Assurance : Ability to convey trust and confidence. Example : being polite and showing respect for customer.
Empathy : Ability to be approachable. Example : being a good listener.
Tangibles : Physical facilities and facilitating goods. Example : cleanliness.
Perceived Service Quality Word of mouth Personal needs Past experience Expected service Perceived service 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)
Gaps in Service Quality Word -of-mouth communications Personal needs Past experience Expected service External communications to consumers Perceived service Service delivery (including pre- and post-contacts) Translation of perceptions into service quality specifications Management perceptions of consumer expectations GAP 5 GAP 3 GAP 2 GAP 1 GAP 4 Customer Provider
External failure : Process control Quality planning
Customer complaints Peer review Training program
Warranty charges Supervision Quality audits
Liability insurance Customer comment card Data acquisition and analysis
Legal judgments Inspection Preventive maintenance
Loss of repeat service Supplier evaluation
Recruitment and selection
Labor and materials
Service Process Control Resources Identify reason for nonconformance Establish measure of performance Monitor conformance to requirements Take corrective action Service concept Customer input Customer output Service process
Customer loyalty is only due to the lack of a better alternative
Giving customers some extra value will delight them by exceeding their expectations and insure their return
Expressing Dissatisfaction Dissatisfaction occurs Action No Action Public Action Private Action Seek redress directly from the firm Take legal action Complaint to business, private, or governmental agencies Stop buying the product or boycott the seller Warn friends about the product and /or seller