Pom( The Service Quality Conundrum )
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The document discusses the impact of competition on service quality using the example of a restaurant called a darshini in Bangalore. It summarizes that after a new competing restaurant opened nearby, the original darshini had cleaner facilities, faster service, improved food quality, and even lower prices. The document then provides background on models for measuring service quality, including the SERV-QUAL model and its five dimensions of reliability, responsiveness, assurance, tangibles, and empathy.
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This document discusses quality management and defines quality as meeting or exceeding customer requirements. It outlines dimensions of quality for products and services, including performance, aesthetics, reliability, and responsiveness. The key determinants of quality are design, conformance to design, ease of use, and after-delivery service. Poor quality can result in lost business, liability, reduced productivity, and higher costs. The document then introduces total quality management (TQM) and six sigma as philosophies for continual quality improvement involving all employees and focusing on customer satisfaction.
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- 1. THE SERVICE QUALITY CONUNDRUM
- 3. โข Darshinis are restaurant formats in Bangalore where there are no seating arrangements. Their intention is to do volume business but take-aways/ parcels are available. The quality of food items supplied in these restaurant formats is often good. Generally the prices in these restaurants are considered reasonable as they are segmented towards the middle class populace. One gets a wide choice of South Indian food items and some of these restaurants have also introduced North Indian items on their menu
- 4. โข Last week I(Author) visited a darshini closer home after 6 months. In the last 1 month, another new restaurant had opened in the vicinity of this old restaurant. I was astounded to find that this place was cleaner than before, the service was fast, quality had greatly improved and the owner had even managed to cut the prices. It left me wondering - how competition has impacted service quality!
- 5. โข Service marketing experts have defined service quality as the gap between expectations and perceptions. The legendary SERV-QUAL model is now widely acknowledged as a seminal piece of academic work. This model helps in assessing service quality
- 6. โข When Ritz Carlton hotel in USA decided to launch their TQM program, they had to face many challenges but they eventually enjoyed a successful culmination of their efforts. Sir Patrick Mene, the COO, led these efforts from the front.
- 7. โข Patrick Mene was the corporate director of quality at Ritz Carlton and he said, โPeople need to understand the economics of quality. When you donโt satisfy all of the customers all of the time, it can cost you a fortune. So we found that the benefits more than outweighed any problems. A quality approach to running a business is the most cost-effective, least capital-intensive path to profitability.โ
- 8. โข Christian Gronroos had proposed the two-dimensional model of service quality comprising the twin elements of technical quality and functional quality. Technical quality refers to the outcome of a service delivery and functional quality refers to the process by which service is delivered.
- 9. The legendary SERV-QUAL model by Padmanabhan, Zeithaml identified 5 dimensions of service quality - Reliability, Responsiveness, Assurance, Tangibles and Empathy