managing service quality & productivity[1]
TRANSCRIPT
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Managing ServiceQuality & Productivity:-
Service Quality Models.
Applications & Limitations .
- presented by Ankur Saraf & SurbhiMukherjee .
MBA- FT /Marketing IVth sem.
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Summary:-
Need for service quality models.
Viewpoints at different ends .
Steps taken for resolving the gaps.
Determinants of perceived service quality .
Gapsmodel.
Process model.
Identifying dimensions for the services. Nature of service expectations.
Conclusion .
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Need for service quality models :-
nature of the service industrytangible,dynamic,competitive and evolving.
varied categories of customers.
differing cognitive spaces and expectations.
Perception of a service idea in managerscognitive space and potential customers
cognitive understanding of it . Services change every year , in multiple phases ,
and in multiple sectors .
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Viewpoints at different ends :-
Manager- how he perceives it (service quality).?
Customerhow customer perceives and
evaluates ( service quality and performance).? Are there any discrepancies between their
perceptions ? If yes , then how is it evaluated ,
and resolved ?
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Steps taken to resolve it :-
Forms the backbone or platform on which service
quality models are developed .
These service quality models begin by identifying, determining and analysing the gaps between the
perceived cognitive spaces of the manager and the
customers.
ModelsA Parsuraman model given fordetermining the gap .
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Determinants of Perceived Service
Quality:-
Expected
Service
PerceivedService
Service
QualityGap
Perceived
ServiceQuality
Word ofMouth
PersonalNeeds
PastExperience
ExternalCommunicationto Customers
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Service quality
"Service quality is a focused
evaluation that reflects the
customer's perception of specificdimensions of service: reliability,
responsiveness, assurance,empathy, tangible.
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Experienced Service Quality Models :Gronnos
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Experienced Service Quality Models :Gronnos
Technical quality refers to the result ofservice and/ or the question, what has beenprovided?
Functional quality, on the other hand, refersto the way the service has been deliveredand delivered and relates to the question,
how has the service been provided?
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The Gap Model :Parasuraman
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The Gap Model :Parasuraman Gap 1 (positioning gap)pertains to managers perceptions
of consumers expectations and the relative importanceconsumers attach to the quality dimensions.
Gap 2 (specification gap) is concerned with the differencebetween what management believes the consumer wants
and what the consumers expect the business to provide. Gap 3 (delivery gap) is concerned with the difference
between the service provided by the employee of thebusiness and the specifications set by management.
Gap 4 (communication gap) exists when the promises
communicated by the business to the consumer do not matchthe consumers expectations of those external promises.
Gap 5 (perception gap) is the difference between theconsumers internal perceptions and expectations of theservices
Di i f i
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Dimension of servicequality
Reliability-The ability to perform the promised servicedependably and accurately
Responsiveness-The willingness to help customers
and to 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 communicationmaterials.
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PROCESS MODEL FOR CONTINUOUS MEASUREMENT AND IMPROVEMENT OF SERVICE
QUALITY
DO YOUR CUSTOMERS PERCEIVE
YOUR OFFERINGS AS MEETINGOR EXCEEDING THEIR EXPECTATIONS?
DO YOU HAVE AN ACCURATEUNDERSTANDING OF
CUSTOMERS EXPECTATIONS?
ARE THERE SPECIFICSTANDARDS IN PLACE TO MEETCUSTOMERS EXPECTATIONS?
DO YOUR OFFERINGS MEET OREXCEED THE STANDARDS?
IS THE INFORMATIONCOMMUNICATED TO CUSTOMERS
ABOUT YOUR OFFERINGS ACCURATE?
CONTINUE TO MONITOR
CUSTOMERS EXPECTATIONSAND PERCEPTIONS
YES
NO
YES
YES
YES
YES
TAKE CORRECTIVE ACTION
TAKE CORRECTIVE ACTION
TAKE CORRECTIVE ACTION
TAKE CORRECTIVE ACTION
NO
NO
NO
NO
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Various studies are undertaken to
determine the relative importance ofeach of these dimensions in the
perceptive space of customers by various
field methods . Reliability andresponsiveness score the highest
followed by assurance empathy and
tangiblity .
N f i i
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Nature of services expectations :-service expectations:-
Desired Service
Zone
of
Tolerance
Adequate Service
Level Customers
Believe Can and Should Be
Delivered
Minimum Level
Customers Are Willing
to Accept
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The two level of expectations imply two
corresponding measures of GAP 5:-
Measure of service adequacy (MSA)= perceived
serviceadequate service.
Measure of service superiority (MSS)=
perceived service- desired service.
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Conclusion :-
Understand customers service expectations and how well thoseexpectations are being met
Work systematically to remove organizational barriers that lead to poor
customer service -- offline and online Recognize and capitalize on the increasing role of technology in
serving customers, but
Be cognizant of customers and employees readiness to embracetechnology-based services
Recognize that e-service quality as perceived by customers involvesmuch more than having a state-of-the-art website
Put in place a solid behind-the-scenes infrastructure -- informationsystems, logistics, and human resources -- to deliver what a websitesfaade promises.
Continuously monitor customers and employees reactions to andexperiences with your electronic interfaces
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Strengths of service quality
models:-
Gives detailed informations about :-
- customer perceptions about services.
- performance level of services as perceived and expected
by the customer .
-impressions from employees about their customers and
understanding.
Assumptions and limitationsmarket research done isaccurate and updated .
- customer needs can be documenetd and captured .