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