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Service Quality PowerPoint PPT Presentation


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Service Quality. 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. .

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Service Quality

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Service quality l.jpg

Service Quality


Dimensions of service quality l.jpg

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.


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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.


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Word of

mouth

Personal

needs

Past

experience

Service Quality

Dimensions

Reliability

Responsiveness

Assurance

Empathy

Tangibles

Service Quality Assessment

1. Expectations exceeded

ES<PS (Quality surprise)

2. Expectations met

ES~PS (Satisfactory quality)

3. Expectations not met

ES>PS (Unacceptable quality)

Expected

service

Perceived

service

Perceived Service Quality


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Service Quality Gap Model


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Quality Service by Design

  • Quality in the Service PackageBudget Hotel example

  • Taguchi Methods (Robustness)Notifying maids of rooms for cleaning

  • Poka-yoke (fail-safing)Height bar at amusement park

  • Quality Function DeploymentHouse of Quality


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Server Errors

Task:

Doing work incorrectly

Treatment:

Failure to listen to customer

Tangible:

Failure to wear clean uniform

Customer Errors

Preparation:

Failure to bring necessary materials

Encounter:

Failure to follow system flow

Resolution:

Failure to signal service failure

Classification of Service Failureswith Poka-Yoke Opportunities


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House of Quality


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Achieving Service Quality

  • Cost of Quality (Juran)

  • Service Process Control

  • Statistical Process Control (Deming)

  • Unconditional Service Guarantee

  • Walk-through-Audit


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Costs of Service Quality(Bank Example)


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Customer

input

Service

concept

Customer

output

Resources

Service

process

Take

corrective

action

Monitor

conformance to

requirements

Establish

measure of

performance

Identify reason

for

nonconformance

Service Process Control


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expected

Lower Control Limit

1998

1999

Control Chart of Departure Delays


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Unconditional Service Guarantee: Customer View

  • Unconditional (L.L. Bean)

  • Easy to understand and communicate (Bennigan’s)

  • Meaningful (Domino’s Pizza)

  • Easy to invoke (Cititravel)

  • Easy to collect (Manpower)


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Unconditional Service Guarantee: Management View

  • Focuses on customers (British Airways)

  • Sets clear standards (FedEx)

  • Guarantees feedback (Manpower)

  • Promotes an understanding of the service delivery system (Bug Killer)

  • Builds customer loyalty by making expectations explicit


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Walk-Through-Audit

  • Service delivery system should conform to customer expectations.

  • Customer impression of service influenced by use of all senses.

  • Service managers lose sensitivity due to familiarity.

  • Need detailed service audit from a customer’s perspective.


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Service Recovery Framework


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Approaches to Service Recovery

  • Case-by-caseaddresses each customer’s complaint individually but could lead to perception of unfairness.

  • Systematic response uses a protocol to handle complaints but needs prior identification of critical failure points and continuous updating.

  • Early intervention attempts to fix problem before the customer is affected.

  • Substitute service allows rival firm to provide service but could lead to loss of customer.


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