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I. nh ngha cht lng dch vCht lng dch v l nhng g khch hng cm nhn c. Cht lng dch

vc xc nh da vo nhn thc hay cm nhn ca khch hng lin quan n nhu cuc nhn ca h.

Theo Parasuraman, Zeithaml v Berry ( 1985) th cht lng dch v l khi

cm nhn ca khch hng v mt dch v to giao ngang xng vi k vng trc ca h. Cng theo Parasuraman th k vng trong cht lng dch v l nhng mongmun ca khch hng, ngha l h cm thy nh cung cp phi thc hin ch khng phis thc hin cc yu cu v dch v.

Theo Hurbert ( 1995) th trc khi s dng dch v, khch hng hnh thnhmt kch bnv dch v. Khi kch bn ca khch hng v nh cung cp khng gingnhau, khch hng s cm thy khng hi lng.

Crolin v Tailor ( 1992) cho rng s hi lng ca khch hng nn nh gitrong thi gian ngn, cn cht lng dch v nn nh gi theo thi ca khch hng vdch v trong khong thi gian di.

II.

Cc cch nh gi cht lng dch vCc cch nh gi cht lng dch v thng c s dng:

1. 10 tiu chun- tin cy: tnh chc chn ca kt qu, c cn c, lm ng ngay tu v

nhng li ha danh d

- phn hi: lun sn sng hay sn lng phc v khch hng mt cch nhanhchng

- Nng lc: c nhng k nng hay kin thc cn thit phc v- Tc phong: nhn vin lun lch s, nh nhn, n cn v thn thin khi giao

tip

- Stn nhim: lng tin, s tin tng, s chn tht v chim c tnh cm cakhch hng

- Sm bo: khng c nguy him, ri ro hay nghi ng- Stip cn: c th v d dng tip cn- Truyn t thng tin: lun lng nghe v thng tin cho khch hng bng ngn

ng m h c th hiu c

- Hiu r khch hng: lun c gng tm hiu nhu cu ca khch hng- Tnh hu hnh: nhng kha cnh trng thy c ca dch v nh trang thit

b, nh ca, nhn vin phc v

2. RATER


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- tin cy ( Reliability ): kh nng thc hin mt dch vng nh ha vchnh xc. Mt dch v c th tin cy nu n c thc hin ng ngay tu.

- phn hi ( Response): s sn sng gip khch hng v nhanh chngcung cp dch v nh ha.

- Sm bo ( Assurance): nhng phm cht ca nhn vin s to lng tincho khch hng nh s chuyn nghip, lch s, knh trng khch hng, khnng giao tip

- S cm thng ( Empathy): nhn vin phc v c phong cch d gn, quantm n khch hng, to cm gic an tm cho khch hng

- S hu hnh ( Tangibility): v b ca c s vt cht, thit b, nhn vin,nhng vt dng, ti liu dng cho thng tin lin lc.

3. 4P- Sn phm ( Product ): nhng c tnh dch vc cung cp- Th tc phc v ( Procedure): nhng th tc trong qu trnh phc v khch

hng n gin hay phc tp.

- Ngi phc v( Provider): phm cht ca ngi trc tip cung cp dch v- Cch gii quyt nhng tnh hung bt thng ( Problems): kh nng i

ph, x l cc tnh hung bt ngxy ra trong qu trnh phc v

4. Cht lng chc nng v cht lng do cm gic con ngi- Cht lng chc nng: nhn c ci g ? ( what )- Cht lng do cm gic con ngi: nhn nh th no ? (How )

III.Thang o cht lng dch v2.3.1 Thang o SERVQUAL

Parasuraman cng cc cng s a ra thang o SERVQUAL kho stnhn thc ca khch hng v cc thuc tnh ca dch v. Thang o ny da vo tiuchun RATER a ra cu hi thm d. Bng cu hi ny bao gm 22 cu hi chiathnh 2 nhm. Nhm 1 gm cc cu hi tm hiu mc mong i ca khch hng vmt loi hnh dch v, nhm 2 gm cc cu hi tm hiu cm nhn ca khch hng v

dch v m khch hng nhn c.Thang o SERVQUAL th hin ngha v gi tr thc tin, n c nhiunh nghin cu p dng. Tuy nhin, theo mt s chuyn gia, thang o ny cn mt sim gii hn nh tnh th tc, di dng.

2.3.2 Thang o SERVPERFHai tc gi Crolin v Tailor (1992) thc hin iu chnh thang o

SERVQUAL thnh thang o SERVPERF. Hai ng cho rng vic nh gi cm nhn cakhch hng v chnh dch v ca mnh th quan trng hn vic nh gi k vng ca


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khch hng. Thang o SERVPERF ch c mt nhm cu hi kho st nhn thc cakhch hng v dch v m h nhn c t nh cung cp.

Cn bit v cht lng dch v

Dch v l mt loi sn phm v hnh. Khch hng nhn c sn phm ny thng qua cc hot

ng giao tip, nhn thng tin v cm nhn. c im ni bt l khch hng ch c thnh gic ton b cht lng ca nhng dch v sau khi mua v s dng chng. Bn phithu phng trong khch sn mi bit cht lng phc v ca cc nhan vin dn phng haygit i qun o. Bn ch bit v cht lng o to hay cht lng t vn ca n vo to, tvn bn ngoi sau khi h tin hnh hay hon tt hp ng vi bn.

