MANAGING SERVICE QUALITYDIWAKAR KUMAR

CONTENT Service quality Customer Expectations SERVICE-QUALITY MODEL Determinants of service quality Best practices of service-quality

management Conclusion

SERVICE QUALITY

Service quality refers to a number of inter-related factors including

the way in which individuals are treated by providers, the scope of services and options available to clients, the quality of the information provided to the clients and quality of the counselling skills, the promotion of individual choice, the technical competence of providers, and the accessibility and continuity of services.

CUSTOMER EXPECTATIONS Customer forms service expectations from many

sources

In general, customer compare

PAST EXPERIENCE

S

WORD OF MOUTH

ADVERTISING

EXPECTED

SERVICEV/S

PERCIEVEDSERVICE

FALLS CUSTOMER

DISAPPOINTED

ABOVE mark

CUSTOMER MAY BE SATISFIED OR DELIGHTED

SERVICE-QUALITY MODEL

The service-quality model highlights the main requirements for delivering high service quality

It identifies 5 gaps that causes unsuccessful delivery.

Figure showingSERVICE-QUALITY MODEL

5 DETERMINANTSor FACTORS OF SERVICE QUALITY It is based on the service-quality model

1. Reliability- The ability perform the promised service dependably and accurately.2. Responsiveness- The willingness to help customers and to provide prompt service.3. Assurance- The knowledge and courtesy of employees and their ability to convey trust and confidence.4. Empathy- The provision of caring, individualized attention to customers.5. Tangibles- The appearance of physical facilities, equipment, personnel, and communication materials.

Best Practices of Service-Quality Management

A well-managed service companies share the following common practices:

1.Strategic concept

2.Top

management commitment

3.High

Standards

4.Self-Service Technologies

(SSTs),

5.Monitoring Systems

6.Satisfying Customer

Complaints

7.Satisfying Employees as well as Customers

1. STRATEGIC CONCEPT

Example-

A BROKERAGE FIRM stays close to customers by assigning a single FINANCIAL ADVISIOR & one ADMINISTRAITOR to each of their branch offices.

TOP SERVICE COMPANIES

CUSTOMER OBSESSED

CLEAR SENSE OF TARGET CUSTOMERS & THEIR NEEDS

DEVELOPE DISTINCTIVE STRATEGY

2 .T O P M A N A G E M E N T C O M M IT M E N T

Organizations like- McDonald’s, Apollo Hospitals, Infosys,& Wipro have a thorough commitment to service quality.

Managements look not only at financial performance but also at service performance.

Example-McDonald’s top management continually measures each outlet on the basis of “QSCV” -Quality, Service, Cleanliness, & Value.

3.HIGH STANDARDS

Example-

BEST SERVICE PROVIIDERS

HIGH SERVICE –QUALITY

STANDARDS

SET

CITY BANK REPLY TO CUSTOMER

CALLSWITHIN 10 SECONDS

LETTERSWITHIN 2 DAYS

4-SELF SERVICE TECHNOLOGIES(SST’s) Consumer value convenience in service.

Examples of SST’s-1. Vending machine2. ATM’S3. Self pumping at gas station4. self checkout at hotels5. On Internet- Ticket purchasing, Trading, Customization of product

PERSON –TO- PERSON SERVICE

SELF –SERVICE TECHNOLOGIES

REPLACED BY

5. MONITORING SYSTEMS:

To PROBE customers SATISFIERS & DISSATISFIERS they use-

Ex- Fast-food-chains, use mystery shopper to pinpoint & fix customer-service problems.

TOP FIRMSAUDIT

SERVICE PERFORMANCE

OWN

COMPETITORS

CUSTOMER SURVEYS

SUGGESTION & COMPLAINTS

FORMS

SERVICE AUDIT TEAMS

COMPARISION SHOPPING

MYSTERY SHOPPING

6- SATISFYINGCUSTOMER COMPLAINTS “Every complaints is a gift if handled well’’

CUSTOMER COMPLAINTS

REMEDY OF SITUATION

NO REMEDY

HIGH REVENUEGREATER PROFIT

LOW REVENUELESSER PROFIT

7. SATISFYINGEMPLOYEES AS WELL AS CUSTOMERS

POSITIVE EMPLOYEE ATTITUDE

STRONGER CUSTOMER

LOYALTY

WILL PROMOTE

REWARDS FOR GOOD

PERFORMANCE

CUSTOMER VISITS SELLER

AGAIN

CONCLUSION Customers expectations play a critical role in

their service experiences and evaluations. Companies must manage service quality by

understanding the effects of each service encounter.

REFERENCES MARKETING MANAGEMENT

( A SOUTH ASIAN PERSPECTIVE ), 13TH EDITION-by PHILIP KOTLER et al.

Service quality - http://erc.msh.org/mainpage.cfm?file=2.2.3s.htm&module=gmt&language=English

THANKS 4 LISTENINGANY Q’S