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Service Quality. Chapter 6. Dimensions of Service Quality. Reliability Responsiveness Assurance Empathy Tangibles. Reliability. Service is accomplished: On time In the same manner (consistently) Without errors. Responsiveness.

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Presentation Transcript
dimensions of service quality
Dimensions of Service Quality
  • Reliability
  • Responsiveness
  • Assurance
  • Empathy
  • Tangibles
reliability
Reliability
  • Service is accomplished:
    • On time
    • In the same manner (consistently)
    • Without errors
responsiveness
Responsiveness
  • Willingness of employees to help customers and to provide prompt service
assurance
Assurance
  • Knowledge and courtesy of employee
  • Ability of the employee to convey trust and confidence
empathy
Empathy
  • Provision of caring and individualized attention to the customer
tangibles
Tangibles
  • Appearance of the physical facility
  • Appearance of employees
  • Appearance of communication materials
service quality1
Service Quality
  • For services, the assessment of quality is made during the service delivery process.
  • Customer satisfaction can be measured as the difference between the customer’s service expectation and the service actually received.
gaps in service quality
Gaps in Service Quality
  • Measuring the gap between expected service and perceived service is a routine customer feedback process practiced by many companies
servqual instrument
SERVQUAL Instrument
  • Developed by Uttarayan Bagchi at University of Texas at Austin
  • Measures the five dimensions of service quality
  • How it works:
    • Customer expectations are measured
    • Customer perceptions are measured
    • Difference is calculated
designing quality into a service
Designing Quality into A Service
  • Taguchi Methods
  • Poka-Yoke (Failsafing)
  • Quality Function deployment
  • Benchmarking
walk through audit wta
Walk-Through Audit (WtA)
  • A process-oriented survey given to customers and managers to evaluate the perception of the customer service experience
achieving service quality
Achieving Service Quality
  • Cost of Quality
  • Service Process Control
  • Statistical Process Control
  • Unconditional Service Guarantee
cost of quality
Cost of Quality
  • Insuring quality in a service delivery system may seem costly, but it is more costly to ignore quality
  • Prevention of poor quality is less costly than fixing problems that result because of poor quality
service process control
Service Process Control
  • To control service quality, a feedback control system is used
    • A standard is developed
    • Service delivery is compared to the standard
    • Deviations from the standard are analyzed and improvements in service delivery are made
unconditional service guarantee
Unconditional Service Guarantee
  • Unconditional
  • Easy to understand and communicate
  • Meaningful
  • Easy to invoke
  • Easy to collect
service recovery
Service Recovery
  • Case-by-case approach
  • Systematic-response approach
  • Early intervention approach
  • Substitute service recovery
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