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SERVICE QUALITY

SERVICE QUALITY. Presented by: Faisal Hayat and Muhammad Zia R.#: 01, 04 BS.c (Hons.) Food Science & Technology Institute Of Food Science & Nutrition University Of Sargodha, Sargodha. CONTENTS. Definition of quality Definition of service Definition of service quality

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SERVICE QUALITY

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  1. SERVICE QUALITY Presented by: Faisal Hayat and Muhammad Zia R.#: 01, 04 BS.c (Hons.) Food Science & Technology Institute Of Food Science & Nutrition University Of Sargodha, Sargodha

  2. CONTENTS • Definition of quality • Definition of service • Definition of service quality • Definition of service quality management • Customer’s requirements • Factors influencing customers satisfaction • Types of customers • Ten service quality principle • Objective of service quality

  3. CONTENTS…continue • Dimensions of service quality • Universal processes of service quality • Ultimate purpose of service quality • Service quality assessment • Difference between(bad service, good service and excellent service) • Service quality gap • Service quality gap model • Classification of service failure • Service quality recovery • Service quality inspection

  4. QUALITY? • Definition • The processes by which the products and services are made or offered throughout an organization, in order to improve the products and services which are sold to customers • Voice of customers

  5. SERVICE? • Intangible commodity Service Ability to provide a level of care to customers which meets or exceeds their expectation • It involves their • Needs and • Demands

  6. SERVICE QUALITY? Service quality Customer’s judgment of overall excellence of the service provided in relation to the quality that was expected • Perception • It is the way a person interprets reality or quality

  7. SERVICE QUALITY MANAGEMENT • Definition “Continuously meeting agreed customer requirements at the lowest cost, by releasing the potential of all employees.”

  8. CUSTOMER REQUIREMENTS • Speed of delivery • Conformance to specifications • Reliability of service • Responsiveness to queries • Low Cost • Consistency of product and service

  9. Factors Influencing Customer Satisfaction • Product quality • Service quality • Price • Specific product features • Personal factors • Situational factors

  10. TYPES OF CUSTOMERS • Two types • 1. External customers • Outside of organization • 2. Internal customers • Within the organization

  11. SERVICE QUALITY PRINCIPLES • Customer focus • Leadership • Involement of people • Process approach • System approach to management • Approach to decision making • Mutual beneficial suppliar relationship • Continual improvement

  12. DIMENSIONS OF SERVICE QUALITY Reliability Responsiveness Service Quality Assurance Empathy Tangibles

  13. DIMENSIONS OF SERVICE QUALITY • Reliability • Dependability • Accuracy • Provide services at promised time dependably and accurately • Perform services right the first time Example: receive mail at same time each day Get it right the first time!

  14. DIMENSIONS OF SERVICE QUALITY • Responsiveness • Promptness • Helpfulness • Willingness to help customers promptly • Readiness to respond to customer’s request Example: avoid keeping customer’s waiting. and on time!

  15. DIMENSIONS OF SERVICE QUALITY • Assurance • Credibility • Security • Ability to convey trust and confidence • Give a feeling that customers best interest is in your heart Example: being polite and showing respect for customer I feel safe

  16. DIMENSIONS OF SERVICE QUALITY • Empathy • Good communication • Customer understanding • Personalised attention • Ability to be approachable, caring, understanding and relating with customer needs Example: being a good listener They listen to me

  17. DIMENSIONS OF SERVICE QUALITY • Tangibles • Physical evidence • Appearance of physical facilities, Equipment and communication material. Example: cleanliness of employee People look smart

  18. Relative Importance of Service Dimensions When Respondents Allocate 100 Points RELIABILITY 32% TANGIBLES 11% RESPONSIVENESS 22% EMPATHY 16% ASSURANCE 19%

  19. UNIVERSAL PROCESSES OF SERVICE QUALITY • Service quality planning • Setting goals for customer delivery • Service quality control • Controlling service flows by measuring for success • Service quality management • Involving the employees • Service quality improvement • Consistent improvement of service/product

  20. PURPOSE OF SERVICE QUALITY ImprovedCustomerRetention ImprovedServicePerformance ImprovedCustomerSatisfaction IncreasedMarket Share IncreasedProfitability

  21. OBJECTIVES OF SERVICE QUALITY • To meet assessed needs • To concentrate on service users • To work for the complete dignity & wellbeing of service users. • To ensure that we are fit to provide service.  • To provide the highest quality comprehensive service to all customers • To work with customers to enhance the quality of their daily life

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

  23. DIFFERENCE BETWEEN ……… Bad service Unacceptable quality Good service Satisfactory quality Excellent service Surprise Quality

  24. Bad Service Bad Service is when customer gets treatment which is less than his/her expectations ES>PS (Unacceptable service quality) Customer Expectation What Customer receives

