Quality Management Lecture 2.

Quality of Services

HIPI principles

• Heterogenity (variability in the quality of service because services are provided by people, and people perform inconsistently)

• Intangibility (there is no specimen )

• Perishability (vary in demand can occur

• e difficulty in supply)

• Inseparability (good service can’t be separated from bad service)

10 quality dimensions of services

• Reliability - service is performed on a high level of standards again and again, with high accuracy

• Responsiveness - the willingness of employees to provide the service and how fast the service is provided

• Competence - possession of required skills, and knowledge • Access - approachability and ease of contact • Courtesy -comprises politeness, respect, friendliness • Communication - informing the customers in an

understandable way and listening to them • Credibility - trustworthiness and honesty • Security - physical and financial safety • Understanding the customer - steps to know customer better • Tangibles - all physical products that are involved in service

delivery

SERVQUAL

• Valid for number of service situation

• Reliable (different readers interpret the same questions similarly)

• Short

• Standardized procedure

RATER model

• Reliability - service provider perform the promised service dependably and accurately.

• Assurance – Involves knowledge and courtesy of employees and their ability to inspire trust and confidence

• Tangibles – equipment, the personnel and communication materials.

• Empathy – Which is caring, individualized or customized attention the organization provides its customers

• Responsiveness – willingness to be helpful and prompt in providing service (waiting time )

It is an efficient model in helping an organization shape up their efforts in bridging the gap between perceived and expected service.

Dimension Question

Tangibles 1-4

Reliability 5-9

Responsiveness 10-13

Assurance 14-17

Empathy 18-22

GAP model

• customers’ requirements are affected by:– needs– Earlier experience– Word of mouth– Service provider’s communication

• Expected service perceived service quality

EXPECTED SERVICE

PERCIEVED SERVICE

GAP 5

Service delivery

External communications to the customer

Translation of perceptions into service quality specifications

Management perceptions of the customers expectations

GAP 3

GAP 2

GAP 4

GAP 1

Customer

Service provider

Influenced by many factors

GAP MODEL

GAP model• GAP 1 (Knowledge Gap) – the difference between guest’s

expectation and management perceptions of those expectations, i. e. not knowing what consumer expect

• GAP 2 (Standards Gap) – difference between managements perceptions of guest’s expectations and service quality specifications , i.e. improper service quality standards

• GAP 3 (Delivery Gap) – difference between service quality specifications and service actually delivered, i.e. the service performance gap

• GAP 4 (Communication Gap) – difference between service delivery and the communications to the guests about service delivery, i.e. whether promises match delivery?

• GAP 5 (Overall Gap) – the difference between guests expectation and perceived service.

Improve service quality• Service Blueprinting – flow chart isolates

potential fail points• Moments of Truth – fail points, when customers

expect something to happen define fail-safes and procedures (welcome customer when enter the restaurant)

• Poka-Yoke – fail-safes, ensure that certain errors never occur– Warning methods (beeper - ATM)– Physical contact methods (placement of equipments,

goods)– Visual contact methods (lamps – „On air”, above cash

register)

Blueprinting of shoe-shine process

Brush shoes Apply polish buff Collect payment

30 sec 30 sec 45 sec 15 sec

Fail

point

Clean shoes

45 sec

Materials (polish, cloth)

Select and purchase supplies

Seen by customer

Not seen by customer

Standard time: 2 min

Total accaptable time: 5 min

1. Identify process step

2. Identify fail point

3. Establish time frame

4. Analyze profit

Services Transaction analysis

• Identifying those transactions, when customers encounter businessperson, and evaluating them from the customers’ perspective– Service process must be selected– Mystery shoppers walk through the process– Rate each transaction in the process with

either „+”, „0”, or „-”

Thank you for your attention!