1. How can we improve service
quality?
Shubham Goswami
Jadavpur University

2. Service performance is judged in every encounter

3. Customers compare the perceived
service with the expected service

4. If the perceived service is below par, then customers are
disappointed

5. Managing Customer Expectations

6. The 5gaps that
cause
unsuccessful
delivery

7. Gap between consumer expectation
and management perception
Gap between management perception
and service quality specifications
Gap between service quality
specifications and service delivery
Gap between service delivery and
external communications
Gap between perceived service
and expected service

8. The 5 determinants of service quality

9. Reliability
The ability to perform the promised
service dependably and accurately

10. Responsiveness
Willingness to help customers and
provide prompt service

11. Assurance
The knowledge and courtesy of employees and their
ability to convey trust and confidence

12. Empathy
The provision of caring, individualized attention
to customers

13. Tangibles
The appearance of
physical facilities,
equipment, personnel
and communication
materials

14. Incorporating
Self-Service Technologies

15. Many person-to-person interactions are being
replaced by self -service technologies (SSTs)

16. There is a need to successfully integrate technology into
the workforce

17. This requires a comprehensive re-engineering of the front office to
identify what people do best, what machines do best and how to
deploy them safely and together

18. Summary
Superior service delivery requires managing
customer expectations and incorporating self-
service technologies
Customer’s expectations play a critical role in their
service experiences and evaluations
Companies must manage service quality by
understanding the effects of each service
encounter

20. Disclaimer
Created by
Shubham Goswami, Jadavpur
University, during a marketing internship
by
Prof. Sameer Mathur, IIM Lucknow
(see www.IIMInternship.com)