Quality and Productivity Chapter 14: Improving Service Quality and Productivity

Overview of Chapter 14 Integrating service quality and productivity strategies What is service quality? The Gaps Model—a conceptual tool to identify and correct service quality problems Measuring and improving service quality Defining and measuring productivity Improving service productivity

Integrating Service Quality and Productivity Strategies

Integrating Service Quality and Productivity Strategies Quality and productivity are twin paths to creating value for both customers and companies Quality focuses on the benefits created for customers; productivity addresses financial costs incurred by firm Importance of productivity: Keeps costs down to improve profits and/or reduce prices Enables firms to spend more on improving customer service and supplementary services Secures firm’s future through increased spending on R&D May impact service experience—marketers must work to minimize negative effects, promote positive effects

What Is Service Quality?

Different Perspectives of Service Quality Quality = Excellence. Recognized only through experience Transcendent: Product-based: Quality is precise and measurable User-based: Quality lies in the eyes of the beholder Manufacturing-based: Quality is in conformance to the firm’s developed specifications Value-based: Quality is a trade-off between price and value

Components of Quality: Manufacturing-based Performance: Primary operating characteristics Features: Bells and whistles Reliability: Probability of malfunction or failure Conformance: Ability to meet specifications Durability: How long product continues to provide value to customer Serviceability: Speed, courtesy, competence Esthetics: How product appeals to users Perceived Quality: Associations such as brand name

Components of Quality: Service-based Tangibles: Appearance of physical elements Reliability: Dependable and accurate performance Responsiveness: Promptness; helpfulness Assurance: Competence, courtesy, credibility, security Empathy: Easy access, good communication, understanding of customer

Capturing the Customer’s Perspective of Service Quality: SERVQUAL (1) Survey research instrument based on premise that customers evaluate firm’s service quality by comparing Their perceptions of service actually received Their prior expectations of companies in a particular industry Poor quality Perceived performance ratings < expectations Good quality Perceived performance ratings > expectations

How Customers Might Evaluate Online Businesses: Seven Dimensions of E-S-QUAL Accessibility : Is site easily found? Navigation: How easy is it to move around the site? Design and presentation: Image projected from site? Content and purpose: Substance and richness of site Currency and accuracy Responsiveness:Firm’s propensity to respond to e-mails Interactivity, customization, and personalization Reputation and security Source:Shohreh A. Kaynama (2000), “ A Conceptual Model to Measure Service Quality of Online Companies: E-qual, in Developments in Marketing Science,” Harlan E. Spotts and H. Lee Meadows, eds., Proceedings of the Academy of Marketing Science, Vol. 22, pp. 46–51. For more information pertaining to online service quality see A. Parasuraman, Vlerie A. Zeithaml, and Arvind Malhotra (2005), “E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality.” Journal of Service Research, Vol. 7. issue 3. pp. 213–234.

Other Considerations in Service Quality Measurement In uncompetitive markets or in situations where customers do not have a free choice, researchers should use needs or wants as comparison standards Time constraints Services high in credence characteristics may cause consumers to use process factors and tangible cues as proxies to evaluate quality—halo effect Process factors: Customers’ feelings

The Gaps Model—A Conceptual Tool to Identify and Correct Service Quality Problems

Seven Service Quality Gaps (Fig 14.3) CUSTOMER Customer needs and expectations 1. Knowledge Gap MANAGEMENT Management definition of these needs 2. Standards Gap Translation into design/delivery specs 4. Internal Communications Gap 3. Delivery Gap Execution of design/delivery specs Advertising and sales promises 4. 5. Perceptions Gap 6. Interpretation Gap Customer perceptions of service execution Customer interpretation of communications 7. Service Gap Customer experience relative to expectations

Prescriptions for Closing the Seven Service Quality Gaps (1) (Table 14 Knowledge gap: Learn what customers expect Understand customer expectations Improve communication between frontline staff and management Turn information and insights into action Standards gap: Specify SQ standards that reflect expectations Set, communicate, and reinforce customer-oriented service standards for all work units Measure performance and provide regular feedback Reward managers and employees

Prescriptions for Closing the Seven Service Quality Gaps (2) (Table 14 Delivery gap: Ensure service performance meets standards Clarify employee roles Train employees in priority setting and time management Eliminate role conflict among employees Develop good reward system Internal communications gap: Ensure that communications promises are realistic Seek comments from frontline employees and operations personnel about proposed advertising campaigns Get sales staff to involve operations staff in meetings with customers Ensure that communications sets realistic customer expectations

Prescriptions for Closing the Seven Service Quality Gaps (3) (Table 14 Perceptions gap: Educate customers to see reality of service quality delivered Keep customers informed during service delivery and debrief after delivery Provide physical evidence Interpretation gap: Pretest communications to make sure message is clear and unambiguous Present communication materials to a sample of customers in advance of publication Service gap: Close gaps 1 to 6 to meet customer expectations consistently

