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Service Quality.pptx

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Service Quality.pptx

  1. 1. Measuring Service Quality
  2. 2. Customer Perception For Services: •Provide a solid basis for understanding what influences customer perceptions of service and the relationships among customer satisfaction, service quality, and individual service encounters. •Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.
  3. 3. WHO IS A CUSTOMER….. Anyone who receives the company’s services, including: external customers (outside the organization, business customers, suppliers, partners, end consumers) internal customers (inside the organization, e.g., other departments, fellow employees)
  4. 4. CUSTOMER PERCEPTION OF QUALITY AND CUSTOMER SATISFACTION
  5. 5. FACTORS THAT INFLUENCE CUSTOMER SATISFACTION: •Product quality •Service quality •Price •Specific product or service features •Consumer emotions •Attributions for service success or failure •Perceptions of equity or fairness •Other consumers, family members, and coworkers •Personal factors •Situational factors
  6. 6. •Increased customer retention •Positive word-of-mouth communications •Increased revenues OUTCOMES OF CUSTOMER SATISFACTION
  7. 7. 0% 20% 40% 60% 80% 100% Very dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Very satisfied Satisfaction measure Loyalty (retention) RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND LOYALTY
  8. 8. •The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected. •Process and outcome quality are both important. SERVICE QUALITY
  9. 9. WHAT IS QUALITY •Conformance to standards • Conformance to specifications • Service quality is a term which describes a comparison of expectations from service with its performance .• The difference between what customers expect and what they perceive themselves to be receiving”. • Improved service quality may increase economic competitiveness.
  10. 10. The Five Dimensions of Service Quality 1. Reliability Ability to perform the promised service dependably and accurately. 2. Assurance Knowledge and courtesy of employees and their ability to convey trust and confidence. 3. Tangibles Physical facilities, equipment, and appearance of personnel. 4. Empathy Caring, individualized attention the firm provides its customers. 5. Responsiveness Willingness to help customers and provide prompt service.
  11. 11. SERVQUALATTRIBUTES: RELIABILITY: 1. Providing service as promised 2. Dependability in handling customers’ service problems 3. Performing services right the first time 4. Providing services at the promised time 5. Maintaining error-free records RESPONSIVENESS: 1.Keeping customers informed as to when services will be performed 2.Prompt service to customers 3.Willingness to help customers 4.Readiness to respond to customers’ requests
  12. 12. SERVQUAL ATTRIBUTES ASSURANCE: 1. Employees who instill confidence in customers 2. Making customers feel safe in their transactions 3. Employees who are consistently courteous 4. Employees who have the knowledge to answer customer questions EMPATHY: 1. Giving customers individual attention 2. Employees who deal with customers in a caring fashion 3. Having the customer’s best interest at heart 4. Employees who understand the needs of their customers 5. Convenient business hours
  13. 13. SERVQUALATTRIBUTES TANGIBLES: 1. Modern equipment 2. Visually appealing facilities 3. Employees who have a neat, professional appearance 4. Visually appealing materials associated with the service
  14. 14. SERVICE QUALITY

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