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1. 1 MD850: e-Service Operations Service Quality Management in Electronic Services
2. 2 Agenda Background
Measuring & Controlling Quality
Goods Quality
Service Quality
e-Service Quality
e-Service Customer Satisfaction
e-Service Quality Measurement
e-Service Quality Management
3. 3 Background Motivation for Managing E-Service Quality
Customers need to be able to assess the quality of E-Services to make informed consumption decisions
Managers also need to be able to assess quality
Quality is critical for New Economy companies to develop ongoing relationships with customers (Hayes 2002)
High quality likely to translate into price premiums and expanded sales (Hanson 2002)
4. 4 Background Quality problems are rampant among e-Services
Common examples
Abandoned shopping carts
Customer service problems
Fulfillment problems
Many possible reasons
digital content problems
website process problems
lack of website capacity
stockouts/fulfillment/delivery system problems
5. 5 Background Quality problems can lead to unwanted events
For a well-known Dot.Com, can lead to a CNN Moment
For lesser-known e-Service, may lead to dissatisfaction and customers switching to another service
6. 6 Background e-Service Quality Management Issues of Interest
What is e-Service quality? How is it defined?
How can I measure the quality of my services?
How can I control quality of my services?
Any methodologies available for managing e-Service quality?
How much does quality cost in e-Services?
Is zero-defects a reasonable objective?
What are the costs of delivering low quality?
7. 7 Background e-Service Quality Management Issues of Interest
Should I measure my own quality?
Appropriate strategy for using quality measurement data?
Should I use a online customer rating vendor to measure quality? Which one?
Are online rating vendors measuring quality correctly?
Any risks involved with using rating vendor information to make decisions?
Any risks involved with integrating rating vendors into my system?
8. 8 Developing A Quality Management Strategy
9. 9 Developing A Quality Management Strategy Questions to Guide Quality Management Efforts
What are your objectives?
Customer satisfaction perception management?
Real-time - sense and respond
Do-It-Yourself
Time-delayed POS site experience - analyze and adapt
Online customer ratings services (e.g. Bizrate)
Time-delayed page experience - analyze and adapt
OpinionLab
10. 10 Developing A Quality Management Strategy Questions to Guide Quality Management Efforts
What are your objectives?
Control of public perceptions?
Online customer ratings (e.g. Bizrate)
Voluntary participation programs
Involuntary participation
Do-It-Yourself
Detection and control of errors/defects?
OpinionLab - feedback gathered from customers via pop-up surveys linked to each page
Watchfire (D.I.Y.) - Web spider crawls your own site, identifies
Do-It-Yourself
11. 11 Measuring & Controlling Quality
12. 12 Measuring & Controlling Quality Quality Exhibits Many Characteristics
Objective quality vs. Perceived quality
Consumers may judge quality along both
Attribute vs. Higher level abstraction
Consumers may rate objective product attributes
Consumers may rate many levels of abstractions of those objective product attributes
Global assessment, similar to attitude
an overall summary/evaluation
Judgment made within a consumers evoked set
quality evaluations depend on what the consumer knows about other products, or depends on the set the consumer chooses to compare a product against
13. 13 Measuring & Controlling Quality Attribute Level
e-Service Product Attributes
Goods
Services
Digital Content
Abstract Levels
Perceptions of e-Service Quality will be a function of each of the above
14. 14 Measuring & Controlling Quality Goods Quality Goods Quality
Measurement
Objective
actual measures (length, weight, etc.)
counts (# of errors across a space)
Perceived
perceptions of
objective dimensions
relative to
other goods/average good/prior expectations
relative to aims for using good/prior expectations
rankings
15. 15 Measuring & Controlling Quality Goods Quality Goods Quality
Management
Objective
Statistical Process Control
control charts (X-bar, R, C, U, P, etc.)
Root-cause analysis techniques
House of Quality
Perceived
House of Quality
Conjoint Analysis/Experimental Design
16. 16 Some open questions
How do goods affect e-Service quality?
