Professional Documents
Culture Documents
WHAT IS SERVICE
QUALITY?
Meeting to the Need of Customer
The inclusion of all specified features and
Service Quality
Quality is conformance to requirements.
(Philips Crosby)
Customer
Service Quality
Measuring and improving quality is more
repaired
Intangible and temporary nature
First step
Improvement
Quality up
Second step
Improvement
Costs of
inspection &
testing
including
employee costs
Final Result
Dimensions of Service
Quality
Reliability: Consistency of performance and dependability
Perform promised service dependably and accurately.
provide service.
Dimensions of Service
Quality
Empathy: The caring and individual attention
provided to customers
SERVQUAL Model
Compares customer expectations with
Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Personal
needs
Expected
service
Perceived
service
Past
experience
16
QUALITY METRICS
Quality Metrics are basically defined for
Moments of Truth
Each customer contact is called a moment of
truth.
You have the ability to either satisfy or
6-19
Customer Satisfaction
GAP 5
Expectations
Customer /
Marketing Research
GAP 1
Communication
GAP 4
Understanding
the Customer
Management
Perceptions
of Customer
Expectations
Service
Delivery
Conformance
GAP 3
Conformance
6-20
Customer
Design GAP 2
Service
Standards
Service Design
Expect)
Management may not understand how customers formulate their
standards)
Management unable to formulate target level of service to meet
6-21
Setting goals and standardizing service delivery tasks can close the gap
Continued.
Gap 3: Conformance gap(Not delivering to service standards)
Actual delivery of service cannot meet the specifications set by
management
Lack of teamwork
Poor employee selection
Inadequate training
Inappropriate job design
performance)
Discrepancy between service delivery and external
communication
Exaggerated promises in advertising
Lack of information provided to contact personnel to give customers
6-22
Continued..
Gap
5:
Customer
perceptions gap
expectations
and
Behavioral
Intentions
Superior
Favorable
Remain
Behavior
Inferior
Unfavorable
Defect
+$
Ongoing
Revenue
Increased
Spending
Price
Premium
Financial
Referred
Consequences
Customers
-$
Decreased
Spending
Lost Customers
Costs to Attract
New Customers
followed?
Process: Is the sequence of events logical and
well coordinated? (Check lists, drill practices)
Structure: Are physical facilities and
organizational design adequate? (personnel +
equipment)
Doctors practice: X-ray, lab, ratio of nurses to
doctors)
25
customer
Police security
Health life expectancy, infant mortality
rate
Education literacy rate
Commerce number of items sold
26
Facilitating goods
Room furnishings like: bedside tables, carpet cleaning
Explicit services
Maids are trained to clean and make up rooms
Implicit services
Pleasant appearances of individuals at front office
6-27
after the consumption by which time we are too late to avoid service failure.
Instead, we try to focus on delivery process by employing SPC
6-28
Service
process
Resources
Take
corrective
action
Identify reason
for
nonconformance
6-29
Service
concept
Customer
output
Monitor
conformance to
requirements
Establish
measure of
performance
Cost of Quality
Improvement
1.Cost
Contd
2.Cost of Non-conformance :-The costs are for
Service Recovery
Disasters can be turned into loyal customers by proper
affected.
Substitute service allows rival firm to provide service but could lead
to loss of customer.
6-33