Mt c im khc l cht lng dch v rt d bnh hng bi cc yu t bn ngoi v dnhm ln. Chng hn bn ang nhn dch vo to tp hun cho cn b ca mnh t t chcbn ngoi. Vic kim tra nh gi hc vin cui ngy a ra mt kt qu rt ti. Bn chnnvi vng cho rng cht lng ca dch vo to ny l cha tt. Nu nh hu ht hc vin biu ng gp thc hin mc tiu kinh doanh hoc gii quyt s c ti doanh nghip m t

chc o to khng c thng bo th vn l k nng qun l ca bn.

Mc d vy, vn c mt s yu t hay tiu ch quan trng cho cht lng ca dch v m bncung cp c thc xc nh v xy dng qun l. l:

1. : Trc tin, khch hng s cm thy hi lng khi nhn c s phc vng thi gianv hn nh nh bn cam kt. Bn nn chia nh dch v ca bn ra nhiu phn vithi hn hon thnh c th;

2. chnh xc ca thng tin : Khch hng s v cng hi lng nu nh h nhn cnhng thng v dch v, hay ni dung ca dch v l chnh xc. Nhng vic thi phngthng tin, t v hnh nh s ch lm cho khch hng kh s dng dch v ca bn trong

tng lai;3. Thi giao tip : Nhiu khi nhng kh khn hay trc trkhi m bo cht lng cadch v sc khch hng cm thng v thu hiu khi nhn c thi giao tip cangi cung cp dch v.

Qun l v m bo cht lng trong dch v

Bn c th thy hot ng kinh doanh dch v rt nhiu v a dng. Nh hng, khch sn, dulch, ct tc, thng mi, t vn nghin cu, vn ti, o to, y t, lm sch,v c hnh chnhcng u thuc ngnh dch v. Dch v c nh hng n gi tr gia tng ca sn phm huhnh, v gi tr cuc sng ca mi c nhn chng ta.

Nh bn bit, cht lng ca mt sn phm hu hnh cng c th bao gm c cht lng cadch vi km, chng hn nh dch v phn phi, dch v chm sc khch hng hay gii pthc mc. Khch hng c c th s t chi mua mt b bn gh nu nh bao gi ca n brch nt khi vn chuyn hay h khng c thng tin cho bit g lm ra b bn gh c ckhai thc nhng rng c qun l bn vng hay khng.

Chc hn bn khng h mun khi i mm th ch nhn thy nhng qun n mt v sinh v


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nhng nh hng bt bn phi i qu lu chi c mt a cm rang hay nghe ngi hu bn lphp xut mt danh sch di dng dc nhng mn n phc tp. Bn cng cm thy v cngkh chu khi i tm hiu v lm cc th tc lin quan n mua bn hay chuyn nhng quyns hu nh ti cc cquan qun l hnh chnh. Nhng bn s cm thy thoi mi hn khi bnc th thc hin cc giao dch ngn hng khi ngi ngay ti nh ring.

Nh vy, dch v v cht lng dch v rt quan trng. Bn vn cn quan tm n qun l vm bo cht lng dch v ngay c khi bn sn xut kinh doanh sn phm hu hnh. lmtt iu th cn hiu r hn v cht lng ca dch v.

Qun l cht lng dch v ca bn

Khng khc nhiu vi qu trnh v h thng qun l cht lng sn phm hu hnh, bn nngiao trng trch ny cho mt b phn c 1 ngi l i din ca bn, bi bn qu bn c ththam gia ton b thi gian. Nhng bt buc bn phi hiu r v cht lng, v c bit l chtlng ca sn phm dch v bn mun cung cp.

Ton b cn b cng nhn vin, c bit l cc cn b qun l cp trung hay cn b v chtlng phi c o to v rn luyn. H cn thu hiu v hnh thi t chc, cch thc qun lca bn, v thu hiu v cht lng ti nhng cng vic ca h. T chc t vn v o to bnngoi ch c nhim v cung cp kin thc cbn v hng dn. Nhng tiu ch v mc tiu vcht lng l do chnh bn v cc cn b t thit lp.

Bn cng cn phi ch r cc qu trnh, cc chui hot ng lin quan n nhau trong sn phmdch v ca bn. Trn nguyn tc, bn chia c cng nhiu giai on, cng nhiu ni dungcng tt. Ti mi cng on bn t ra nhng tiu ch, hay yu cu c th vm bo chtlng cn b kim sot c th xc nh c. Tt nhin, nhng giai on hay qu trnhquan trng, bn s phi c nhng bin php hay cch thc kim sot ph hp hn v vi tnsut cao hn.

Tt c cc tiu ch cht lng, tn sut kim tra, kt qu kim sot phi c ghi chp v lutr. Vic nh k xem xt ti liu v h sa ra nhng iu chnh thch hp cng phic quy nh v tun th thc hin.

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