Measuring and Improving Service Quality

Soft and Hard Measures of Service Quality Soft measures—not easily observed, must be collected by talking to customers, employees, or others Provide direction, guidance, and feedback to employees on ways to achieve customer satisfaction Can be quantified by measuring customer perceptions and beliefs For example: SERVQUAL, surveys, and customer advisory panels Hard measures—can be counted, timed, or measured through audits Typically operational processes or outcomes Standards often set with reference to percentage of occasions on which a particular measure is achieved Control charts are useful for displaying performance over time against specific quality standards

Soft Measures of Service Quality Key customer-centric SQ measures include: Total market surveys, annual surveys, transactional surveys Service feedback cards Mystery shopping Analysis of unsolicited feedback—complaints and compliments, focus group discussions, and service reviews Ongoing surveys of account holders to determine satisfaction in terms of broader relationship issues Customer advisory panels offer feedback/advice on performance Employee surveys and panels to determine: Perceptions of the quality of service delivered to customers on specific dimensions Barriers to better service Suggestions for improvement

Hard Measures of Service Quality Control charts to monitor a single variable Offer a simple method of displaying performance over time against specific quality standards Are only good if data on which they are based is accurate Enable easy identification of trends Service quality indexes Embrace key activities that have an impact on customers

Composition of FedEx’s Service Quality Index—SQI (Table 14.4) Late delivery—right day Late Delivery—wrong day Tracing request unanswered Complaints reopened Missing proofs of delivery Invoice adjustments Missed pickups Lost packages Damaged packages Aircraft delays (minutes) Overcharged (packages missing label) Abandoned calls 1 5 10 Failure Type Total Failure Points (SQI) = Weighting Factor XXX,XXX Daily Points X Number of Incidents =

Tools to Analyze and Address Service Quality Problems Fishbone diagram Cause-and-effect diagram to identify potential causes of problems Pareto Chart Separating the trivial from the important. Often, a majority of problems is caused by a minority of causes (i.e. the 80/20 rule) Blueprinting Visualization of service delivery, identifying points where failures are most likely to occur

Tools to Analyze and Address Service Quality Problems (Appendix) Total Quality Management (TQM) ISO 9000 Comprises requirements, definitions, guidelines, and related standards to provide an independent assessment and certification of a firm’s quality management system Malcolm Baldrige Model Applied to Services To promote best practices in quality management, and recognizing, and publicizing quality achievements among U.S. firms Six Sigma Statistically, only 3.4 defects per million opportunities (1/294,000) Has evolved from defect-reduction approach to an overall business-improvement approach

Cause-and-Effect Chart for Flight Departure Delays (Fig 14.5) Facilities, Equipment Frontstage Personnel Procedures Front-Stage Procedures Personnel Aircraft late to gate Gate agents cannot process fast enough Delayed check-in procedure Arrive late Oversized bags Mechanical Failures Late pushback Acceptance of late passengers Customers Customers Late/unavailable airline crew Delayed Departures Late food service Late cabin cleaners Other Causes Poor announcement of departures Late fuel Weather Air traffic Late baggage Weight and balance sheet late Materials, Supplies Backstage Personnel Information Materials, Supplies

All stations, excluding Case: Analysis of Causes of Flight Departure Delays 4.9 % All stations, excluding Chicago-Midway Hub 15.3% 23.1% 19% 33.3% 15.4% 11.7% 9.5% 8.7% 23.1% 33.3% 23.1% 11.3% 53.3% Newark 15% Washington Natl. Late passengers Late weight and balance sheet Waiting for pushback Late cabin cleaning/supplies Waiting for fuelling Other

Blueprinting Depicts sequence of front-stage interactions experienced by customers plus supporting backstage activities Used to identify potential fall points—where failures are most likely to appear Shows how failures at one point may have a ripple effect later Managers can identify points which need urgent attention Important first step in preventing service quality problems

Six Sigma Methodology to Improve and Redesign Service Processes Process Improvement Process Design/Redesign Define Identify the problem Define requirements Set goals Identify specific or broad problems Define goal/change vision Clarify scope and customer requirements Measure Validate problem/process Refine problem/goal Measure key steps/inputs Measure performance to requirements Gather process efficiency data Analyze Develop causal hypothesis Identify root causes Validate hypothesis Identify best practices Assess process design Refine requirements Improve Develop ideas to measure root causes Test solutions Measure results Design new process Implement new process, structures, and systems Control Establish measures to maintain performance Correct problems as needed Establish measures and reviews to maintain performance

TQM in a Service Context: Twelve Critical Dimensions for Implementation Top management commitment and visionary leadership Human resource management Technical system, including service process design and process management Information and analysis system Benchmarking Continuous improvement Customer focus Employee satisfaction Union intervention and employee relations Social responsibility Servicescapes Service culture

Return On Quality (ROQ) Assess costs and benefits of quality initiatives ROQ approach is based on four assumptions: Quality is an investment Quality efforts must be financially accountable It’s possible to spend too much on quality Not all quality expenditures are equally valid Implication: Quality improvement efforts may benefit from being related to productivity improvement programs To determine feasibility of new quality improvement efforts, determine costs and then relate to anticipated customer response Determine optimal level of reliability Diminishing returns set in as improvements require higher investments Know when improving service reliability becomes uneconomical

When Does Improving Service Reliability Become Uneconomical. (Fig 14 Satisfy Target Customers through Service Recovery 100% Optimal Point of Reliability: Cost of Failure = Service Recovery Service Reliability Satisfy Target Customers through Service Delivery as Planned A B C D Investment Small Cost, Large Improvement Large Cost, Small Improvement Assumption: Customers are equally (or even more) satisfied with the service recovery provided than with a service that is delivered as planned.

