8 tqm_service quality
TRANSCRIPT
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Total Quality Management
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Service Quality
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Service Quality
Difference between customer expectations of serviceand perceived service
Most common method for measuringservice quality - SERVQUAL approach
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Model of Service Quality Gaps
ExpectedService
PerceivedService
Service delivery
Translation of perceptions into
service qualityspecifications
Managementperceptions of
consumer expectations
Externalcommunications to
customersGap1
Gap2
Gap3
Gap
4
Gap5
Customer
Company
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Knowledge Gap
ExpectedService
Managementperceptions of
consumer expectations
Gap1
Gap 1: Not knowing what customersexpectCustomer
Company
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Standards Gap
Translation of perceptions into
service qualityspecifications
Managementperceptions of
consumer expectations
Gap2
Gap 2: Not having the right servicedesigns and standards
Customer
Company
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Delivery Gap
Service delivery
Translation of perceptions into
service qualityspecifications
Gap3
Gap 3: Not delivering to servicestandards
Customer
Company
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Communication Gap
Service delivery Externalcommunications to
customers
Gap4
Gap 4: Not matching performance topromises
Customer
Company
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Customer Gap
Gap 5: Difference between customer expectations and perceptions
ExpectedService
PerceivedService
Gap5
Customer
Company
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Closing the Gaps
ExpectedService
PerceivedService
Service delivery
Translation of perceptions into
service qualityspecifications
Managementperceptions of
consumer expectations
Externalcommunications to
customersGap1
Gap2
Gap3
Gap4
Gap5
Customer
Company
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Closing Gap 1: Learn whatcustomers expect
Use research, complaint analysis, customerpanels
Increase direct interactions betweenmanagers and customers
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Closing Gap 2: Establish the rightservice quality standards
Top management commitment to providingservice quality
Set, communicate, and reinforce customer-
oriented service standards Establish challenging and realistic service quality
goals Train managers to be service quality leaders
Be receptive to new ways to deliver servicequality Standardise repetitive tasks Prioritise tasks
Measure performance of service standards androvide re ular feedback
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Closing Gap 3: Ensure that serviceperformance meets standards
Attract the best employees Select the right employees Develop and support employees
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Closing Gap 4: Ensure that servicedelivery matches promises
Seek input from operations personnel on whatcan be done
Seek input from employees on advertising In advertising, focus on service characteristics
that are important to customers Tiered service options
Offer different levels of service - user pays
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Dimensions of SERVQUALTangibles
Reliability
ResponsivenessAssurance
Empathy
Service Quality