How is quality of a good affected by e-Services? Measuring & Controlling Quality Goods Quality
17. 17 Measuring & Controlling Quality Service Quality Traditional Services (Person-to-Person)
Concepts
Objective
actual attributes (of facilitating goods)
quality is having certain attributes
some people say services cannot be measured objectively (i.e, counted, weighed, have no objective length)
Perceived
ratings of performance
ratings of performance relative to some prior expected rating
Gap Model
Quality = Performance - Expected
18. 18 Measuring & Controlling Quality Service Quality Service Quality
Measurement
General Idea
psychology based
consumers (society) have evolved to some joint understanding of N dimensions that fully define quality
researchers attempt to discover what those N dimensions are
once researchers discover dimensions, managers can use them to manage their services
19. 19 Measuring & Controlling Quality Service Quality Service Quality
Measurement
SERVQUAL - 10 dimensions of quality originally
Tangibles
Reliability
Responsiveness
Communication
Credibility
Security
Competence
Courtesy
Understanding/Knowing Customers
Access
20. 20 Measuring & Controlling Quality Service Quality Service Quality
Measurement
SERVQUAL - 5 dimensions
Tangibles
physical facilities, equipment, appearance of personnel
Reliability
ability to perform the promised service dependably and accurately
Responsiveness
willingness to help customers and provide prompt service
Assurance
knowledge and courtesy of employees and their ability to inspire trust and confidence
Empathy
caring, individualized attention
21. 21 Measuring & Controlling Quality Service Quality Service Quality
Measurement
Examples of SERVQUAL survey questions/statements
Their physical facilities should be visually appealing.
Their employees should be well dressed and appear neat.
Their employees dont always have to be willing to help customers.
Their employees should be polite.
15 others
Rate these questions along a 1-7 scale
22. 22 Open Questions
When/How does (person-to-person) Service Quality affect e-Service Quality?
Is e-Service Quality different from SERVQUAL?
Do we know all of the dimensions of e-Service Quality?
What is the proper method for representing & measuring e-Service Quality? Measuring & Controlling Quality e-Service Quality
23. 23 Measuring & Controlling Quality e-Service Quality Old Professors
Its all the same. We dont need new quality dimensions. We dont need new measurement tools.
Young Professors
e-Service quality is very different.
It involves person-to-technology interactions, and usually not the way they are dressed, whether they smile, physical buildings, etc.
We need to publish our own papers.
24. 24 Measuring & Controlling Quality e-Service Quality e-Service Quality Dimensions
Ease of Ordering
Product Selection
Product Information
Customer Support
Order Tracking
On Time Delivery
etc.
25. 25 Measuring & Controlling Quality e-Service System Qualities Systemic Qualities (SUN)
User-Level Qualities
Usability
Accessibility
Service-Level Qualities
Performance
Reliability
Availability
Strategic-Level Qualities
Scalability
Flexibility
System-Level Qualities
Security
Manageability
Maintainability
26. 26 Measuring & Controlling Quality e-Service System Qualities SunTone Quality of Service (QoS) Dimensions mentioned
Reliability
Performance
Security
Consistency
Functionality
Predictability
Public
Shared
Reusable
Coarse-Grained
Controllable
Manageable
27. 27 Strategies for Managing Quality
28. 28 Strategies for Managing Quality Outsource to Online Customer Rating Vendors
Use Secret Shoppers
Measure Quality Yourself
29. 29 Strategy #1:Online Customer Rating Vendors
30. 30 Online Customer Rating Vendors Questions to Guide Quality Management Efforts
How to manage public perceptions?
Request to be removed from ratings system?
Provide data when requested?
ex: B-schools
provide yearly updates to Business Week
Proactively work with quality rating service?
Advise of site updates
Advise of new service attributes
Actively monitor customer feedback sites for trolls who just try to get excitement out of making controversial statements
31. 31 Online Customer Rating Vendors BBB Online
Bizrate
Epinions.com
Gomez Advisors
Forrester Research
Consumer Reports
Web Watchdogs
ePublicEye
DooYoo (dooyoo.co.uk)
Keynote Systems
TRUSTe
Rating Wonders (closed 2002)
32. 32 Online Customer Rating Vendors What do they do?
Ratings Reporting
Collect data on service attributes
Reduce data into scores that rate a small set of quality dimensions
Customer Comment Reporting
Customers can openly communicate their experiences with your service
33. 33 Online Customer Rating Vendors Object/Event Being Measured
Transactions - consumer measurement at point of purchase
BizRate Gold (attributes, perceptions)
WebWatchdog (attributes, perceptions)
Transactions - expert ratings
BizRate Silver (attributes, ratings)
Rating Wonders (attributes, ratings)
Gomez Associates (attributes, ratings)
Page Oriented - consumer measurement on page
Opinion Lab
Content Oriented
Web Guide magazine (expert ratings)
Watchfire (Web-spider content analysis)
34. 34 Online Customer Rating Vendors BizRate Perception
Overall Service Quality
Ease of Ordering
Product Selection
Product Information
Product Prices
Website Navigation and Looks
On-Time Delivery
Product Representation
Privacy Policies
Product Shipping and Handling
Level and Quality of Customer Support
35. 35 Online Customer Rating Vendors RatingWonders Ratings
Overall Rating
Products
Service
Site Quality
Features
Ordering
Payment
Shipping
Returns
36. 36 Online Customer Rating Vendors Object/Event Being Measured
Content Oriented
Web Guide magazine (expert ratings)
Watchfire (Web-spider content analysis)
Apples iReview (Mac-friendly expert ratings)
Consumer Comments
Gomez
Epinions
TRUSTe
Web Watchdog
37. 37 Online Customer Rating Vendors Some Characteristics of Online Rating Vendors
Positioned as Omniscient Quality/Satisfaction Gurus
Aggregators of information about websites services
B2B Marketing Researcher/Expert Service business model
B2B Subscription business model
Affiliate-oriented
want a piece of each transaction
Affiliate business model
Infomediary/Recommender business model
Advertising oriented
Advertising business model
Border on e-Retailing
Merchant business model
38. 38 Online Customer Rating Vendors Questions to Guide Quality Management Efforts
What is the real long-term business model of your service-quality measurement vendor?