Defining and Measuring Productivity

Productivity in a Service Context Productivity measures amount of output produced relative to the amount of inputs. Improvement in productivity means an improvement in the ratio of outputs to inputs. Intangible nature of many service elements makes it hard to measure productivity of service firms, especially for information-based services Difficult in most services because both input and output are hard to define Relatively simpler in possession-processing services, as compared to information- and people-processing services

Service Efficiency, Productivity, and Effectiveness Efficiency: Involves comparison to a standard, usually time-based (for example: how long employee takes to perform specific task) Problem: Focus on inputs rather than outcomes May ignore variations in service quality/value Productivity: Involves financial valuation of outputs to inputs Consistent delivery of outcomes desired by customers should command higher prices Effectiveness: Degree to which firm meets goals Cannot divorce productivity from quality and customer satisfaction

Measuring Service Productivity: Variability Is a Major Problem Traditional measures of service output tend to ignore variations in quality or value of service Focus on outputs rather than outcomes Stress efficiency but not effectiveness Firms that consistently deliver outcomes desired by customers can command higher prices; loyal customers are more profitable Measures with customers as denominator include: Profitability by customer Capital employed per customer Shareholder equity per customer

Improving Service Productivity

Questions When Developing Strategies to Improve Service Productivity How to transform inputs into outputs efficiently? Will improving productivity hurt quality? Will improving quality hurt productivity? Are employees or technology the key to productivity? Can customers contribute to higher productivity?

Generic Productivity Improvement Strategies Typical strategies to improve service productivity: Careful control of costs at every step in process Efforts to reduce wasteful use of materials or labor Replacing workers by automated machines Installing expert systems that allow paraprofessionals to take on work previously performed by professionals who earn higher salaries Although improving productivity can be approached incrementally, major gains often require redesigning entire processes ? ? ?

Improving Service Productivity: (1) Operations-driven Strategies Control costs, reduce waste Set productive capacity to match average demand Automate labor tasks Upgrade equipment and systems Train employees Broadening array of tasks that a service worker can perform Leverage less-skilled employees through expert systems Service process redesign

Improving Service Productivity: (2) Customer-driven Strategies 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 Involve customers more in production 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

Backstage and Front-stage Productivity Changes: Implications for Customers Backstage improvements can ripple to front and affect customers Keep abreast of proposed backstage changes, not only to identify such ripples but also to prepare customers for them For example: New printing peripherals may affect appearance of bank statements 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 Better to conduct market research first if changes are substantial

A Caution on Cost Reduction Strategies In absence of new technology, most attempts to improve service productivity seek to eliminate waste and reduce labor costs Workers who try to do several things at once may perform each task poorly Excessive pressure breeds discontent and frustration among customer contact personnel, who are caught between: Meeting customer needs Achieving management's productivity goals Better to search for service process redesign opportunities that lead to Improvements in productivity Simultaneous improvement in service quality See Service Perspectives 14.2: Biometrics

Summary of Chapter 14: Improving Service Quality and Productivity (1) Quality and productivity need to be considered jointly in marketing services Service quality is a combination of manufacturing-based components of quality and service-based components SERVQUAL is used to measure customer perceptions of service quality and the dimensions are: Credibility Security Access Communication Understanding the customer Tangibles Reliability Responsiveness Competence Courtesy

Summary of Chapter 14: Improving Service Quality and Productivity (2) Research consolidated service quality dimensions into five Tangibles Reliability Responsiveness Competence Courtesy The GAPS model is a tool to diagnose problems in service design and delivery. Service gap is the most critical and can only be closed if the other six gaps are closed Both soft and hard measures used to measure service quality

Summary of Chapter 14: Improving Service Quality and Productivity (3) Tools used to analyze and address service quality problems: Fishbone diagram Pareto chart Blueprinting TQM ISO9000 Malcolm-Baldrige Model Six sigma Measuring productivity in services is difficult—there is a need to determine when service reliability becomes uneconomical Efficiency, productivity, and effectiveness need to be distinguished when measuring service quality

Summary of Chapter 14: Improving Service Quality and Productivity (4) To improve service productivity, there are generic improvement strategies and customer-driven approaches Customer-driven approaches to improving productivity include: Changing timing of customer demand Involving customers more in production Asking customers to use third parties Backstage and front-stage productivity changes both affect customers Cost-reduction strategies should be used with caution as this may impact service quality negatively. A better way may be to look for service process redesign opportunities