how can we improve service quality
TRANSCRIPT
Chapter 12:Designing and managing
How can we improve service quality?
By:Kartik SinglaIndian Institute of Technology(BHU), Varanasi
Companies have to be careful about the
factors which lead to customer switching:
There are two factors which
help in managing service
quality:
Managing customer expectations.
Incorporating self-service technologies.
Managing customer expectations
“Customers tend to form service expectations from many sources like past experiences, word of mouth and advertising.”
Customer expectation
Management perception
Service-quality
specification
Service delivery
External communica-
ion
Gap
Gap
Gap
Gap
Gap
“ Any marketing activity which aims to narrow down these gaps can help solidify a customer-service
relationship.”
Incorporating self-service technologiesConsumers value convenience in services and many person to person services are being replaces by self-service technologies.
Customers must have a clear sense of their roles in the self-service technology process, must see a clear benefit and must feel they can actually use it!!!
