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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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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.


Dimensions of service quality3 l.jpg
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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Quality Service by Design

  • Quality in the Service Package Budget Hotel example

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

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

  • Quality Function Deployment House 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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Achieving Service Quality

  • Cost of Quality (Juran)

  • Service Process Control

  • Statistical Process Control (Deming)

  • Unconditional Service Guarantee

  • Walk-through-Audit



Service process control l.jpg

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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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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