Maintaining
Service Quality
• Its not only about price, its about value.

Price vs. value
Excellent service is a profit strategy because it results
in:
• More new customers
• More business with existing customers...
• “A comparison of expectations with performance”
• Satisfaction= f (Perception)

Service Quality
Customer Perceptions of Service Quality and
Customer Satisfaction
Reliability
Responsiveness

Service
Quality

Situational...
• Reactive approach
• Proactive approach

Two Approaches
• Planning after results
• Measures taken hoping for a better future
• Example: post transaction surveys, complaint analys...
• Entails actively reaching out to customers and trying to
gather their feedback on service quality and suggested
areas of...
Where are we now?
Current Service
Quality

How will we know we are
getting there?

Service
Excellence

Where do we want to...
Marketer

Word-of-mouth
Communication

Personal Needs

Past Experience

Expected Service
GAP 5

Perceived Service

GAP 1

...
Service Quality Ring
• Why is promising a service quality so difficult?
• How can we measure the service quality?

……???......
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Maintaining service quality

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Maintaining service quality

  1. 1. Maintaining Service Quality
  2. 2. • Its not only about price, its about value. Price vs. value
  3. 3. Excellent service is a profit strategy because it results in: • More new customers • More business with existing customers, fewer lost customers • More insulation from price competition - excellent businesses can charge a premium price • Fewer mistakes requiring the re-performance of services. Why Bother Striving for Service Excellence?
  4. 4. • “A comparison of expectations with performance” • Satisfaction= f (Perception) Service Quality
  5. 5. Customer Perceptions of Service Quality and Customer Satisfaction Reliability Responsiveness Service Quality Situational Factors Assurance Empathy Tangibles Product Quality Price Customer Satisfaction Personal Factors
  6. 6. • Reactive approach • Proactive approach Two Approaches
  7. 7. • Planning after results • Measures taken hoping for a better future • Example: post transaction surveys, complaint analysis, control charts. Reactive Approach
  8. 8. • Entails actively reaching out to customers and trying to gather their feedback on service quality and suggested areas of improvement. • Example: Gap analysis, Staff training, Questionnaire, Surveys , Feedbacks, fish bone chart, pareto charts, blueprinting. Proactive Approach
  9. 9. Where are we now? Current Service Quality How will we know we are getting there? Service Excellence Where do we want to be? Defining Service Goals Measuring Service Quality How will we get there? Action Planning Gap analysis
  10. 10. Marketer Word-of-mouth Communication Personal Needs Past Experience Expected Service GAP 5 Perceived Service GAP 1 GAP 3 GAP 2 Service Provider External communication to consumers Service Delivery Converting perceptions into service quality specifications Management perceptions of consumer expectations Service Quality Gaps GAP 4
  11. 11. Service Quality Ring
  12. 12. • Why is promising a service quality so difficult? • How can we measure the service quality? ……???......

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