CONTENT Service quality Customer Expectations SERVICE-QUALITY MODEL Determinants of service quality Best practices of service-quality management Conclusion
SERVICE QUALITYService quality refers to a number of inter-related factorsincludingthe way in which individuals are treated by providers,the scope of services and options available to clients,the quality of the information provided to the clients andquality of the counselling skills,the promotion of individual choice,the technical competence of providers, andthe accessibility and continuity of services.
CUSTOMER EXPECTATIONS Customer forms service expectations from many sources PAST WORD OF ADVERTISING EXPERIENCES MOUTH In general, customer compare PERCIEVED SERVICE EXPECTED FALLS CUSTOMER DISAPPOINTED V/S SERVICE ABOVE CUSTOMER MAY BE mark SATISFIED OR DELIGHTED
SERVICE-QUALITY MODEL The service-quality model highlights the main requirements for delivering high service quality It identifies 5 gaps that causes unsuccessful delivery.
5 DETERMINANTSor FACTORS OF SERVICE QUALITY Itis based on the service-quality model 1. Reliability- The ability perform the promised service dependably and accurately. 2. Responsiveness- The willingness to help customers and to provide prompt service. 3. Assurance- The knowledge and courtesy of employees and their ability to convey trust and confidence. 4. Empathy- The provision of caring, individualized attention to customers. 5. Tangibles- The appearance of physical facilities, equipment, personnel, and communication materials.
Best Practices ofService-Quality ManagementA well-managed service companies share the following common practices: 2. 4. 1. 3. Top Self-ServiceStrategic High management Technologiesconcept Standards commitment (SSTs), 6. 7. 5. Satisfying Satisfying Monitoring Customer Employees as well Systems Complaints as Customers
1. STRATEGIC CONCEPT TOP SERVICE COMPANIES CUSTOMER CLEAR SENSE OF OBSESSED TARGET CUSTOMERS & THEIR NEEDS DEVELOPE DISTINCTIVE STRATEGYExample-A BROKERAGE FIRM stays close to customers by assigning asingle FINANCIAL ADVISIOR & one ADMINISTRAITOR to each oftheir branch offices.
2.TOP MANAGEMENTCOMMITMENT Organizations like- McDonald’s, Apollo Hospitals, Infosys,& Wipro have a thorough commitment to service quality. Managements look not only at financial performance but also at service performance. Example- McDonald’s top management continually measures each outlet on the basis of “QSCV” - Quality, Service, Cleanliness, & Value.
3.HIGH STANDARDS BEST SERVICE SET HIGH SERVICE – QUALITY PROVIIDERS STANDARDSExample- CITY BANK REPLY TO CUSTOMER CALLS LETTERS WITHIN 10 SECONDS WITHIN 2 DAYS
4-SELF SERVICETECHNOLOGIES(SST’s) Consumer value convenience in service. REPLACED PERSON –TO- BY SELF –SERVICE PERSON SERVICE TECHNOLOGIES Examples of SST’s- 1. Vending machine 2. ATM’S 3. Self pumping at gas station 4. self checkout at hotels 5. On Internet- Ticket purchasing, Trading, Customization of product
5. MONITORINGSYSTEMS: AUDIT OWN TOP FIRMS SERVICE PERFORMANCE COMPETITORS To PROBE customers SATISFIERS & DISSATISFIERS they use- CUSTOMER SUGGESTION & SERVICE AUDIT SURVEYS COMPLAINTS TEAMS FORMS COMPARISION MYSTERY SHOPPING SHOPPING Ex- Fast-food-chains, use mystery shopper to pinpoint & fix customer-service problems.
6- SATISFYINGCUSTOMER COMPLAINTS “Every complaints is a gift if handled well’’ CUSTOMER COMPLAINTS REMEDY OF NO REMEDY SITUATION HIGH REVENUE LOW REVENUE GREATER PROFIT LESSER PROFIT
7. SATISFYINGEMPLOYEES AS WELL AS CUSTOMERS POSITIVE WILL PROMOTE STRONGER EMPLOYEE CUSTOMER ATTITUDE LOYALTY REWARDS FOR CUSTOMER VISITS GOOD SELLER AGAIN PERFORMANCE
CONCLUSION Customers expectations play a critical role in their service experiences and evaluations. Companies must manage service quality by understanding the effects of each service encounter.
REFERENCES MARKETING MANAGEMENT ( A SOUTH ASIAN PERSPECTIVE ), 13TH EDITION- by PHILIP KOTLER et al. Service quality - http://erc.msh.org/mainpage.cfm?file=2.2.3s.htm &module=gmt&language=English