Service quality is the conformance of service provider's service delivery and the promised communication. SERVQUAL is tool in measuring service quality. Customer defined standards of service delivery are to be understood in order to make customer satisfied by the service delivered.
Service quality is the conformance of service provider's service delivery and the promised communication. SERVQUAL is tool in measuring service quality. Customer defined standards of service delivery are to be understood in order to make customer satisfied by the service delivered.
Significance of Service quality is very important for the success of a service company :
1. To win credibility & get repeat customers : If a company offers quality service consistently, It enjoys repeat business, i.e., customers visit it repeatedly. They may even refer it to their friends & relatives and provide positive word-of-mouth publicity to the quality service offered by the company.
2. To charge premium price : When a company offers superior quality service, compared to its competitors, customers who value quality will always prefer this company to other players in the market. So, the company will be in a position to charge a premium price from customers.
According to Berry & A Parasuraman, service quality is determined by customers using various criteria like credibility, security, access, communications, tangibles, responsiveness, reliability, competence, courtesy, tangibles, understanding, etc. Gronoos also suggested another list of criteria as professionalism & skills, attitude & behaviour, accessibility & flexibility, reliability & trustworthiness, reputation & credibility, and recovery. Since some of these factors are similar or overlapping, the authors have consolidated these into five distinct dimensions,
These dimensions represent how consumers organise information about service quality in their minds. These five dimensions were found relevant for banking, insurance, appliances repair, & maintenance, securities brokerage, long distance tele-service, auto repair service, & others. The dimensions are also applicable to retail & business services. This can be logically extended to internal services as well.
Service quality and customer satisfaction are integral components of today's customer service world. Both of the attributes are inter-related to each other and combination of which appreciates the efficiency of a process.
Significance of Service quality is very important for the success of a service company :
1. To win credibility & get repeat customers : If a company offers quality service consistently, It enjoys repeat business, i.e., customers visit it repeatedly. They may even refer it to their friends & relatives and provide positive word-of-mouth publicity to the quality service offered by the company.
2. To charge premium price : When a company offers superior quality service, compared to its competitors, customers who value quality will always prefer this company to other players in the market. So, the company will be in a position to charge a premium price from customers.
According to Berry & A Parasuraman, service quality is determined by customers using various criteria like credibility, security, access, communications, tangibles, responsiveness, reliability, competence, courtesy, tangibles, understanding, etc. Gronoos also suggested another list of criteria as professionalism & skills, attitude & behaviour, accessibility & flexibility, reliability & trustworthiness, reputation & credibility, and recovery. Since some of these factors are similar or overlapping, the authors have consolidated these into five distinct dimensions,
These dimensions represent how consumers organise information about service quality in their minds. These five dimensions were found relevant for banking, insurance, appliances repair, & maintenance, securities brokerage, long distance tele-service, auto repair service, & others. The dimensions are also applicable to retail & business services. This can be logically extended to internal services as well.
Service quality and customer satisfaction are integral components of today's customer service world. Both of the attributes are inter-related to each other and combination of which appreciates the efficiency of a process.
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4. ASSURANCE
The ability to convey trust and confidence, and demonstrate knowledge and confidence
HOW IT CAN BE DONE ?
Know your products and process
5.
6. EMPATHY
Care and individual attention
given to customers
HOW IT CAN BE DONE ?
Show concern when interacting
with enrollees
Listen actively
7.
8. RELIABILITY
The ability to provide what was
promised dependably and accurately.
HOW IT CAN BE DONE ?
Ensure data is correctly entered on
identification cards and on enrollee
list.
Maintain good relationship with
providers to ensure smooth access to
care for enrollees
9. TANGIBILITY
Physical appearance of personnel, facilities and equipment
HOW IT CAN BE DONE ?
Maintain clear and friendly tone of voice over the phone
Design and appearance of email
Dressing and presentation of front desk representative, as well as
appearance of reception area
10.
11. RESPONSIVENESS
This is the willingness to help customers and provide prompt service.
HOW IT CAN BE DONE ?
Respond to emails promptly
Pick up calls on time and be sure to return missed calls