Improving service quality and productivity
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Improving Service Quality and Productivity. Chapter 14. Improving Service Quality . The GAP Model is: A Conceptual Tool to Identify and Correct Service Quality Problems. The Gaps Model of Service Quality.

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Improving service quality and productivity

Improving Service Quality and Productivity

Chapter 14


Improving service quality

Improving Service Quality

  • The GAP Model is: A Conceptual Tool to Identify and Correct Service Quality Problems


The gaps model of service quality

The Gaps Model of Service Quality

  • The gaps model is a useful framework for understanding service quality in an organization.

  • It demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.

  • The model shows four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap.

  • It identifies the factors responsible for each of the four provider gaps.


The gaps model figure 14 3

The Gaps Model – Figure 14.3


Key factors leading to the customer gap

Customer Expectations

Customer

Gap

Customer

Perceptions

Key Factors Leading to the Customer Gap


Key factors leading to gap 1

Inadequate marketing research orientation

Lack of upward communication

Insufficient relationship focus

Inadequate service recovery

Key Factors Leading to Gap 1


Key factors leading to gap 2

Poor service design

Absence of customer-driven standards

Inappropriate physical evidence and servicescape

Key Factors Leading to Gap 2


Key factors leading to gap 3

  • Deficiencies in human resource policies

  • Customers who do not fulfill roles

  • Problems with service intermediaries

  • Failure to match supply and demand

Key Factors Leading to Gap 3


Key factors leading to gap 4

  • Lack of integrated services marketing communications

  • Over promising

  • Ineffective management of customer expectations

  • Inadequate horizontal communications

Key Factors Leading to Gap 4


The gaps model figure 14 31

The Gaps Model – Figure 14.3


The customer gap gap 5 6

The Customer Gap – Gap 5 & 6


Handling consumer gaps

Handling Consumer Gaps


Learning from customer feedback

Learning from Customer Feedback


Customer feedback collection tools

Customer Feedback Collection Tools

  • Total market surveys

  • Annual surveys

  • Transactional surveys

  • Service feedback cards

  • Mystery shopping

  • Unsolicited customer feedback

  • Focus group discussions

  • Service reviews


Evaluating feedback methods

Evaluating Feedback Methods


Video mystery shopper

Video – Mystery Shopper


Analysis reporting and dissemination of customer feedback

Analysis, Reporting and Dissemination of Customer Feedback

  • Choosing the relevant feedback tools and collecting customer feedback is meaningless if the information is not passed back to the relevant parties to take action

  • Reporting system needs to deliver feedback to frontline staff, process owners, branch/department managers and top management

  • Three types of performance reports:

    • Monthly Service Performance Update

    • Quarterly Service Performance Review

    • Annual Service Performance Report


Customer driven ways to improve service productivity

Customer-driven ways to Improve Service Productivity

  • Change timing of customer demand

    • By shifting demand away from peaks, managers can make better use of firm’s productive assets and provide better service

  • Encourage use of lower cost channels

    • Get customers to self-serve

    • Encourage customers to obtain information and buy from firm’s corporate Websites

  • Ask customers to use third parties

    • Delegate delivery of supplementary service elements to intermediary organizations


  • Productivity improvements and quality

    Productivity Improvements and Quality

    • Front-stage productivity enhancements are especially visible in high contact services

      • Some improvements only require passive acceptance, while others require customers to change behavior

      • Must consider impacts on customers and address customer resistance to changes

  • Backstage changes may impact customers

    • Keep track of proposed backstage changes, and prepare customers for them


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