1. Moments of Truth Each customer contact is called a moment of truth.
Your organization has the ability to either satisfy or dissatisfy them when you contact them.
A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.

2. Dimensions of Service Quality
Reliability: Perform promised service dependably and accurately. Responsiveness: Willingness to help customers promptly.

3. Dimensions of Service Quality
Assurance: Ability to convey trust and confidence.
Empathy: Ability to be approachable.
Tangibles: Physical facilities and facilitating goods.

4. Perceived Service Quality
Word of
mouth
Personal
needs
Past
experience
Expected
service
Perceived
Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Service Quality Assessment
1. Expectations exceeded
ES<PS (Quality surprise)
2. Expectations met
ES~PS (Satisfactory quality)
3. Expectations not met
ES>PS (Unacceptable quality)

5. Service Quality Gap Model

6. Service Gap Analysis
Expected level of service vs Actual level of service provided
SERVQUAL ( Stands for SERVICEQUALITY)
- 5 gaps
- 5 dimensions
A good example where gap analysis is used for improvements in business is in the services field
The most popular assessment tool used in service quality is called SERVQUAL, which involves a set of the 5 most important dimensions of quality according to rankings of customers
Also involves a set of 5 gaps which represent the difference between customers’ expectations and perceptions

7. SERVQUAL Model Gaps Gap 1
The difference between actual customer expectations and management’s idea or perception of customer expectations
Managers and employees have a very internal process-oriented view of their business, it is tough to break this view and to see things the way the customer does
This gap of the SERVQUAL Model can help management with customer service

8. SERVQUAL Model Gaps Gap 2
Mismatch between manager’s expectations of service quality and service quality specifications
To implement a system to improve this gap, management must first understand exactly what the customer wants
If this understanding is not present, it will be impossible for management to know whether their expectations are aligned with customer specifications.

9. SERVQUAL Model Gaps Gap 3 Poor delivery of service quality
Once the specifications from gap 2 are aligned the next step is to deliver these services in a perfect manner
Quality of delivery must be perfected during the interaction with the customer
The employees that are responsible for these actions are referred to as contact personnel
Some reasons for a lack of quality include poor training, communication, and preparation

10. SERVQUAL Model Gaps Gap 4
Differences between service delivery and external communication with customer
Customers are influenced by what what they hear and see about a company’s service
Word-of-mouth publicity and advertising are main outlets which customers open their opinions to
The difference between what a customer hears about a company’s service and what is actually delivered is represented by gap 4
This gap can lead to dangerously negative customer perceptions

11. SERVQUAL Model Gaps Gap 5
Differences between Expected and Perceived Quality
This gap is directly related to everyone’s perception of service quality
Customers expect certain things from certain companies
When someone goes into a McDonalds to order their favorite meal – a Big Mac, they are expecting exactly what they are accustomed to getting (a quick, no hassle, tasty big burger with all the works). If it takes 15 minutes to get a Big Mac that doesn’t even have the famous special sauce on it the customer’s perceived service of McDonalds is going to plummet.
If gaps 1 through 4 are closed to a minimum then gap 5 should follow, if there are any gaps left in steps 1 through 4 the perceived customer service quality will be negatively affected
The way to make sure these gaps are closed is through thorough systems design, precise communication with customers, and a well-trained workforce.

12. Quality Service by Design
Quality in the Service Package
Taguchi Methods (Robustness)
Poka-yoke
Quality Function Deployment

13. Classification of Service Failures with Poka-Yoke Opportunities
Server Errors
Task:
Doing work incorrectly
Treatment:
Failure to listen to customer
Tangible:
Failure to wear clean uniform
Customer Errors
Preparation:
Failure to bring necessary materials
Encounter:
Failure to follow system flow
Resolution:
Failure to signal service failure

14. House of Quality

15. Achieving Service Quality
Cost of Quality
Service Process Control
Statistical Process Control
Unconditional Service Guarantee

16. Costs of Service Quality (Bank Example)

17. Control Chart of Departure Delays
expected
Lower Control Limit
1998
1999