Objective quality and customer satisfaction
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Objective quality and customer satisfaction. BEST CIG Berlin 2007-10-02. The CIG. Participants: Oslo Sporveier Helsinki City Transport Stockholm Transport SAMOT research center, Karlstad. Questions in the CIG. How is PT satisfaction related to actual PT quality?

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Presentation Transcript

The cig
The CIG

  • Participants:

    • Oslo Sporveier

    • Helsinki City Transport

    • Stockholm Transport

    • SAMOT research center, Karlstad


Questions in the cig
Questions in the CIG

  • How is PT satisfaction related to actual PT quality?

    • What do people judge when they judge satisfaction?

      • What else than objective quality?

      • And how do they do it?

    • Implications for how to collect, interpret and use customer data


Activities in the cig
Activities in the CIG

  • After the kick-off in Copenhagen

    • Meetings in Helsinki and Oslo

    • Discussion of practices, measurement systems and results (see BEST web page)

    • Experiences, problems and solutions

    • Begun work with a CIG report


A summary complex picture of public transport satisfaction

Objective

+

a

quality, current

+

c

journey

Customer

The customer's

perception of journey

+

satisfaction,

b

quality relative to

+

e

expectations

d

+

+/

Customer journey

g

f

quality expectations

Customer

satisfaction,

previous journeys

"External

noise"

A summary complex picture of public transport satisfaction


Examples of insights and conclusions so far
Examples of insights and conclusions so far

  • Impact of expectations

    • History/previous experience

    • Media/reputation

  • Methods of data collection and analysis

    • Customer surveys

    • Customer complaints

  • How to interpret the result

    • And how to use them


Oslo what is behind the satisfaction data
Oslo – What is behind the satisfaction data

  • Interview follow-up of onboard survey of journey satisfaction

  • The scale

    • In general: 1-2 are used when the respondent is dissatisfied, 3-5 is used when the customer is satisfied.

  • The responses: not only performance

    • Previous experience

    • Expectations


Count
Count.

  • Previous experiences influences

    • This influences the answers adversely, not positively.

  • Examples:

    • Punctuality: "The tram was on time, I could have given a top score. Still, in the back of my mind were all the delays lately, so I gave a poorer score."

    • Cleanliness: "In general, the metro is always dirty, people are spitting and putting their feet on the seat. Giving a top score is impossible".


Helsinki quality and compalints
Helsinki – Quality and compalints

  • Customer complaints and satisfaction

    • Computerized system for analysing customer complaints

      • Content analysis/conceptual mapping

      • Quantifications and linkage to satisfaction measures

    • Complaint data reveals the causes of (dis-)satisfaction

      • Immediate reaction of service problems



Discussion issues
Discussion issues

  • Satisfaction in times of change

    • Internal/external changes

    • Positive/negative changes

  • Why satisfaction measures?

    • Quality control

    • Follow up of operators/incentives

    • Effects of improvements

    • Input to strategic decisions


Discussion issues count
Discussion issues (count)

  • Methodological aspects

    • Data sources

    • Instruments

    • Scales

    • Samples

  • Additional forces

    • Affective dimensions

    • Impact of culture

    • Media/reputation





The kano model of quality attributes

Customer satisfaction

”Delights” (attractors)

High

Traditional one-dimensional attributes

Objective quality

High

Low

”Must be” (hygene factors)

Low

The Kano-model of quality attributes


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