topic 4 - service quality
TRANSCRIPT
-
8/3/2019 Topic 4 - Service Quality
1/31
TOPIC 4SERVICE QUALITY INTHE PUBLIC SECTOR
1
-
8/3/2019 Topic 4 - Service Quality
2/31
Service
Any primary or complementary activity thatdoes not directly produce a physical productthat is, the non-goods part of the transactionbetween buyer (customer) and seller(provider)
(Evans and Lindsay, 2008).
Since service is part and parcel of theorganisational activities --- important toincorporate the concept of quality withservices provided.
2
-
8/3/2019 Topic 4 - Service Quality
3/31
-
8/3/2019 Topic 4 - Service Quality
4/31
Typically intangible- Little / no tangible evidence to show once
service has been performed- E.g. consultation with a doctor, investment
advice, legal advice, etc
The production and consumption of manyservices are simultaneously- Service may not be separable from seller,
and customer may be involved in serviceperformance- Thus, service process becomes vital to
service quality
4
-
8/3/2019 Topic 4 - Service Quality
5/31
5
Heterogeneity- Various services --- due to labour inputs and
non-standardisation of delivery- Thus, the usage of conventional quality
standards is difficult
Unable to store- Many services cannot be stored to meet
fluctuations in demand (e.g. hotel rooms, adoctors time, purchase of shares)
- The organisations need to develop system tomanage supply and demand
-
8/3/2019 Topic 4 - Service Quality
6/31
Key Service Dimensions
6
Customer contact and interaction
Labor intensity
Customization
-
8/3/2019 Topic 4 - Service Quality
7/31
Service Quality
Basically --- meeting customer needs andrequirements, and with how well the service leveldelivered matches customers expectations.
Must translate expectations into performancestandards and specifications.
Becomes a consumer judgment and results ---comparing expectations of service with theirperceptions of actual service delivered.
7
-
8/3/2019 Topic 4 - Service Quality
8/31
Characteristics of QualityService
1. Timeliness
2. Avoidance of backlog of work
3. Responsiveness to customers needs
4. Readiness for use
5. Reliability
6. Any action taken should always befair & just
-
8/3/2019 Topic 4 - Service Quality
9/31
-
8/3/2019 Topic 4 - Service Quality
10/31
Key Idea
The American Management Association
estimates that the average company
loses as many as 35 percent of itscustomers each year, and that about
two-thirds of these are lost because of
poor customer service.
-
8/3/2019 Topic 4 - Service Quality
11/3111
Dimension ofService Quality
-
8/3/2019 Topic 4 - Service Quality
12/31
According to Parasuraman et al.(1988)
12
Reliability ability to provide what waspromised
Assurance knowledge and courtesy ofemployees and ability to convey trust
Tangibles physical facilities and appearanceof personnel
Empathy degree of caring and individualattention
Responsiveness willingness to helpcustomers and provide prompt service
-
8/3/2019 Topic 4 - Service Quality
13/3113
Identifying Gaps in
Service Quality
GAPS Model
-
8/3/2019 Topic 4 - Service Quality
14/31
Development of Gaps Model
Developed by Zeithaml, Parasuraman andBerry (1990)
Conceptual model of service quality (gaps)that identified gaps in service quality and
suggested measures to close them
14
-
8/3/2019 Topic 4 - Service Quality
15/31
GAPS Model
Gap Analysis --- formal means of identifying andcorrecting gaps
The gaps refers to the differences between desiredlevels of performance and actual level of performance
- Manufacturing --- difference between the desiredconformance levels vs. the existing conformancelevel
- Services --- difference between the expected andthe actual level of service provided
Gaps are importance --- once a gap has been identifiedit is a candidate for corrective action and processimprovement
15
-
8/3/2019 Topic 4 - Service Quality
16/31
16
-
8/3/2019 Topic 4 - Service Quality
17/31
GAP ANALYSIS
Definition --- Comparison of the current condition tothe desired state
It has 5 gaps:
- GAP 1 Not knowing what customers expect- GAP 2 Not knowing the right service designs
and standards- GAP 3 Not delivering to service standards
- GAP 4 Not matching performance to promises- GAP 5 Customer gap --- Difference between
expectations and perceptions!
