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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Objective quality and customer satisfaction

Objective quality and customer satisfaction

BEST CIG

Berlin 2007-10-02


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


Count1

Count.


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


Critical incidents

Critical incidents


Critical incidents and satisfaction

Critical incidents and satisfaction


Critial incidents attributes and satisfaction

Critial incidents, attributes and satisfaction


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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