital-intensive and
quality of human interactions more technology –oriented
are crucial. such as machines.

7 No. of Transaction
Handle large numbers of
transactions and more
opportunity for error because
it involves interactions
among humans.
Handles limited number for a
transactions and less
opportunity for errors unless
machine is malfunctioned.