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Service Quality

Service Quality. Dimensions of Service Quality. Reliability : Perform promised service dependably and accurately. Example : receive mail at same time each day. Responsiveness : Willingness to help customers promptly. Example : avoid keeping customers waiting for no apparent reason. .

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Service Quality

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  1. Service Quality

  2. Dimensions of Service Quality • Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day. • Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.

  3. Dimensions of Service Quality • Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. • Empathy: Ability to be approachable. Example: being a good listener. • Tangibles: Physical facilities and facilitating goods. Example: cleanliness.

  4. Word of mouth Personal needs Past experience Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles Service Quality Assessment 1. Expectations exceeded ES<PS (Quality surprise) 2. Expectations met ES~PS (Satisfactory quality) 3. Expectations not met ES>PS (Unacceptable quality) Expected service Perceived service Perceived Service Quality

  5. Service Quality Gap Model

  6. Quality Service by Design • Quality in the Service Package Budget Hotel example • Taguchi Methods (Robustness) Notifying maids of rooms for cleaning • Poka-yoke (fail-safing) Height bar at amusement park • Quality Function Deployment House of Quality

  7. Server Errors Task: Doing work incorrectly Treatment: Failure to listen to customer Tangible: Failure to wear clean uniform Customer Errors Preparation: Failure to bring necessary materials Encounter: Failure to follow system flow Resolution: Failure to signal service failure Classification of Service Failureswith Poka-Yoke Opportunities

  8. House of Quality

  9. Achieving Service Quality • Cost of Quality (Juran) • Service Process Control • Statistical Process Control (Deming) • Unconditional Service Guarantee • Walk-through-Audit

  10. Costs of Service Quality(Bank Example)

  11. Customer input Service concept Customer output Resources Service process Take corrective action Monitor conformance to requirements Establish measure of performance Identify reason for nonconformance Service Process Control

  12. expected Lower Control Limit 1998 1999 Control Chart of Departure Delays

  13. Unconditional Service Guarantee: Customer View • Unconditional (L.L. Bean) • Easy to understand and communicate (Bennigan’s) • Meaningful (Domino’s Pizza) • Easy to invoke (Cititravel) • Easy to collect (Manpower)

  14. Unconditional Service Guarantee: Management View • Focuses on customers (British Airways) • Sets clear standards (FedEx) • Guarantees feedback (Manpower) • Promotes an understanding of the service delivery system (Bug Killer) • Builds customer loyalty by making expectations explicit

  15. Walk-Through-Audit • Service delivery system should conform to customer expectations. • Customer impression of service influenced by use of all senses. • Service managers lose sensitivity due to familiarity. • Need detailed service audit from a customer’s perspective.

  16. Service Recovery Framework

  17. Approaches to Service Recovery • Case-by-caseaddresses each customer’s complaint individually but could lead to perception of unfairness. • Systematic response uses a protocol to handle complaints but needs prior identification of critical failure points and continuous updating. • Early intervention attempts to fix problem before the customer is affected. • Substitute service allows rival firm to provide service but could lead to loss of customer.

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