Professional Documents
Culture Documents
Service Quality
Service Quality
Learning Objectives
Describe
Moments of Truth
Each
You
Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Personal
needs
Expected
service
Perceived
service
Past
experience
Service
Quality Gap Model
Customer
Customer
Perceptions
Managing the
Evidence
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
Design GAP 2
Conformance
Service
Standards
Service Design
Customer Errors
Preparation:
Failure to bring necessary
materials
Encounter:
Failure to follow system flow
Resolution:
Failure to signal service
failure
House of Quality
Relationships
Strong
Medium
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Capacity
Attitude
Training
Customer Expectations
9
9
Equipment
*
Servic e Elements
Im
po
rta
nc
e
3
o
o
o
+ Volvo Dealer
1 2 3 4 5
+ o
o
Weighted score
+
Comparison with Volvo Dealer
127 82
4
Weak
Informatiion
Relati ve
63 102
1
65
2
o
o
of Quality (Juran)
Service
Process Control
Statistical
Unconditional
Service Guarantee
Detection costs
Process control
Peer review
Supervision
Customer comment card
Inspection
Prevention costs
Quality planning
Training program
Quality audits
Data acquisition and analysis
Recruitment and selection
Supplier evaluation
Service
process
Resources
Take
corrective
action
Identify reason
for
nonconformance
Service
concept
Customer
output
Monitor
conformance to
requirements
Establish
measure of
performance
Percentage of flights on
tim e
90
80
70
60
1998
p (1 p
UCL p 3
n
1999
p (1 p
LCL p 3
n
(L.L. Bean)
Easy to understand and communicate
(Bennigans)
Meaningful (Dominos Pizza)
Easy to invoke (Cititravel)
Easy to collect (Manpower)
Customer Satisfaction
All
Customer
Giving
The average business only hears from 4% of their customers who are
dissatisfied with their products or services. Of the 96% who do not bother
to complain, 25% of them have serious problems.
The 4% complainers are more likely to stay with the supplier than are the
96% non-complainers.
A customer who has had a problem resolved by a company will tell about
5 people about their situation.
Walk-Through-Audit
Service
Severity
Of
Failure
Service
Failure
Occurs
Patronage
Perceived
Service
Quality
Psychological
-empathy
-apology
Provider
Aware of
Failure
Service
Recovery
Expectations
Customer
Loyalty
Service
Guarantee
Pre-recovery Phase
Tangible
-fair fix
-value add
Fair
Restitution
Service
Recovery
Speed of
Recovery
Psychological
-apology
-show interest
Frontline
Discretion
Follow-up
Service
Recovery
Loyalty
Satisfaction
Retention
Tangible
-small token
Follow-up Phase
Interactive Exercise
The class breaks into small groups. Each
group identifies the worst service
experience and the best service experience
that any member has had. Return to class
and discuss what has been learned about
service quality.
3.
4.
2.
3.