Service quality for attendees

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  • Gaps are indicators of corrective action and improvements
    In manufacturing, it could be difference between desired and existing conformance levels
  • The marketing research team of Parasuraman, Zeithamel, and Berry created this service quality measuring tool in 1988
    Has been used in a wide range of studies including fields such as health care, banking, appliance repair, and many other professions
    Five Gaps include
    Customer expectations vs. managerial perceptions
    Manager’s expectations of quality vs. quality specs
    Communication with customer at point of service or sale
    Service delivery vs. communication
    Perceived services vs. expected services
    SERVQUAL is not a measurement to compare and rank separate companies but only to provide a measure for managers to determine actions needed in their own services
  • 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
  • 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.
  • 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
  • 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
  • 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.
  • Extent, nature and quality of marketing research
    Though managers may not have a firm grasp Research suggests that customer contact personnel can accurately predict customer expectations and perceptions of service.
    Layers of management inhibit communication and understanding because they place barriers between those who know and those who want to!
  • Management’s commitment here is long term adherence to service quality. Sometimes mgt moves into action due to complaints etc and then once they reduce in number they move on…sometimes short term goals take precedence.
    Establish formal goals relating to service quality… “
    Task standardization… add technology, improvement in work methods..a combination of both
  • Perceived Control ..extent to which employees feel they are in control
    Supervisory control systems…extent to which employees are evaluated on their behaviors rather then solely on the results
  • Horizontal refers to communication within and between departments
    “no Surprises” concept
  • Explicit Service Promises --- advertising, personal selling, contracts, other communication
    Implicit Service Promises--- tangibles, price
    Word – of – Mouth – personal, experts
    Past Experiences
  • A moment of truth starts from the advertising and is on till the customer comes back.
  • Service quality for attendees

    1. 1. Service Quality  The Module Details Gaps in Service Quality. The Concept of 'Moments of Truth' Is Explored sunil kumar
    2. 2. Definition of Gap Analysis  Formal means to identify and correct gaps between desired levels and actual levels of performance  Used by organizations to analyze certain processes of any division of their company sunil kumar
    3. 3. SERVQUAL A gap analysis research instrument Created by Parasuraman, Zeithamel, and Berry Introduced in 1988 sunil kumar
    4. 4. SERVQUAL Model Gaps Gap 1 The difference between actual customer expectations and management’s idea or perception of customer expectations E x p e c t e d S e r v ic e M a n a g e m e n t P e r c e p t io n s o f C u s t o m e r E x p e c t a t i o n s sunil kumar
    5. 5. SERVQUAL Model Gaps Gap 2 Mismatch between manager’s expectations of service quality and service quality specifications M a n a g e m e n t P e r c e p t i o n s o f C u s t o m e r E x p e c t a t i o n s S e r v i c e Q u a l i t y S p e c i f ic a t i o n s sunil kumar
    6. 6. SERVQUAL Model Gaps Gap 3 Poor delivery of service quality S e r v i c e Q u a l i t y S p e c i f ic a t i o n s S e r v i c e D e l i v e r y sunil kumar
    7. 7. SERVQUAL Model Gaps Gap 4 Differences between service delivery and external communication with customer S e r v i c e D e l i v e r y E x t e r n a l C o m m u n i c a t io n s t o C u s t o m e r s sunil kumar
    8. 8. SERVQUAL Model Gaps Gap 5 Differences between expected and perceived quality E x p e c t e d S e r v i c e P e r c e i v e d S e r v i c e sunil kumar
    9. 9. SERVQUAL Model sunil kumar
    10. 10. SERVQUAL Model Gaps Gap 1 The difference between actual customer expectations and management’s idea or perception of customer expectations Marketing Research Upward Communication Number of Levels of Management sunil kumar
    11. 11. SERVQUAL Model Gaps Gap 2 Mismatch between manager’s expectations of service quality and service quality specifications Management’s commitment to service quality Goal Setting Task Standardization Perception of Feasibility sunil kumar
    12. 12. SERVQUAL Model Gaps Gap 3 Poor delivery of service quality Teamwork Employee Job Fit Technology Job Fit Perceived Control Supervisory control systems Role ConflictRole ambiguity sunil kumar
    13. 13. SERVQUAL Model Gaps Gap 4 Differences between service delivery and external communication with customer Horizontal Communication Propensity to Over promise sunil kumar
    14. 14. SERVQUAL Model Gaps Gap 5 Differences between Expected and Perceived Quality Expected Service Explicit Service Promises Implicit Service Promises Word – of – Mouth Past Experiences sunil kumar
    15. 15. Zone of Tolerance Desired Service Adequate Service Zone of Tolerance sunil kumar
    16. 16. Recap of ServQual sunil kumar
    17. 17. Moments of Truth Jan Carlzon (1987) “any episode when a customer comes into contact with any aspect of the company, however remote and thereby has an opportunity to form an impression.” sunil kumar DESINGED BY Sunil Kumar Research Scholar/ Food Production Faculty Institute of Hotel and Tourism Management, MAHARSHI DAYANAND UNIVERSITY, ROHTAK Haryana- 124001 INDIA Ph. No. 09996000499 email: skihm86@yahoo.com , balhara86@gmail.com linkedin:- in.linkedin.com/in/ihmsunilkumar facebook: www.facebook.com/ihmsunilkumar

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