Urban, W., Leipzik 2009

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Urban, W., Leipzik 2009

  1. 1. Service quality evaluation methods, the state and outlook Wieslaw Urban [email_address]
  2. 2. Three perspective of service quality evaluation (1) service provider customers visibility line p erceived service quality measurement <ul><li>d isconfirmation model , Servqual </li></ul><ul><li>q uality attributes fulfilment </li></ul><ul><li>measurement of incidents , Critical Incident Technique </li></ul>
  3. 3. Three perspective of service quality evaluation (2) service provider customers visibility line i ndependent comparison to standards <ul><li>Mystery Shopping </li></ul>
  4. 4. Three perspective of service quality evaluation (3) service provider customers visibility line organizational processes measurement <ul><li>lead-time </li></ul><ul><li>queuing time </li></ul><ul><li>fault s </li></ul><ul><li>etc. </li></ul>
  5. 5. Study aims and empirical research method To examine the usage of service quality evaluation methods (SQEM) in service industry in one post-transition economy What is the role of these methods in enterprises ’ key performances creation ? To explain the different usage and significance of SQEM, taking into consideration a particular economy background The research population enclosed 230 service enterprises operating in three regions of Poland Direct questionnaire interviews with managers To compare different approaches to service quality evaluation
  6. 6. SQEM usage and acquaintance Currently used Acquainted, but not used Unknown Those who use method versus acquaint Perceived quality measurement by own quality attributes 113 81 36 58.2 % Quality-based organi s ational processes measurement 74 103 53 41.8 % Mystery Shopping 37 109 84 25.3 % Critical Incident Technique 7 66 157 9.6 % Servqual 2 45 183 4.3 %
  7. 7. Correlation coefficients ISO 9001 system Team working on solving quality problems Number of employees The profitability change in the last three years The market share change in the last three years Perceived quality measurement by own quality attributes 0.519 0.410 0.420 Quality-based organi s ational processes measurement 0.421 0.336 0.230* 0.222 0.213* Mystery Shopping 0.334 0.348 0.317 0.248 Critical Incident Technique 0.532 0.511 0.382 Servqual 0.447 0.567 0.354 p<0.001 *p<0.01
  8. 8. C onclusions <ul><li>The utilisation of SQEM in the researched service industry is definitely insufficient </li></ul><ul><li>The available set of SQEM is not fully attuned to the needs of managers </li></ul><ul><li>Especially small organisations need more educational activities focusing on transferring the knowledge concerning SQEM </li></ul><ul><li>Among the three main approaches, the organi s ational processes assessment perspective has emerged as the most significant, but the customer perception perspective is the most widely applied </li></ul>
  9. 9. C onclusions <ul><li>It is extremely difficult to find a constant and universal set of quality attributes in services </li></ul><ul><li>Looking for new method s seems to be still up-to-date challenge </li></ul><ul><li>There is the need of the legible model of how to employ together three kinds of SQEM – perceived quality measurement, standards fulfilment assessment and organisational processes measurement </li></ul>
  10. 10. Thank you!

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