7/30/2019 SMGT

1/16

7/30/2019 SMGT

2/16

QUALITY????????????

Conformance to standards

Conformance to specifications

Service quality is a term whichdescribes a comparison of

expectations from service with its

performance.

Improved service quality may increaseeconomic competitiveness.

2 Types: Internal and External

7/30/2019 SMGT

3/16

Dimensions 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.

7/30/2019 SMGT

4/16

Dimensions 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.

7/30/2019 SMGT

5/16

Perceived Service

Quality

Word of

mouth

Personal

needs

Past

experience

Expected

service

Perceived

service

Service QualityDimensions

Reliability

Responsiveness

Assurance

EmpathyTangibles

Service Quality Assessment1. Expectations exceeded

ESPS (Unacceptable quality)

7/30/2019 SMGT

6/16

SERVICE QUALITY MODEL

The service quality model or the GAP modeldeveloped by a group of authors-Parasuraman, Zenithal and Berry at Texasand North Carolina in 1985 , highlights the

main requirements for delivering high servicequality.

It identifies five gaps that causeunsuccessful delivery.

Customers generally have a tendency tocompare the service they 'experience' withthe service they 'expect' . If the experiencedoes not match the expectation , there

arises a gap.

7/30/2019 SMGT

7/16

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

ConformanceGAP 3

Communication

GAP 4

Design GAP 2

7/30/2019 SMGT

8/16

GAP One: Management perception gap

(The difference between expected

service by customers and themanagements 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

7/30/2019 SMGT

9/16

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)

7/30/2019 SMGT

10/16

COMPONENTS OF SERVICE

QUALITY

TECHNICAL

FUNCTIONAL

7/30/2019 SMGT

11/16

IMPROVING SERVQUAL Attributes

Providing service as promised

Dependability in handlingcustomers service problems

Performing services right thefirst time

Providing services at thepromised time

Maintaining error-free records

Keeping customers informedas to when services will beperformed

Prompt service to customers

Willingness to helpcustomers

Readiness to respond tocustomers requests

RELIABILITY

RESPONSIVENESS

Employees who instill confidencein customers

Making customers feel safe in theirtransactions

Employees who are consistentlycourteous

Employees who have theknowledge to answer customerquestions

ASSURANCE

Giving customers individual attention

Employees who deal with customers ina caring fashion

Having the customers best interest atheart

Employees who understand the needsof their customers

Convenient business hours

EMPATHY

7/30/2019 SMGT

12/16

TANGIBLES

Modern equipment

Visually appealingfacilities

Employees who havea neat, professional

appearance Visually appealing

materials associatedwith the service

7/30/2019 SMGT

13/16

IMPROVING SERVICE

QUALITY

Benchmarking Firms position in relative to competitors

Best ways to improve competitive advantage

Areas for benchmarking are1. Advertising

2. Sales

3. R&d

4. Products5. Distribution

6. Distribution

7. Marketing

8. Organization

7/30/2019 SMGT

14/16

SERVICE BLUEPRINTING

Breaking down the basic process and structure

Consists of various approaches

Cycle of service analysis

Value chain analysis

Story boarding

7/30/2019 SMGT

15/16

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

7/30/2019 SMGT

16/16

THANK YOU