Download - Moments of truth
Service Quality
Learning Objectives Describe the five dimensions of service quality. Use the service quality gap model to diagnose quality
problems. Illustrate how Taguchi methods and poka-yoke
methods are applied to quality design. Perform service quality function deployment. Construct a statistical process control chart. Develop unconditional service guarantees. Plan for service recovery. Perform a walk-through audit (WtA)
Moments of Truth
Each customer contact is called a moment of truth.
You have the ability to either satisfy or dissatisfy them when you contact them.
A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.
Dimensions of Service Quality
Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day.
Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.
Dimensions of Service Quality
Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer.
Empathy: Ability to be approachable. Example: being a good listener.
Tangibles: Physical facilities and facilitating goods. Example: cleanliness.
Perceived Service Quality
Word of mouth
Personal needs
Past experience
Expectedservice
Perceivedservice
Service Quality Dimensions
ReliabilityResponsiveness
AssuranceEmpathyTangibles
Service Quality Assessment1. Expectations exceeded ES<PS (Quality surprise)2. Expectations met ES~PS (Satisfactory quality)3. Expectations not met ES>PS (Unacceptable quality)
Service Quality Gap ModelCustomer
Perceptions
Customer
Expectations
Service
Delivery
Service Standards
ManagementPerceptions of Customer Expectations
Managing the Evidence
Conformance Service Design
Understanding the Customer
Customer Satisfaction GAP 5
Customer / Marketing Research
GAP 1
Conformance GAP 3
Communication GAP 4
Design GAP 2
Service Quality Gap Model
Quality Service by Design
Quality in the Service PackageBudget Hotel example
Taguchi Methods (Robustness)Notifying maids of rooms for cleaning
Poka-yoke (fail-safing)Height bar at amusement park
Quality Function DeploymentHouse of Quality
Classification of Service Failureswith Poka-Yoke Opportunities
Server ErrorsTask:
Doing work incorrectly
Treatment:
Failure to listen to customer
Tangible:
Failure to wear clean uniform
Customer ErrorsPreparation:
Failure to bring necessary materials
Encounter:
Failure to follow system flow
Resolution:
Failure to signal service failure
House of Quality
Importance
Relative
1 2 3 4 5 Customer Expectations
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Comparison with Volvo Dealer
Weighted score
Improvement difficulty rank
O O
O Weak
Medium
* Strong
9
9
9
Tra
inin
g
Att
itude
Ca
paci
ty
Info
rmat
iion
Equ
ipm
ent
8
7
7
6 6
5 5
5
5
4
4
3 3
3
3
2
2 2
2
+
_
+
Customer Perceptions
o
+
+ +
o
o
o
o
+
o o
o
o o
o Village Volvo
+ Volvo Dealer
Service Elements
Relationships
127 82 63 102 65
1
* *
Achieving Service Quality
Cost of Quality (Juran)
Service Process Control
Statistical Process Control (Deming)
Unconditional Service Guarantee
Costs of Service Quality(Bank Example)
Failure costs Detection costs Prevention costsExternal failure: Process control Quality planning Loss of future business Peer review Training program Negative word-of-mouth Supervision Quality audits Liability insurance Customer comment card Data acquisition and analysis Legal judgments Inspection Recruitment and selection Interest penalties Supplier evaluation Internal failure: Scrapped forms Rework Recovery: Expedite disruption Labor and materials
Service Process Control
Resources
Identify reasonfor
nonconformance
Establish measure of performance
Monitorconformance torequirements
Take corrective
action
Service concept
Customer input
Customer output
Service process
Control Chart of Departure Delays
60
70
80
90
100
Pe
rce
nta
ge
of
flig
hts
on
ti
me
expected
Lower Control Limit
1998 1999
n
pppUCL
1(3
n
pppLCL
1(3
Unconditional Service Guarantee: Customer View
Unconditional (L.L. Bean) Easy to understand and communicate
(Bennigan’s) Meaningful (Domino’s Pizza) Easy to invoke (Cititravel) Easy to collect (Manpower)
Unconditional Service Guarantee: Management View
Focuses on customers (British Airways) Sets clear standards (FedEx) Guarantees feedback (Manpower) Promotes an understanding of the service
delivery system (Bug Killer) Builds customer loyalty by making
expectations explicit
Customer Satisfaction
All customers want to be satisfied.
Customer loyalty is only due to the lack of a better alternative
Giving customers some extra value will delight them by exceeding their expectations and insure their return
Customer Feedback andWord-of-Mouth
The average business only hears from 4% of their customers who are dissatisfied with their products or services. Of the 96% who do not bother to complain, 25% of them have serious problems.
The 4% complainers are more likely to stay with the supplier than are the 96% non-complainers.
About 60% of the complainers would stay as customers if their problem was resolved and 95% would stay if the problem was resolved quickly.
A dissatisfied customer will tell between 10 and 20 other people about their problem.
A customer who has had a problem resolved by a company will tell about 5 people about their situation.
Walk-Through-Audit
Service delivery system should conform to customer expectations.
Customer impression of service influenced by use of all senses.
Service managers lose sensitivity due to familiarity.
Need detailed service audit from a customer’s perspective.
Patronage
LoyaltySatisfactionRetention
SeverityOf
Failure
PerceivedServiceQuality
Psychological-empathy-apology
Tangible-fair fix-value add
Psychological-apology-show interest
Follow-upService
Recovery
Tangible-small token
ServiceRecoveryExpectations
ServiceRecovery
CustomerLoyalty
ServiceGuarantee
Speed of Recovery
FrontlineDiscretion
ServiceFailure Occurs
ProviderAware ofFailure
Fair Restitution
Pre-recovery Phase Immediate Recovery Phase Follow-up Phase
Service Recovery Framework
Approaches to Service Recovery Case-by-case addresses each customer’s complaint
individually but could lead to perception of unfairness.
Systematic response uses a protocol to handle complaints but needs prior identification of critical failure points and continuous updating.
Early intervention attempts to fix problem before the customer is affected.
Substitute service allows rival firm to provide service but could lead to loss of customer.
Topics for Discussion How do the five dimensions of service quality differ from
those of product quality? Why is measuring service quality so difficult? Compare the philosophies of Deming and Crosby. What are the limitations of “benchmarking”. Illustrate the four components in the cost of quality for a
service. Why do service firms hesitate to offer a service
guarantee? How can recovery from a service failure be a blessing in
disguise?
Interactive Exercise
The class breaks into small groups. Each group identifies the worst service experience and the best service experience that any member has had. Return to class and discuss what has been learned about service quality.
The Complaint Letter
1. Briefly summarize the complaints and compliments in Dr. Loflin’s letter.
2. Critique the letter of Gail Pearson in reply to Dr. Loflin. What are the strengths and weaknesses of the letter?
3. Prepare an “improved” response letter from Gail Pearson
4. What further action should Gail Pearson take in view of this incident?
The Museum of Art and Design
1. Critique the WtA gap analysis. Could there be other explanations for the gaps?
2. Make recommendations for closing the gaps found in the WtA.
3. How can the servicescape help in self-selecting customers and employees?