Week 10 - Designing Quality Service (Ch.8)

1. Week 10 - Designing Quality Service (Ch.8) Service vs. Manufacturing, Customer wants, SERVQUAL, Customer benefits, Globalization, Supply chain in service operations SJSU Bus. 142 - David Bentley

2. Topics –(1) SJSU Bus. 142 - David Bentley

3. Topics –(2) SJSU Bus. 142 - David Bentley

4. Manufacturing vs. “Service” SJSU Bus. 142 - David Bentley

5. Employment by Economic SectorAdapted from: Metters, Service Operations Management, 2003 SJSU Bus. 142 - David Bentley

6. Key Differences SJSU Bus. 142 - David Bentley

7. Quality Issue Differences SJSU Bus. 142 - David Bentley

8. Similarity of Quality Issues SJSU Bus. 142 - David Bentley

9. Tangibles Service Reliability Responsiveness Assurance Empathy What do customers want? Availability Professionalism Timeliness Completeness Pleasantness Dimensions of Quality (Service)(Parasuraman, Zeithamel, and Berry) SJSU Bus. 142 - David Bentley

10. SERVQUAL SJSU Bus. 142 - David Bentley

11. SERVQUAL Survey SJSU Bus. 142 - David Bentley

12. Gap Analysis (see Fig. 8-4) • The SERVQUAL survey is useful for gap analysis Gaps in communication and understanding between the provider employees and the customer have a serious effect on customer perceptions of quality SJSU Bus. 142 - David Bentley

13. Gaps • Gap 1: Managementperceptions of customer exceptions and expected service • Gap 2: Service quality specifications and managers perceptions of customer expectations • Gap 3: Service delivery and service quality expectations • Gap 4: Service delivery and externalcommunications to customers • GAP 5: Expected service and perceived service • Key is to close gaps 1-4 first SJSU Bus. 142 - David Bentley

14. Map of Strengths & Weaknesses (Example 8.1) SJSU Bus. 142 - David Bentley

15. Designing and improving the services transaction • One way to improve perceptions of quality is … Improve the process of delivery through: • Blueprinting • Moment of truth concept • Poka-yoke SJSU Bus. 142 - David Bentley

16. Services Blueprinting SJSU Bus. 142 - David Bentley

17. “Moments of Truth” SJSU Bus. 142 - David Bentley

18. Poka-Yoke SJSU Bus. 142 - David Bentley

19. Poka-Yoke SJSU Bus. 142 - David Bentley

20. Poka-Yoke(Mistake-Proofing) • Developed by Shigeo Shingo • An approach for mistake-proofing processes using automatic devices or methods to avoid simple human or machine error, such as forgetfulness, misunderstanding, errors in identification, lack of experience, absentmindedness, delays, or malfunctions SJSU Bus. 142 - David Bentley

21. Poka-Yoke Examples (from John Grout’s Poka-Yoke Page)(refer to www.campbell.berry.edu/pokayoke) mod. 09/15/02 DAB SJSU Bus. 142 - David Bentley

22. Customer Benefits Package SJSU Bus. 142 - David Bentley

23. Customer Benefits Package • Objectives • Make sure the final CBP attributes you are using are the correct ones • Evaluate the relative importance of each attribute in the customers mind • Evaluate each attribute in terms of process and service encounter capability • Figure out how to best segment the market and position CBPs in each market • Avoid CBP duplication and proliferation SJSU Bus. 142 - David Bentley

24. The Globalization of Services SJSU Bus. 142 - David Bentley

25. Improving Customer Service in Government SJSU Bus. 142 - David Bentley

26. Change driven by… • People want and desire to do good work • Quality management is associated with improved employee satisfaction • Government leaders are mandating standards, strategic plans and new levels of performance • Demand for government services is growing at a faster rate than funding for them • Threat of privation in government has led to an improvement in service SJSU Bus. 142 - David Bentley

27. Quality in Health Care SJSU Bus. 142 - David Bentley

28. A Theory for Service Quality Management(Sampson) SJSU Bus. 142 - David Bentley

29. Strategic Quality PlanningDesigning Quality Service Summary SJSU Bus. 142 - David Bentley