Service Quality measurement, analysis, reporting?
Transaction fees from referrals?
Vendor might outsource their measurement
Vendor might discontinue their measurement program, and use someone elses
Data vending?
Privacy issues? How much data do you want your SQ measurement company to have about your customers?
Retailing?
Vendor might discontinue their measurement program
39. 39 Strategy #2:Secret Shoppers
40. 40 Secret Shoppers Secret Shopper or Mystery Shopper
Common strategy in traditional services
E.g., someone paid by restaurant to eat and report on service experiences
Common strategy of the press
We visited 10 sites and ordered products at each. Here are our findings.
Suggested in e-Service
Try out your own service
If you dont like the results, your customer probably wont either
41. 41 Secret Shoppers e-Service Secret Shopper Tasks
Determine your (and competitors) easy-to-do-business-with quotient
Test your customer service rep empowerment level
Try out the experience on your site
Learn something new from an e-Service, and envision how it would be useful on yours
Check how easy it is to make contact with a human representative
Monitor a purchase end-to-end from order to delivery
Examine your service recovery activities
etc.
42. 42 Strategy #3:e-Service Quality Measurement
43. 43 e-Service Quality Measurement Why measure e-Service Quality yourself (and develop your own set of quality measures)?
Many service quality models were inductively derived from customer comments about those services
Problem with this?
A number of IS researchers suggest that humans tend not to be able to fully understand the complexity of modern IT-based service systems
Systems can only be correctly understood through modeling the systems themselves (Scott 2001)
Growing opinion of researchers in E-Service Quality
Future service quality research for services involving information technologies should be based on the actual attributes of such services (Carr 2002)
44. 44 e-Service Quality Measurement Questions to Guide Quality Management Efforts
Do you want to measure quality of a sub-system of your e-Service process?
Do you have a model (service-blueprint) of the e-Service system (of the service-product or service-process)?
D.I.Y.
Define your own satisfaction dimensions and measure(s) for that sub-system
Directly measure consumer as they are using that sub-system
Do you want to measure quality of individual pages?
OpinionLab
45. 45 e-Service Quality Measurement Levels of measurement
Objective Measure
Service attributes
Has shopping cart
Allows customers to pay by VISA credit card
Errors/Defects in system
Page not available when visited, Dead Link
Abstract/Subjective Measure
Customer satisfaction perceptions
Expert ratings of customer satisfaction
Customer comments - written
46. 46 e-Service Quality Measurement Objective Measures
Possible to use statistical process control (SPC) tools
Repetitive activities within your site (or delivery processes beyond it) can be studied and controlled
Frequency across some space
Errors across a page
Failures within a week
Delivery problems during a month
47. 47 e-Service Quality Measurement Abstract/Subjective Measures
Single item questions
How would you rate the On Time Delivery quality of your experience? (1=horrible, 10=fantastic)
Multiple item scales
Ex: Reliability (Source: Gefen 2002) [Rating from 1 to 7]
When Amazon.com promises to do something by a certain time, it does so.
When users have a problem, Amazon.com shows a sincere interest in solving it.
Amazon.com is dependable.
Amazon.com provides its services at the time it promises to do so.
48. 48 e-Service Quality Measurement Which e-Service Quality dimensions to use?
Assuming that youve identified all possible quality dimensions
Card sorting method for choosing a relevant subset of dimensions (Upchurch, et al. 2001)
Extended Web Assessment Method rating method for choosing most relevant subset of dimensions (Schubert 2003)
49. 49 e-Service Quality Measurement How to measure customer experiences using surveys?
