Service quality
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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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Service quality

Service Quality

Chapter 6


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


Service quality gap model

Service Quality Gap Model


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


Identifying gaps with wta

Identifying GAPS with WtA


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


Statistical process control

Statistical Process Control

  • See handout


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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