Download - Quality perception in services
QUALITY????????????• Conformance to standards
• Conformance to specifications
• Service quality is a term which describes a comparison of expectations from service with its performance.
• The difference between what customers expect and what they perceive themselves to be receiving”.
• Improved service quality may increase economic competitiveness.
• 2 Types: Internal and External
Dimensions of Service QualityDimensions of Service Quality
Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day.
Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.
Dimensions of Service QualityDimensions of Service Quality
Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer.
Empathy: Ability to be approachable. Example: being a good listener.
Tangibles: Physical facilities and facilitating goods. Example: cleanliness.
Perceived Service QualityPerceived Service Quality
Word of mouth
Personal needs
Past experience
Expectedservice
Perceivedservice
Service Quality Dimensions
ReliabilityResponsiveness
AssuranceEmpathyTangibles
Service Quality Assessment1. Expectations exceeded ES<PS (Quality surprise)2. Expectations met ES~PS (Satisfactory quality)3. Expectations not met ES>PS (Unacceptable quality)
SERVICE QUALITY MODEL
• The service quality model or the ‘GAP model’ developed by a group of authors- Parasuraman, Zenithal and Berry at Texas and North Carolina in 1985 , highlights the main requirements for delivering high service quality.
• It identifies five ‘gaps’ that cause unsuccessful delivery.
• Customers generally have a tendency to compare the service they 'experience' with the service they 'expect' . If the experience does not match the expectation , there arises a gap.
Customer
Perceptions
Customer
Expectations
Service
Delivery
Service Standards
ManagementPerceptions of Customer Expectations
Managing the Evidence
Conformance Service Design
Understanding the Customer
Customer Satisfaction GAP 5
Customer / Marketing Research
GAP 1
Conformance GAP 3
Communication GAP 4
Design GAP 2
• GAP One: Management perception gap (The difference between expected service by customers and the management’s perceptions of consumer expectations)
• GAP Two: Quality specification gap (The difference between company perception of customer expectation and customer driven service designs and standards)
• GAP Three: Service delivery gap (The difference between customer-driven service designs and standards and service delivery)
• GAP Four: Market communication gap (The difference between service delivery and external communications to the customers)
• GAP Five: Perceived service quality gap (The gap between perceived service and expected service)
COMPONENTS OF SERVICE QUALITY
• TECHNICAL
• FUNCTIONAL
IMPROVING SERVQUAL AttributesIMPROVING SERVQUAL Attributes
Providing service as promised Dependability in handling
customers’ service problems Performing services right the
first time Providing services at the
promised time Maintaining error-free records
Keeping customers informed as to when services will be performed
Prompt service to customers Willingness to help
customers Readiness to respond to
customers’ requests
RELIABILITY
RESPONSIVENESS
Employees who instill confidence in customers
Making customers feel safe in their transactions
Employees who are consistently courteous
Employees who have the knowledge to answer customer questions
ASSURANCE
Giving customers individual attention Employees who deal with customers in
a caring fashion Having the customer’s best interest at
heart Employees who understand the needs
of their customers Convenient business hours
EMPATHY
TANGIBLES Modern equipment Visually appealing
facilities Employees who have
a neat, professional appearance
Visually appealing materials associated with the service
IMPROVING SERVICE IMPROVING SERVICE QUALITYQUALITY
Benchmarking• Firms position in relative to competitors• Best ways to improve competitive advantage• Areas for benchmarking are
1. Advertising
2. R&d
3. Distribution
4. Marketing
SERVICE BLUEPRINTING
• Breaking down the basic process and structure• Consists of various approaches• Value chain analysis• Story boarding
Process of blue printing
• Chart all components of a service
• Identification of fail points
• Quality targets for a service
• Identify all the evidence of service. Represent an encounter point
THANK YOU