Approaches
Pop-up surveys used to gather customer feedback
Post-checkout survey pages
Survey process
Build it into your website/e-Service
Outsource it to a measurement service
50. 50 Processes for e-Service Quality Management
51. 51 Quality Management Processes Vision/Benchmarking/Secret Shopper
e-Service book
Continuous Improvement
Build quality into your architecture
SunTone 3DF
Derive your quality measures from your e-service system blueprints
Field, Heim & Sinha (2002)
52. 52 Quality Management Processese-Service Book e-Service Book
Ask the Academy Award question
Get the customer to specify their vision of their real needs and what the possible future e-Services would be like to fulfill those needs
Captures future quality expectations
Experience your e-Service and then experience competitor e-Services
Test the extent of performance in the e-Service
Actively rate each
Compare your performance to other e-Services to find out what you are doing well and not so well
53. 53 Quality Management ProcessesContinuous Improvement Continuous Improvement
Plan-Do-Check-Act cycle
54. 54 Quality Management ProcessesContinuous Improvement Continuous Improvement
Quality Tools
SPC Charts for repetitive processes
Check sheets
Pareto charts
Cause and effect diagrams
55. 55 Quality Management ProcessesStatistical Approaches Use some variant of regression analysis to study the relationship between
service attributes
service quality
service outcomes customer loyalty, repurchase, customer switching
Regression techniques often used
Probit
Tobit
Logit
56. 56 Quality Management ProcessesSunTone Methodology Symptoms of Bad e-Service Quality Found Throughout Development Life-Cycle
Management
Requirements
Development
Deployment
Use
Operations
Maintenance
57. 57 Quality Management ProcessesSunTone Methodology Drivers of Good e-Service Quality (p. 69-70)
Based on well-defined, public interfaces
Can be shared and reused by other services, end users, and network service developers
Easily controllable and manageable
Can be brokered, billed, administered, monitored, advertised, or syndicated
System and location independent
Can be assembled and reassembled to create new services
Composed of object-oriented, easily distributable pieces of code
Deliver predictable quality of service (QoS) levels
58. 58 Quality Management ProcessesSunTone Methodology SunTone Methodology
Builds quality dimensions into the system during architecting of the system
Layers + Tiers + Systemic Qualities
Systemic qualities drive the choices for architecting the Layers and Tiers
59. 59 Quality Management ProcessesSunTone Methodology
60. 60 Quality Management ProcessesSunTone Methodology
61. 61 Quality Management ProcessesSunTone Methodology Formalizes the 3D Approach
Based on the industry standard Rational Unified Process (RUP)
Driven by Use Cases
Iterative and Incremental
Architecture-Centric
Extends RUP
Patterns Based
Systemic Quality Driven (i.e., Emphasizes QoS)
62. 62 Quality Management ProcessesSunTone Methodology
63. 63 Quality Management ProcessesField, Heim & Sinha (2002) Methodology Field, Heim and Sinha (2002)
Generate Use Case diagrams and other UML diagrams of e-Service design
Extend diagrams to incorporate service flows within the e-Service
Link quality dimensions to the entities and flows within the diagrams
Create a strategy for measuring quality dimensions that relate to important entities/flows within the e-Service
64. 64
65. 65 Quality Management ProcessesField, Heim & Sinha (2002) Methodology The Approach
Utilize existing models of E-Service process (in UML)
Translate UML model into a process model of E-Service that identifies entities and service transactions
Link quality to process model
Map dimensions from extant quality models onto the structure of an E-Service system
Use process model to identify relevant new quality dimensions
Use process model and quality set to manage E-Service system
66. 66 Quality Management ProcessesField, Heim & Sinha (2002) Methodology
67. 67 Quality Management ProcessesField, Heim & Sinha (2002) Methodology
68. 68 Quality Management ProcessesField, Heim & Sinha (2002) Methodology Applying the Process Model
Focusing on defining quality dimensions for an E-Service system component
Identify system component of interest to manage
Use table to identify quality dimensions driven by that component
Insights
Suggests which levers (i.e., system component/quality dimension pair) are available for managing and improving quality
Provides a diagnostic tool for identifying quality problems
69. 69 Quality Management ProcessesField, Heim & Sinha (2002) Methodology Applying the Process Model
Focusing on a Quality Dimension
Interest is in managing/improving a specific quality dimension
Map from quality dimension, into appropriate set of system components identifiable as driving that dimension
Ex: Ease of Ordering is affected by
6 service system entities + 4 service transactions
Insights
Extant quality approaches (e.g. SERVQUAL) use a single summary judgment
perceptions, but no operational lever
Our approach
Can inform about overall satisfaction
Provides operational lever(s) for improving the service
70. 70