Download - Design & Quality
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Services: Design andQuality
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Distinctive Characteristics ofServices Customer participation
Simultaneity
Perishability
Intangibility
Heterogeneity
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Customer Participation The customer is more involved in the
delivery of services than products
Providing services means that you mustpay attention to the service facility
Customers can play an integral role in
the delivery of the service
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Simultaneity Services are consumed simultaneously
(as they are provided)
There is no inventory Services operate as an open system
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PerishabilityA service is a perishable commodity
(cant be saved)
The full utilization of service capacity is amanagement concern
Demand for services is often cyclical
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Intangibility Services are not tangible things
Difficult to patent
Customer relies on reputation sincethere is no product to touch
or try out
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Heterogeneity There are variations of service between
customers
Direct customer-employee contact
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Designing a Service System Involves:
Selecting a location
Designing the layout of the facility Developing procedures and job definitions Developing measures to ensure quality
Deciding how involved the customer will be in
the service delivery
Selecting Equipment
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Designing a Service System The design process is never finished.
Modifications or innovation in the service
delivery system should be introduced asneeded.
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System Elements - Structural Delivery system
Facility design
Location
Capacity planning
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System Elements - Managerial Service encounter
Quality
Managing capacity and demand
Information
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Service BlueprintA diagram of the service process
showing activities, flows, physical
evidence, and lines of visibility andinteraction
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Service Blueprint
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Generic Approaches to ServiceSystem Design Production-Line Approach
Customer as Co-producer
Customer Contact Approach
Information Empowerment
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Production-Line Approach Limited discretionary action of personnel
Division of labor
Substitution of technology for people
Service standardization
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Customer as Co-producer Self-service
Smoothing service demand
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Customer Contact Approach Degree of customer contact
Separation of high- and low-contact
operations
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Information Empowerment Employee empowerment
Customer empowerment
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Service Quality For services, the assessment of quality
is made during the service delivery
process.
Customer satisfaction can be measured
as the difference between thecustomers service expectation and the
service actually received.
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Gaps in Service Quality Measuring the gap between expected
service and perceived service is a
routine customer feedback processpracticed by many companies
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Service Quality Gap Model
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Walk-Through Audit WtA)A process-oriented survey given to
customers and managers to evaluate the
perception of the customer serviceexperience
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Identifying GAPS with WtA
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Moments of Truth Concept created by Jan Carlzon of
Scand inavian Airways
Cri tical moments between thecustomer and the organizat ion that
determ ine customer sat isfact ion
There may be many o f these moments
These are opportuni t ies to gain or lose
bus iness
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The technician wassincerely concerned andapologet ic about m yprob lem
He ask ed intell igentquest ions that al lowed meto feel conf ident in hisabil i t ies
The techn ician offeredvar ious t imes to have workdone to su i t my schedu le
Ways to avoid futureproblems w ere sugg ested
Experience Enhancers
Only one loca l num berneeds to be d ia led
I never get a busy signal
I get a human being toanswer my ca l l qu ick ly andhe or s he is pleasant andresponsive to my prob lem
A t imely reso lu t ion to myproblem is of fered
The technician is able toexpla in to me w hat I canexpect to happen next
Standard Expectat ions
Moments-of-TruthComputer Company Hotline
I had to cal l more thanonce to get throug h
A recording spok e to merather than a perso n
While on hold, I getsi lence,and wo nder if I amdisconnected
The technic ian soundedl ike he was reading a formof rout ine quest ions
The technic ian soundeduninterested
I fe lt the technician ru shedme
Experience Detractors
Figure 5.13
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Service Recovery Letters of apology
Replacement Product/Complimentary
service