4. how can we improve service quality?
TRANSCRIPT
How can we improve service quality?
DESIGNING & MANAGING SERVICES
The service quality of a firm is tested at each service encounter.
If the employees are bored, cannot answer simple questions, or are visiting each other while customers are waiting, customers will
avoid doing business there again.
Factors Leading to
Customer-Switching
Behaviour
Pricing -high price -unfair pricing -deceptive pricing
Core Service Failure
-service mistakes -billing errors -service catastrophe
Service encounter failures
-Uncaring -Impolite -Unknowledgable
Inconvenience -location/hours -wait for appointment -wait for service
Response to Service Failure
-negative response -no response -reluctant response
Involuntary Switching
-customer moved -provider closed
Ethical problems -cheat -hard sell -unsafe
Competition -found better service
Managing Customer
Expectations
There are 5 gaps that cause unsuccessful delivery
1) Gap between consumer expectation and management perception.
2) Gap between management perception and service-quality perception.
5) Gap between perceived service and expected service.
3) Gap between service-quality specifications and service delivery.
4) Gap between service delivery and external communication.
-Providing service as promised -Dependability in handling problems -Performing services right first time -Maintaining error-free records -Providing services at promised time
Reliability
-Keeping customer informed as to when services will be performed -Prompt service -Willingness to help customers -Readiness to respond to customers’ requests.
Responsiveness
-Employees who install confidence in customers -Making customers feel safe in their transactions -Employees who are consistently courteous
Assurance
-Giving customers individual attention -Employees who deal with customers in caring fashion -Having customers’ best interests at heart -Employees who understand the needs of their customers
Empathy
-Modern equipment -Visually appealing facilities -Employees who have a neat, professional appearance -Visually appealing materials associated with the service
Tangibles
Created by Anngad Singh, Delhi Technological University,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com