Various service levels used by multiple service providers

1. SERVICE QUALITY
MANAGEMENT
BLESSWIN VARGHESE
S2 MBA
Mar Athanasios College for Advanced Studies Tiruvalla(MACFAST)
Kerala, India
www.macfast.org

2. Introduction
• The process of managing the quality of services delivered to a
customer according to his expectations is called Service Quality
Management.
• It basically assesses
• How well a service has been given to improve its quality
• Identify problem’s and correct them to increase customer satisfaction
• It encompasses the monitoring and maintenance of the varied services that
are offered to customers by an organization.

3. Dimensions of Service Quality
Measuring of service quality relies on the customer’s perception and this could be different from the expected service. To
determine the gap between services expected and perceived service, several models are used like the SERVQUAL model,
RATER model, e-SERVICE QUALITY etc. The main dimensions of service quality determination are as follows:
• Reliability – This is the ability to perform the service dependably and accurately, as promised. In software service, it
would be the correct technical functioning of the application and various features such as GUI features, billing, product
information etc.
• Responsiveness – How quickly the services are rendered to the customer and the promptness of service delivery. With
respect to software services, it would be the ability to respond to customer problems or give solutions.
• Assurance – This is a measure of the ability to convey trust to the customers and how well they extend the courtesy.
Software assurance involves the amount of confidence the customer has in handling the software application or
navigating a site, the belief he has on the information provided and its clarity, reputation etc.
• Empathy – Giving personalized attention, understanding the requirements and caring for the customers. The software
service would include customized applications, one-to-one customer attention, security privacy and understanding
customer preferences.
• Tangibles – The physical attributes like appearance, equipment, facilities etc. When we speak of software services, the
tangibles would be aesthetics of the software application or website, navigation features, accessibility, flexibility etc.

4. Seven Tips for Improving Service Quality
Management
1. Encourage agent feedback.
2. Have agents listen to their calls
3. Send post-contact surveys after every interaction
4. Establish clear Key Performance Indicator
5. Evaluate regularly
6. Give all agents clear and consistent standards
7. Take a team approach to eliminate bias

5. PROBLEMS OF SERVICE QUALITY
CONTROL
• Inseparability of production and consumption
• Communication gaps
• Failure to deliver promises o Failure to keep customer iformed
• Failure to listen on communicate in a way he can understand
• Viewing customer as statistics
• Short run/ profit motive of the business

6. ICICI – Service Levels
ICICI Bank is India's largest private sector bank with total consolidated assets
of Rs.11,242.81 billion as on March 31, 2018. ICICI Bank was established in
1955 at the initiative of the World Bank with the objective of creating a
developed financial institution for providing medium-term and long-term
project financing to Indian businesses. 1CICI Bank in year 1999 became the
first Indian company and the first bank from non- Japan Asia to be listed on
the New York Stock Exchange. In October 2001, ICICI Bank merged with
ICICI Personal Financial Services Limited and ICICI Capital Services Limited

7. Service Levels
• Savings Account - ICICI Bank offers 9 types of savings accounts to its
customers to serve their needs.Customers can carry out the basic banking
transactions easily and earn interest on their savings as well.
• Current Account - ICICI Bank Current Accounts are designed to suit small
& mid-sized traders, self-employed professionals requirements.The bank
provides 3 types of current accounts to its customers.

8. • Home Loan - ICICI Bank offers home loan at higher eligibility and lower EMIS at
attractive interest rates to meet customer's requirements.
• Personal Loan - ICICI Bank provides personal loans up to Rs.20 lakh with attractive
interest rates and tenure up to 7 years.
• Education Loan - ICICI Bank provides education loan up to Rs. 50 lakh and Rs.1 crore
for educational requirements in India and overseas respectively.
• Gold Loan - The bank provides gold loan for any value from Rs. 10,000 to Rs. 15 lakh
with simple and hassle free documentation process.
• Fixed Deposit - Get attractive interest rates and loan against fixed deposit with ICICI
Bank. Customers can avail ICICI Bank Fixed Deposit with a minimum deposit amount of
Rs.10000.
• Recurring Deposit - ICCI Bank offers recurring deposit with tenure ranging from 6
months to 10 years. Customers can attractive rate of returns and loan against recurring
deposit.

9. • Credit Card - ICICI Bank offers a variety of credit cards with host of features
and benefits that cater to the needs of different types of customers. Customers
can use it for shopping, entertainment, dining etc. and earn rewards &
cashback.
• Debit Card - ICICI Bank lets its customers choose from a range of debit
cards according to their daily withdrawal needs.
• Balance Enquiry - ICICI Bank account holders can check their account
balance by using missed call facility, SMS Banking, toll free number, ATM,
passbook or by visiting the bank branch.
• Mobile Banking - ICICI Bank mobile banking help customers access their
bank account anytime, anywhere. Customers can check their account balance,
make fund transfer and much more.

10. • Net Banking - Using ICICI Bank internet banking facility, account holders
can transfer funds, open a fixed deposit, buy general insurance, pay utility
bills and much more.
• Customer Care - ICICI Bank account holders can call ICICI Bank toll
free customer care number to get information related to various products
and get their queries resolved.

11. Conclusion
• Quality is one of the most important issues in the contemporary world. In case of
services, the customer is the best source of information on the quality, as he takes
part in the preparation of these services.Managing the quality of products and
services is very important to ensure that the business excels in meeting the customer
requirements and achieves organizational goals. Whether it’s a manufacturing firm
producing hardware or a software company providing services to clients, quality
management is the very essence of continuous improvement and business
growth.By combining quality control techniques and statistical process control
methods, several quality management principles were formulated that are to this day
used in industries across the world.