how can we improve service quality
TRANSCRIPT
How can we improve service quality?
Shubham GoswamiJadavpur University
Service performance is judged in every encounter
Customers compare the perceived service with the expected service
If the perceived service is below par, then customers are disappointed
Managing Customer Expectations
The 5 gaps that cause unsuccessful delivery
Gap between consumer expectation and management perception
Gap between management perception and service quality specifications
Gap between service quality specifications and service delivery
Gap between service delivery and external communications
Gap between perceived service and expected service
The 5 determinants of service quality
Reliability
The ability to perform the promised service dependably and accurately
Responsiveness
Willingness to help customers and provide prompt service
Assurance
The knowledge and courtesy of employees and their ability to convey trust and confidence
Empathy
The provision of caring, individualized attention to customers
Tangibles
The appearance of physical facilities, equipment, personnel and communication materials
IncorporatingSelf-Service Technologies
Many person-to-person interactions are being replaced by self -service technologies (SSTs)
There is a need to successfully integrate technology into the workforce
This requires a comprehensive re-engineering of the front office to identify what people do best, what machines do best and how to deploy them safely and together
Summary
Superior service delivery requires managing customer expectations and incorporating self-service technologies
Customer’s expectations play a critical role in their service experiences and evaluations
Companies must manage service quality by understanding the effects of each service encounter
Disclaimer
Created byShubham Goswami, Jadavpur University, during a marketing internship byProf. Sameer Mathur, IIM Lucknow(see www.IIMInternship.com)