Service Quality Chapter 6. Dimensions of Service Quality  Reliability  Responsiveness  Assurance  Empathy  Tangibles.

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Presentation transcript:

Service Quality Chapter 6

Dimensions of Service Quality  Reliability  Responsiveness  Assurance  Empathy  Tangibles

Reliability  Service is accomplished: On time In the same manner (consistently) Without errors

Responsiveness  Willingness of employees to help customers and to provide prompt service

Assurance  Knowledge and courtesy of employee  Ability of the employee to convey trust and confidence

Empathy  Provision of caring and individualized attention to the customer

Tangibles  Appearance of the physical facility  Appearance of employees  Appearance of communication materials

Service Quality  For services, the assessment of quality is made during the service delivery process.  Customer satisfaction can be measured as the difference between the customer’s service expectation and the service actually received.

Gaps in Service Quality  Measuring the gap between expected service and perceived service is a routine customer feedback process practiced by many companies

Service Quality Gap Model

SERVQUAL Instrument  Developed by Uttarayan Bagchi at University of Texas at Austin  Measures the five dimensions of service quality  How it works: Customer expectations are measured Customer perceptions are measured Difference is calculated

Designing Quality into A Service  Taguchi Methods  Poka-Yoke (Failsafing)  Quality Function deployment  Benchmarking

Walk-Through Audit (WtA)  A process-oriented survey given to customers and managers to evaluate the perception of the customer service experience

Identifying GAPS with WtA

Achieving Service Quality  Cost of Quality  Service Process Control  Statistical Process Control  Unconditional Service Guarantee

Cost of Quality  Insuring quality in a service delivery system may seem costly, but it is more costly to ignore quality  Prevention of poor quality is less costly than fixing problems that result because of poor quality

Service Process Control  To control service quality, a feedback control system is used A standard is developed Service delivery is compared to the standard Deviations from the standard are analyzed and improvements in service delivery are made

Statistical Process Control  See handout

Unconditional Service Guarantee  Unconditional  Easy to understand and communicate  Meaningful  Easy to invoke  Easy to collect

Service Recovery  Case-by-case approach  Systematic-response approach  Early intervention approach  Substitute service recovery

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