Service quality

Service quality
• Transcendent view
• Product based approach
• User based approach
• Manufacturing based
• Value based
 Difference between Goods and
Service quality components
• Manufacturing based components/Goods

• Service based components/ Services

 Components of SERVQUAL
• Tangibles
• Responsiveness
• Empathy
• Reliability
• Assurance
Word of mouth Past Exp. Personal needs

Customer needs
And expectations

Knowledge Gap
Management
definition of these
needs

Standards Gap
Translation into Internal Communication Gap
Service design/
Specs.

Delivery Gap

Execution of Advertising and

Design/ Specs. Sales promotion

Perception Gap Interpretation Gap

Customer perceptions Customer
Of execution interpretation

Service Gap
 Strategies to remove Gaps
1. Knowledge gap:
– Understand customer expectations
– Improve communication between frontline staff and
management

2. Standards gap:
– Set, communicate, and reinforce customer-oriented
service standards for all work units
– Reward managers and employees
3. Delivery gap:
– Clarify employee roles
– Train employees
– Develop good reward system

4. Internal communications gap:

– Involve frontline employees in proposed advertising campaigns
– Ensure that communications sets realistic customer
expectations
5. Perceptions gap:
– Keep customers informed during service delivery and
debrief after delivery
– Provide physical evidence

6. Interpretation gap:
– Present communication materials to a sample of
customers in advance of publication

7. Service gap:
 Measuring service quality
• Hard measures
• Soft measures
 FedEx- service quality
measures
Service Quality Index

Failure type Weighting factor X No. of incidences

• Late delivery- right day 2 15

• Late delivery- wrong day 5 7
• Tracing requests unanswered 3 12
• Missed pickups 3 8
• Lost packages 10 2
 Control Chart for Departure
Delays
% Flights Departing Within
15 Minutes of Schedule

100%

90%

80%

70%

60%

J F M A M J J A S O N D

Month
Finding the root causes-
Fishbone diagram
 Cause-and-Effect Chart for Flight Departure
Delays

Facilities, Frontstage Procedures

Front-Stage Procedures
Equipment Personnel
Personnel

Gate agents Delayed check-in

Aircraft late to
cannot process procedure
Arrive late gate
Oversized fast enough
Acceptance of late
bags Mechanical passengers
Customers
Customers Failures Late/unavailable
airline crew
Delayed
Departures

Late food
service Poor announcement of
Other Causes Late cabin departures
Weather Late baggage cleaners
Air traffic Weight and balance
Late fuel
sheet late

Materials,
Materials, Backstage Information
Supplies
Supplies Personnel
 Improving SERVQUAL through
Service Process Control

Customer
input Service
concept

Service Customer
Resources output
process

Take Monitor Establish

corrective conformance to measure of
action requirements performance

Identify reason
for
nonconformance