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Project On Service Quality of
Project On Service Quality of
SERVICE
QUALITY OF
Type Private (Limited liability)
Founded 1970 (Incorporation: 1989)
qEfficiency qAssurance
q q
qTangible qTrust
q q
qEmpathy qReliability
q
qResponsiveness
Relative
Importance of
Service
qReliability 32 %
qTangibles 11 %
qResponsiveness 22 %
qEmpathy 16 %
qAssurance 19 %
16
Determinants
Dimensions of Service
Word of Personal Past
Quality Mouth Needs Experience
1. Access
2. Communication
3. Competence
4. Courtesy External
5. Credibility Expected Communication
Service to Customers
6. Reliability
7. Responsiveness
8. Security Service Perceived
9. Tangibles Quality Service
Gap Quality
10 .
Understanding / Knowing
the Customer
Perceive
d
Service
17
Nature of Service
Expectations
Level Customers
Desired Believe Can and Should Be
Delivered
Service
Zone
of
Tolerance
Minimum Level
Adequate Customers Are Willing
to Accept
Service
18
The Two Levels of
Expectations Imply
Two
Corresponding
Measures of GAP 5 :
Measure of Service Perceived Adequate
Adequacy ( MSA ) = Service - Service
19
Technology ’ s Role
Serving Customers
Company
Internal External
Marketing
` Marketing
Te ch no lo gy
Employees Customers
Interactive
Marketing
20
PROCESS MODEL FOR CONTINUOUS MEASUREMENT AND
IMPROVEMENT OF SERVICE QUALITY
NO
DO YOU HAVE AN ACCURATE NO TAKE CORRECTIVE ACTION
UNDERSTANDING OF
CUSTOMERS ’ EXPECTATIONS?
YES
YES
YES
NO
IS THE INFORMATION TAKE CORRECTIVE ACTION
COMMUNICATED TO CUSTOMERS
ABOUT YOUR OFFERINGS ACCURATE?
YES
21
Conceptual
Model for
Understandin
g
Customer
Fulfillm
ent
Gap
Customer
Customer Purchase/
Web site Perceived Perceived
Web site Repurchas
Requirement e-SQ Value
Experiences e
s
Company Informa
tion
Gap
Management’
Design and s
Marketing
Operation Beliefs
of the
of the about
Web site
Web site Customer
Requirements
Communi
Design
cation
Gap
Gap
Customer
satisfaction
üVirgin Unite
üVirgin Green Fund
üVirgin Earth Challenge,
save the earth
To w a rd s
E m p lo y e e s
“Staff first,
Then Customers and
Shareholders”
“Strength through Unity.”
Waste
Management
•
üRecycling – IT equipment and
mobile phones
ü
üSustainable Printing
•
“ W E H ATE
W A STE”
TECHNOLOGY
&
VIRGIN
V IR G IN C O N N E C T
- WIMAX NETWORK
C O V E R IN G 2 0 C IT IE S
VIRGIN LAUNCHES
ONLINE MUSIC
SERVICE
VIRGIN MOBILE IN SOUTH
AFRICA, INTRODUCED
'PER SECOND' BILLING
Virgin Retail Saves
8.5 Hours a Week in
Each Store With
stock-control
solution
Virgin Megastores
Opens Music and
Video Vault to
Customers With
THINKH A T K E
COMPANIES
“ Wallpap
er
awards
Virgin
Atlantic
with
world's
Fastest
Airport
Check
In ”
“ Virgin
Blue is
named
2008 Asia
Pacific
Low Cost
Airline
Of The
Year ”
“ The
Institut
e of
Customer
Service
names
Virgin
Trains
as Best
Train
Operator
”
Virgin Atlantic Airways Case
Case Objectives
• To integrate the concepts of
services marketing as a
capstone to the course.
• To examine the themes of
service quality, innovation,
public relations and
pricing as they relate to
success in a service.
• To demonstrate the delivery
of customer value.
• To illustrate service
positioning as a
competitive strategy.
Attributes and Dimensions of
Customer Value
Offered by VAA
• Value for Money D y n a m ic
• Innovation Tre n d y
F u n
• Non Conformist Service
D a v id a g a in st G o lia th
• Alternative to BA
Quality
L ife S ty le
• Entertainment P e rso n a l
Entertainment
L o w P rice
Fun
• Cheapest Deal
C o n v e n ie n ce
• Young
F rie n d ly
Innovation
• Richard Branson’s In fo rm a l
Airline
• Service
VAA’s Weaknesses
• ECONOMIC • DEPENDENCE
VULNERABILI ON BRANSON
TY – Value of VAA
without
– High break-even
Branson?
point
– Real value of
– Lack of economies
Virgin brand?
of scope
– Capital
VAA Possible Actions
• PRESERVE AND
IMPROVE
CURRENT
STRENGTHS
– Innovation
– Service quality
– Fun
– Staff motivation
– Punctuality
– Fleet renewal
– Expand Virgin
Freeway
AA Possible Actions
Action
YO U !
THANK YOU ! THANK YOU !
THANK YOU !