  25. Good Service Good service is when the customer gets treatment that meets his/her expectations ES~PS (Satisfactory service quality) Customer Expectation What Customer receives

  26. Excellent Service When the customer gets a little more than what he/she expected, Good Service becomes Excellent Service ES<PS (Quality surprise) + Customer Expectation What Customer receives

  27. DETERMINANTS OF PERCEIVED SERVICE QUALITY Word of Mouth Personal Needs Past Experience Dimensions of service quality 1. Access 2. Communication 3. Competence 4. Courtesy 5. Credibility 6. Reliability 7. Responsiveness 8. Security 9. Tangibles 10. Understanding/knowing the customer External Communication to Customers Expected Service Perceived Service Quality Service Quality Gap Perceived Service

  28. SERVICE QUALITY GAP MODEL GAP model is a tool to diagnose problems in service design and delivery. Service gap is the most critical

  29. GAP1: MARKET RESEARCH GAP Reasons for provider gap I Customer’s expectations • Inadequate marketing research orientation • Lack of upward communication • Insufficient relationship focus • Inadequate service recovery Company’s perceptions of customer expectations

  30. SOLUTION OF GAP 1 • Learn what customers expect • Increase direct interactions between managers and customers • Improve upward communications • Act on information and insights • Improve market research • Reduce the number of levels of management that distance the customer listen to customers

  31. GAP 2: DESIGN GAP Reasons for provider gap 2 Translation of perceptions into service quality specifications • Poor service design • Absence of customer-defined service standards • Inappropriate physical evidence and services • Inadequate standardization of tasks Management perceptions of customer expectations

  32. SOLUTION OF GAP 2 • Establish the right service quality standards • Top management commitment to providing service quality • Establish challenging and realistic service quality goals • Train managers to be service quality leaders • Develop new ways to deliver service quality • Measure performance of service standards and provide regular feedback • Setting goals and standardizing service delivery tasks Service quality award

  33. GAP 3: CONFORMANCE GAP Reasons for provider gap 3 Customer-driven service designs and standards • Poor human resource policies • Lack of teamwork • Poor employee • Poor technology • Failure to match supply and demand • Problems with service Service delivery

  34. SOLUTION OF GAP 3 • Actual delivery of service cannot meet the specifications set by management • Ensure that service performance meets standards • Attract the best employees • Select the right employees • Develop and support employees • Train employees • Provide appropriate technology & equipment • Encourage and build teamwork • Internal marketing Can I take your order?

  35. SOLUTION OF GAP 3…continue • Retain good employees • Measure and reward service quality achievements • Develop equitable and simple reward systems You are a Star Service Provider

  36. GAP 4: COMMUNICATION GAP Reasons for provider gap 4 External communications to consumers • Lack of integration of marketing communications • Inadequate management of customer expectations • Overpromising • Inadequate communications Service delivery

  37. SOLUTION OF GAP 4 • Ensure that delivery matches promises • Lack of information provided by contact personnel • Gain communications between sales, operations and customers • Internal marketing programs • In advertising, focus on service characteristics that are important to customers • Reality’ advertising • Real employees, real customers, real situations Why do we always have to wait?

  38. GAP 5: CUSTOMER EXPECTATIONS AND PERCEPTIONS GAP Reasons for provider gap 5 Customer expectations • Not knowing what customers expect • Not selecting the right service standards and designs • Not delivering to service standards • Not matching performance to promised Customer perceptions

  39. SOLUTION OF GAP 5 • Customer satisfaction is difficult but not impossible • Surveys of customers • Resolve customer complaints • Employee surveys • Focus on a special groups of customers • Competitive market surveys – benchmark • Try to measure the gap between expected service and perceived service • Customer satisfaction depends on minimizing the four gaps that are associated with service delivery

  40. Server Errors Doing work incorrectly Doing work not required Doing work in the wrong order Doing work too slowly Failure to listen to customer Failure to react appropriately Failure to clean facilities Failure to wear clean uniform Customer Errors Failure to understand role Failure to engage in correct service Failure to remember steps in process Failure to follow system flow Failure to follow instructions Failure to learn from experience Failure to adjust expectations CLASSIFICATION OF SERVICE FAILURES

  41. SERVICE QUALITY RECOVERY • Disasters can be turned into loyal customers by proper and rapid service recovery • Frontline workers, therefore, need to be properly trained • Measure the costs • Break the silence and listen closely for complaints • Act fast • Empower the front line • Train employees

  42. SERVICE QUALITY INSPECTION • Opinion surveys- about quality of service • 100 percent inspection - every unit is checked • First article inspection- usually after the process is set up • Acceptance sampling- based on statistical sampling table, a random or stratified sample from a larger lot • If the sample is within the acceptable quality level, the lot passes inspection

  43. THANKS

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