Welcome. Quality of service. Unit 9 Chapter 4 and 6. Van der AA and Elfring Mieke de Droog, M.A. 3 May 2011. Why is it important to have insight in the quality of (public) service?
Quality of service. Unit 9
Chapter 4 and 6. Van der AA and Elfring
Mieke de Droog, M.A. 3 May 2011
Why is it important to have insight in the quality of (public) service?
Public money must be spent as good as possible (effective, efficient, qualitative and according to the needs of the society)
Good quality of service leads to clients satisfaction
Insight in the (lack of) quality of service can contribute to improvement of that quality
What are reasons why management of quality in a service organization requests a special focus?
In the eyes of the customer, the quality is not only determined by the final product but also by the process
A service can vary from place to place and from employee to employee
Clients vary in the demands they have and the role they can and want to perform in service.
Van de AA & Elfring2003, 50
What is the relation of client expectations and (public)service?
The client determines the quality
Van de AA & Elfring2003, 50-51
Importance of the 5 main dimensions of quality
Each model has its limitations. It is important to take that into account. The SERVQUAL model focuses on quality dimensions that are very common in nature. It is therefore important to tune in the research to the type of service.
Van de AA & Elfring (2003), Chapter 4
Table 1.1. The diversity of services Gastelaars, 2009: 10
Appendix 1, table 1, related to assignment E2 of the course (Gastelaars (2009) Chapter 4. The primary process of service delivery: the routing of the clients
the expectations of the client?
Zeithaml & Bitner, 2002, van derAa & Elfring 54
Verwijzen naar student expectations
according to the SERVQUAL model
Zeithaml & Bitner, 2002, van derAa & Elfring 56
Zeithaml & Bitner, 2002, van derAa & Elfring 57
What are some methods to gain insight into the needs and experiences of customers?
1.The survey2. Mystery shopper3. Customers and discount cards4. A review form immediately after completion of the service
van derAa & Elfring 61
van derAa & Elfring 65
management of expectations
It is important to promise the client neither too little nor too much
It is important to inform the client about what is going on, what is the cause of the problems and what the organization is doing to solve them.
van derAa & Elfring 68
Quality is an integral management issue.
Quality is not only determined by the final result, but also by the process.
Client expectations and client experiences are very important factors in quality.
The main reasons for a lack of quality in service are: lack of knowledge about the customer, lack of clear goals, non-compliance with guidelines and specifications and too high expectations by the external communication
van derAa & Elfring 69
The participation of the client is always required.
The client is usually present during the service.
Front-office: visible for the client / back office: invisible for the client.
The extent to which the customer participates in the service varies (see also Gastelaars).
van derAa & Elfring 88-89
5. Clients influence the efficiency and quality of service.
6. High contact services (Chase, 1981)
7. From the perspective of operations management the production process can be more efficient if the uncertainty by the presence of customers decreases.
8. Customer needs/satisfaction vs efficiency
9. Interface design
10. Expectation client (role professional/own role)
11. Role technology is growing
van derAa & Elfring 89-91
Van derAa & Elfring distinguish 6 functions of clients in the service process:
co-producer : active role; partial employee (Schneider & Bowen, 1995)
designer of the culture of the organization
van derAa & Elfring 92-95
The behavior of clients is based on three considerations (Schneider & Bowen, 1995):
1. clarity of roles2. competencies of the customer3. motivation of the client
van derAa & Elfring 96
Instruments derived from the personnel management to promote the participation of the clients:
2. Information and communication
3. Training and facilitation
van derAa & Elfring 97-100
1. The client should also be 'managed ‘. 2. The presence of the client may complicate the planning.3. Limiting the role of the customer vs the client as a source of renewal and productivity.4 .Methods to increase the productivity: improve staff quality, efficient investment in capital goods, ICT and making changes in the interaction between providers and clients.
van derAa & Elfring 101
5. The success of the customer as co-producer is also dependent on the extent to which the public accepts new roles.6. It is therefore important to strategically choose the different roles that clients can play.7. Instruments from the marketing and human resources could be essential
van derAa & Elfring 101
C. Quality of service
Answer the following questions: What are the similarities and differences in the chapters of Van derAa & Elfring and the chapters of SCP? What dimensions of quality of Van derAa & Elfring play a role in a specific sector? How is the quality of service in this specific sector presented in the report of SCP?
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before 15 May 11.00 pm
D3. Make a summary of Chapter 5. Gastelaars (2010), including a word count, in max. 500 words and email this summary to firstname.lastname@example.org, email@example.com and firstname.lastname@example.org
A sufficient grade for these three Reading Assignments (D1, D2, D3) is mandatory in order to obtain your final grade for this module.
E1. Make the assignment about the characteristics of the
research organization on the basis of characteristics of
Gastelaars (See table 1.1. in chapter 1, on p. 10 of the book).
E2. Reconstruct the design of the various stages of the
primary process, and try to make sense of the clients’
experiences as well.
What are the main changes, which currently play in this
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Thank you for your attention and