Description
It evaluative dimensions of service,gaps in service quality,management perception and specification
SERVICE QUALITY AND CUSTOMER SATISFACTION
(Evaluative) Dimensions of Service
? Reliability – The ability to perform
the promised service dependably and accurately. ? Tangibility - The appearance of physical facilities ,equipment,personnel and communication materials. ? Responsiveness The 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 caring , individualized attention provided to the customer.
(Max = 100)
American Customer Satisfaction Index: Selected Industry Scores, 1997 83 Score
81 79 75 72 71 70 67 67 66 62 54
-3.5% -5.9% n.c. +1.4% -2.7% -1.4% -1.4% -2.9% -5.6% -5.7% -11.4% +8.0%
x) (ta g S IR t in as s) dc w oa l. ne Br at (n d o fo ts st ran Fa au st Re als it sp Ho s ne rli Ai al on s rs er Pe put m co s tel Ho ks an .b mm ce Co an ur ins e Lif tc. ,e ns va rs, Ca il, ma ss pre els Ex parc s ink dr
ft So
Industry
Percent change 1997 vs. 1996
GAPS IN SERVICE QUALITY
GAP I: Consumer Expectation -Management’s Perception of Consumer Expectation. GAP 2: Management Perception of Consumer Expectation -- Service Quality Specification.
GAP 3: Service Quality Specification -- Service Delivered. GAP 4: Service Delivered -- External Communication
Cause of Gaps in Service Quality Gap 1: Difference between Consumer Expectations and Management Expectation of Consumer Expectations Reasons ? Lack of Marketing research orientation. ? Poor upward communication system ? Larger levels of Management
Gap 2 Difference between management perception (of customer expectation) and Service Quality Specification. Reasons ? Lack of clear goals ? Task standardization/customization ability.
? Ability of managers to determine
feasibility of perception ? Commitment to Service Quality.
Gap 3 Difference between Service Quality Specifications and Service Delivery gap. Reasons ? Team work scope ? employee job fit. ? Technology job fit. ? Scope for flexibility.
? Supervisory control system. ? Role conflict. ? Role ambiguity.
Gap 4 Difference between Service delivery and External communication. Reasons ? Horizontal communication difficulties. ? Ineffectiveness to convey rightly to publics. ? Tendency to over promise.
doc_836430044.ppt
It evaluative dimensions of service,gaps in service quality,management perception and specification
SERVICE QUALITY AND CUSTOMER SATISFACTION
(Evaluative) Dimensions of Service
? Reliability – The ability to perform
the promised service dependably and accurately. ? Tangibility - The appearance of physical facilities ,equipment,personnel and communication materials. ? Responsiveness The 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 caring , individualized attention provided to the customer.
(Max = 100)
American Customer Satisfaction Index: Selected Industry Scores, 1997 83 Score
81 79 75 72 71 70 67 67 66 62 54
-3.5% -5.9% n.c. +1.4% -2.7% -1.4% -1.4% -2.9% -5.6% -5.7% -11.4% +8.0%
x) (ta g S IR t in as s) dc w oa l. ne Br at (n d o fo ts st ran Fa au st Re als it sp Ho s ne rli Ai al on s rs er Pe put m co s tel Ho ks an .b mm ce Co an ur ins e Lif tc. ,e ns va rs, Ca il, ma ss pre els Ex parc s ink dr
ft So
Industry
Percent change 1997 vs. 1996
GAPS IN SERVICE QUALITY
GAP I: Consumer Expectation -Management’s Perception of Consumer Expectation. GAP 2: Management Perception of Consumer Expectation -- Service Quality Specification.
GAP 3: Service Quality Specification -- Service Delivered. GAP 4: Service Delivered -- External Communication
Cause of Gaps in Service Quality Gap 1: Difference between Consumer Expectations and Management Expectation of Consumer Expectations Reasons ? Lack of Marketing research orientation. ? Poor upward communication system ? Larger levels of Management
Gap 2 Difference between management perception (of customer expectation) and Service Quality Specification. Reasons ? Lack of clear goals ? Task standardization/customization ability.
? Ability of managers to determine
feasibility of perception ? Commitment to Service Quality.
Gap 3 Difference between Service Quality Specifications and Service Delivery gap. Reasons ? Team work scope ? employee job fit. ? Technology job fit. ? Scope for flexibility.
? Supervisory control system. ? Role conflict. ? Role ambiguity.
Gap 4 Difference between Service delivery and External communication. Reasons ? Horizontal communication difficulties. ? Ineffectiveness to convey rightly to publics. ? Tendency to over promise.
doc_836430044.ppt