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Service Quality
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What Makes Service Quality Unique
1. Service is intangible - it cannot be easily measured, tested and verified in advance of sales to assure quality;
2. Services are perishable;3. Precise standards like manufacturing can rarely be
set;4. It is created and consumed simultaneously or near
simultaneously; Service Production and Consumption are often inseparable i.e. Customer is in service factory.
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What Makes Service Quality Unique
6. Services offered can vary from “Producer to Producer” e.g. outlet to outlet;
7. Outcome of Service is as important as process of delivery; assessment of quality is made during the service delivery process.
8. Service Quality is more difficult for customer, to evaluate, than product quality;
9. Customer cannot retain the actual service. The effect of the service can be retained.
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Service Quality Model
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Word of Mouth
Perceived Service Quality
Personal Needs
Perceived Service.
Past Experience
External Cummications
Expected Service
Customers' Assessment of Service Quality
“Delivering Service Quality” by Valerie, Parsuraman and Leonard”
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Service Quality Gap
The gap between expected and perceivedservice is a measure of service quality Expectation > Service perceived =
Exceptional Quality, Expectations < Service perceived =
Unacceptable quality. Expectations = Service perceived =
Satisfactory Quality.
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Challenges of Measurements in Service Quality
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Word of Mouth
Perceived Service Quality
Personal Needs
Perceived Service.
Past Experience
External Cummications
Expected Service
Customers' Assessment of Service Quality
Dimensions of Service Quality
TangiblesReliability
ResponsivenessCompetence
CourtesyCredibilitySecurityAccess
CommunicationUnderstanding the
Customer
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Reliability" Ability to perform the promised service dependably & accurately"
Competence"Possession of the required
skills and knowledge to perform the service"
Responsiveness"Willingness to help customers and provide prompt service"
Definition of Dimensions
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Security"Freedom from danger, risk, or
doubt"
Access"Approachability and ease of
contact"
Communication"Keeping Customers informed
in language they can understand and listening to
them"
Definition of Dimensions
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Dimension Measurements
Reliability – On time delivery performance, Errors in invoices
Responsiveness – Cycle time (speed)
Access – Availability (24x7), Downtime of web
Credibility – Financial Ratings, Image
Mix of Performance Indicators and Perception Measures
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Causes of Service Quality Gaps (Customer Dissatisfaction)
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Gap 1Customer Expectations
(Expected Service)
Managements Perception of Customer Expectations
1. Lack of Market Research Orientation;
2. Inadequate upward communication;
3. Too many levels of management
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Gap 2
Service Quality Specifications
Management Perceptions of Customer Expectations
1. Inadequate management commitment to Service Quality
2. Perception of infeasibility3. Absence of goal setting
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Gap 3
Service Delivery
Service Quality Specifications
1. Role ambiguityغموض 2. Role conflict3. Poor technology4. Lack of team work5. Poor employee – job fit
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Gap 4
Service Delivery
External Communications
to Customers
1. Propensity الى to النزعةover-promise
2. Inadequate horizontal communication
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Past ExperiencePersonal Needs
Expected Service
Perceived Service
Service Delivery External communication to consumers
Word-of-mouthCommunication
Converting perceptions into service quality specifications
Management perceptions of consumer expectations
GAP 5
GAP 2
GAP 3
GAP 4
GAP 1
Marketer
Service Provider
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Establishing Service Quality Performance Standards
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Performance Standards
Qualitative;Quantitative;Benchmark (In line with Customer
expectations).
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FedEx Service Quality Indicator(Quantitative)
No. of damaged packages; No. of lost packages; Missed pickups; Aircraft delays; Reopened complaints (complaints not solved first time); Wrong day late deliveries; Right day wrong delivery; Abandoned calls; Invoice adjustment requests; Missing proof of deliveries.
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Concluding Thoughts
Provide Services to Colleagues and Customers
Guest Relations
Complaint Handling
TYPES OF CUSTOMERS
INTERNAL CUSTOMERS
People with whom we work
EXTERNAL CUSTOMERSIncluding:
- International tourists
- Families
- Business Travellers
- People with disabilities
- Difficult customers
Provide Service to colleagues and customers
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What are wants, needs and expectations?
Needs– A human need is a state of felt deprivation
Wants– A form taken by human needs as they are shaped by culture and
individual personality Expectations
– To be treated with respect– To be made welcome– To receive timely and professional assistance and service– To be understood– To feel important– To be appreciated– To be recognised– To enjoy the experience
Provide Service to colleagues and customers
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WHY PEOPLE COMPLAIN?
From frustration
To impress other people
For compensation
Provide Service to colleagues and customers
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When dealing with a guest complaint - NEVER
Talk down to the customer
Be defensive Justify why it
happened Blame other people or
departments Blame the customer
Provide Service to colleagues and customers
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COMPLAINT HANDLING PROCEDURE
Listen without interruption Don’t get defensive Use a ‘sad but glad’ expression Express concern and empathy - apologise sincerely Establish the problem - ask questions Find out what they want Explain what you can and cannot do Fully discuss alternatives Take Action Follow up to ensure they are happy
Provide Service to colleagues and customers
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Provide Service to colleagues and customers
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DIFFERENCE BETWEEN A COMPLAINING CUSTOMER AND A DIFFICULT CUSTOMER
A complaining customer is somebody whose needs and expectations have not been met
A difficult customer is somebody who is a challenge to serve because of their personality, for example, they may be rude, impatient or talkative
Provide Service to colleagues and customers
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HOW CAN A CUSTOMER BE DIFFICULT?
Rude Impatient Noisy Talkative Confused - unable to
make decisions Silent Fussy