17
-
8/3/2019 Topic 4 - Service Quality
18/31
Quality in Service
vs.Quality in Manufacturing
18
-
8/3/2019 Topic 4 - Service Quality
19/31
Customer needs and performance standards
are more difficult to identify and measure ---each customer is different and definehim/herself individually.
Services requires a higher degree ofcustomization.
Service output is intangible; manufacturing ---tangible, visible products.
19
-
8/3/2019 Topic 4 - Service Quality
20/31
Services --- produced and consumedsimultaneously; manufactured goods ---
produce according to consumption.
Services --- customers are often involved inactual process; manufacturing --- performed
away from the customer.
Services --- labor-intensive; manufacturing ---capital intensive
Services --- handle large numbers oftransactions
20
-
8/3/2019 Topic 4 - Service Quality
21/31
These differences make it difficultfor many service organizations to
apply total quality principles, and
foster misguided perceptions thatquality management cannot beeffectively accomplished in services.
21
-
8/3/2019 Topic 4 - Service Quality
22/31
22
Counter Services inPublic Sector
-
8/3/2019 Topic 4 - Service Quality
23/31
Refer to DAC no. 10/1991
Concept of counter services
- Consists of 3 components:
(i) Front line --- the customer(ii) The counter
(iii) Back-up --- Support service
23
CustomerCounterService
SupportService
Front lineThe counter Back-up
-
8/3/2019 Topic 4 - Service Quality
24/31
Refer to DAC no. 01/2008(Attachment) pg. 20 21
Agencies that mostly deal with the customers arerequired to enhance their counter service deliverythrough:
- Preparing adequate number of counterbased on the number of customers --- toavoid longer waiting time.
- Set up special and immediate counters --- forelderly, disabled, pregnant mothers andthose with small children, and immediate cases.
24
-
8/3/2019 Topic 4 - Service Quality
25/31
- Set up multi-service counters.
- Centralised all counter services in one place--- to assist the customers.
- Establishing number system and information
on waiting hours.
- Usage of announcement system --- topublicise necessary information
- Showing the queue number at appropriateplaces such as canteen, waiting lounge.
25
-
8/3/2019 Topic 4 - Service Quality
26/31
26
- Open up the counters during lunch timeand ensuring that all counters areavailable during peak hours.
- Lengthen the operational hours (afterworking hours / open up the countersduring weekends).
-
8/3/2019 Topic 4 - Service Quality
27/31
27
Client Charter
-
8/3/2019 Topic 4 - Service Quality
28/31
Refer to DAC no. 01/2008(Attachment) pg. 10 15
Client Charter --- A written organisationalcommitment in delivering its services throughopen, comprehensible and transparent
approach.
Scope --- Focus on organisational coreservices. Service quality standardsdepend on
capacity and capability of the organisation, aswell as customers and stakeholders needs.Also as a change driver --- to be responsive,customer centric, outcome, integrity, ethicalityand customer-friendly.
28
-
8/3/2019 Topic 4 - Service Quality
29/31
Characteristics --- emphasize on:
- Clarity --- clear, understandable, short
- Reliability --- according to own capacityand capability; treated as a promise
- Practicality --- practical and inline withcapacity and capability
- Specific --- accurate, measurable and
understandable- Able to be upgraded --- need to be
improved from time to time.
29
-
8/3/2019 Topic 4 - Service Quality
30/31
Implementation of Client Charter --- 5 steps:
- Formulation --- identifying customers, coreservices in detail; setting the standard needed;preparing client charter
- Promotion --- publicising via mass media;brochures and pamphlets; stick in the department
- Service recovery --- as mechanism ofeffectiveness and efficiency; via recovery plans
- Supervision --- ensuring that the promise given isbeing fulfilled
- Evaluation and improvisation --- need to revisedto ensure its relevancy and inline with customersexpectations
30
-
8/3/2019 Topic 4 - Service Quality
31/31
Q & A