maintaining service quality
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Maintaining Service Quality
Price vs. value
• Its not only about price, its about value.
Why Bother Striving for Service Excellence?
Excellent service is a profit strategy because it results
in:
• More new customers• More business with existing customers, fewer lost
customers • More insulation from price competition - excellent
businesses can charge a premium price• Fewer mistakes requiring the re-performance of services.
Service Quality
• “A comparison of expectations with performance”• Satisfaction= f (Perception)
Customer Perceptions of Service Quality and Customer Satisfaction
ServiceQuality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
ProductQuality
PricePersonalFactors
CustomerSatisfaction
SituationalFactors
Two Approaches
• Reactive approach• Proactive approach
Reactive Approach
• Planning after results• Measures taken hoping for a better future• Example: post transaction surveys, complaint analysis,
control charts.
Proactive Approach
• Entails actively reaching out to customers and trying to gather their feedback on service quality and suggested areas of improvement.
• Example: Gap analysis, Staff training, Questionnaire, Surveys , Feedbacks, fish bone chart, pareto charts, blueprinting.
Where are we now?Where are we now?
Current Service Quality
Current Service Quality
ServiceExcellence
ServiceExcellence
Where do we want to be?
Where do we want to be?
Defining Service Goals
Defining Service Goals
How will we get there?How will we get there?
Action PlanningAction
Planning
How will we know we are getting there?
How will we know we are getting there?
Measuring Service Quality
Measuring Service Quality
Gap analysis
Past ExperiencePersonal Needs
Expected Service
Perceived Service
Service Delivery External communication to consumers
Word-of-mouthCommunication
Converting perceptions into service quality specifications
Management perceptions of consumer expectations
GAP 5
GAP 2
GAP 3
GAP 4
GAP 1
Marketer
Service Provider
Service Quality Gaps
Service Quality Ring
……???......
• Why is promising a service quality so difficult?• How can we measure the service quality?