24909960 service-quality-model

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24909960 service-quality-model

  1. 1. SERVICE QUALITY MODEL BY , GROUP 6 RASHMI.S SHILPI ADHIKARY SISIRA.S. SASI RAHUL SHARMA ABHILASH IYYAPAN
  2. 2. Facts !!!!!  Subject of study since 1980’s.  Service quality is a challenging topic in contemporary quality management theory & practice..  3 consistent findings:  1. service quality is more difficult for the consumer to evaluate than product quality;  2.service quality perceptions result from a comparison of consumer expectations with actual service performance;  3. quality evaluations are not based solely on the outcome of a service but also involve evaluation of the delivery process.
  3. 3. SERVICE DIMENSIONS  Reliability  Responsiveness  Competence  Access  Courtesy  Communication  Credibility  Security  Understanding/Knowing the customer  Tangibles
  4. 4. SERVICE QUALITY GAPS MODEL
  5. 5. GAPS MODEL • Offers an integrated view of consumer – company relationship. • Based on substantial research amongst a number of service providers. • Common with the Gronroos model, it shows the Perception Gap & outlines contributory factors • Here, Expected Service – fn of word of mouth communication, past experience & personal need.
  6. 6. • Perceived service – product of service delivery & external communication to consumers. • However the GAP model goes further in its analysis of the key contributory factors. • It provides a more rigorous description of the contributory Gaps & lists key drivers for each gap and generic breakdown of each of these drivers.
  7. 7. GAPS IN THE MODEL  Gap 1: Customer Expectations – Management Perceptions Gap  Gap 2: Management Perceptions - Service Quality Specifications Gap  Gap 3: Service Quality Specifications - Service Delivery Gap  Gap 4: Service Delivery - External Communications Gap  Gap 5: Expected Service - Perceived Service Gap (or the Service Performance Gap)
  8. 8. GAP 1  Customers Expectations –Management Perceptions Gap  Causes:  1. Inadequate market research orientation  2. Lack of upward communication  3. Insufficient customer relationship focus.
  9. 9. PREVENTION MEASURES  Collect Data On Customer Expectations  Relate Customer Data To Overall Service Strategy  Increase Management Contact With Customers  Increase Internal Communications  Track Performance On Satisfaction
  10. 10. GAP 2  Management Perceptions - Service Quality Specifications Gap.  Causes:  1. Absence of customer driven standards.  2. Inadequate service leadership  3. Poor service design
  11. 11. PREVENTION MEASURES  Leadership commitment  “Can’t be done” - create possibilities  Standardize tasks  Goal setting - based on service goals
  12. 12. GAP 3  Service Quality Specifications - Service Delivery Gap.  Causes:  1. Deficiencies of human resource policies – no training, empowerment…  2. Failure to match supply & demand  3. Customers not fulfilling roles
  13. 13. CONTD….  Provide data on performance, on definition of standards for excellent service  Provide opportunity to change and to grow  Provide training - educate employees about customers  Harmonise roles - define in customer service terms  Develop team environment - work together  Empower people to solve problems  Provide support to employees to create high performance service
  14. 14. GAP 4 • Service Delivery - External Communications Gap. • Causes: • 1. Ineffective management of customer expectations • 2. Overpromising • 3. Inadequate horizontal communications.
  15. 15. CONTD…..  Break down barriers between departments  Communicate freely  Understand and mentor internal customers  Standardize and communicate policies and procedures  Communicate standards, policies and procedures to  Customers  Emphasise primary characteristics  Manage customer expectations
  16. 16. GAP 5 • Expected Service - Perceived Service Gap • This gap is the result of the other gaps • This is the gap the customer notices • Feedback on this gap (complaints) is diagnostic of the other gaps • Here is where we obtain information that provides the imperative for improvement. • Proactively seeking feedback here is essential to improvement
  17. 17. THANK YOU

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