Description
The PPT includes the Quality concept in the service industry.
Service Quality
The Concept Of Service Quality
Service Quality
Quality
• There are many definitions of quality: – Conformance to requirements – Fitness for use – Continual Improvement – As defined by customers – Zero defect – The totality of characteristics of an entity that bear on its ability to satisfy stated and implied need – Meeting expected needs and going beyond them
Service Quality
Goods Vs. Services
The majority of GOODS are: Tangible Storable Transportable The majority of SERVICES are: Intangible Perishable Service providers are transportable
Immediate purchase is for capability of later performance
Immediate purchase is for immediate performance
Buyer involvement Low Quality Measurement Objective
Buyer involvement High Quality measurement Subjective
Service Quality
Service
• Service is the non material equivalent of a good • No exclusive goods or services: considerable overlap • An economic activity that does not result in ownership • Process that creates benefits by facilitating: – either a change in customers – a change in their physical possessions – or a change in their intangible assets
Service Quality
Service Quality
• A global judgment or attitude relating to the overall superiority of the service • Tool to increase value for the consumer • Ensures customer satisfaction, retention and patronage • Service boom- Indian consumers demanding better service quality • Players can no longer ignore consumer service issues
Service Quality
Measuring service Quality
• Difficult to measure • Ideal indicator – State of Economy – State of Industry – Service provider in particular • No ideal measures • Still can be quantified • SERVQUAL- most popular • Service quality gap & expectations across industries
Service Quality
Measuring Service Quality
• SERVQUAL
– A service quality rater – A useful model to quantitatively measure customers’ service experience – Reliability, assurance, tangibles, empathy, responsiveness – Applied externally to understand customer’s perceptions of service quality or applied internally to measure employees’ perceptions of service quality – However, not uniformly applicable across all sectors
Service Quality
Service Quality
Perceived Service Quality
Word of mouth Personal needs Past experience
Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles
Expected service Perceived service
Service Quality Assessment 1. Expectations exceeded ES<PS (Quality surprise) 2. Expectations met ES~PS (Satisfactory quality) 3. Expectations not met ES>PS (Unacceptable quality)
Customer Satisfaction= Perceptions-Expectations
Service Quality
Gaps in Service Quality
Word -of-mouth communications Personal needs Past experience
Expected service
Customer
GAP 5
Perceived service
Service delivery (including pre- and post-contacts)
External communications to consumers
GAP 1
GAP 3
Translation of perceptions into service quality specifications
GAP 4
GAP 2
Management perceptions of consumer expectations
Provider
Service Quality
4 As of service Quality
• Anticipate and correct Problems before they occur • Acknowledge mistakes that occur without placing blame or make excuses • Apologize sincerely for a mistake even if you are not at fault • Make amends for the mistake by taking corrective action and following up to make sure the problem is resolved
Service Quality
Total Quality Management
Total Quality Management comprises three aspects: • Quality target
• Quality development
• Quality assurance
Quality standard
Quality development Correction Planning
Review
Implementation
Quality assurance
Time
Service Quality
Six Sigma Service Quality Management
• • • • • Emphasis on processes Collaborations without boundaries Active management Management updated to data Seek for perfection and embrace failure
• The 3 commandments of this philosophy are: – The Customer is the King – In God only we trust, rest all gather data – Variation is the enemy of all processes
Service Quality
Six Sigma
Two basic Ideologies in Six Sigma • DMAIC is used to improve an existing business process • DMADV is used to create new product or process designs for predictable, defect-free performance.
Service Quality
Six Sigma
• The key roles in Implementation – Executive Leadership – Champions – Master Black Belts – Experts – Black Belts – Green Belts – Yellow Belts
Service Quality
References
• www.expresshospitality.com • EBSCO • www.wikipedia.org
Service Quality
THANK
YOU
doc_140065361.ppt
The PPT includes the Quality concept in the service industry.
Service Quality
The Concept Of Service Quality
Service Quality
Quality
• There are many definitions of quality: – Conformance to requirements – Fitness for use – Continual Improvement – As defined by customers – Zero defect – The totality of characteristics of an entity that bear on its ability to satisfy stated and implied need – Meeting expected needs and going beyond them
Service Quality
Goods Vs. Services
The majority of GOODS are: Tangible Storable Transportable The majority of SERVICES are: Intangible Perishable Service providers are transportable
Immediate purchase is for capability of later performance
Immediate purchase is for immediate performance
Buyer involvement Low Quality Measurement Objective
Buyer involvement High Quality measurement Subjective
Service Quality
Service
• Service is the non material equivalent of a good • No exclusive goods or services: considerable overlap • An economic activity that does not result in ownership • Process that creates benefits by facilitating: – either a change in customers – a change in their physical possessions – or a change in their intangible assets
Service Quality
Service Quality
• A global judgment or attitude relating to the overall superiority of the service • Tool to increase value for the consumer • Ensures customer satisfaction, retention and patronage • Service boom- Indian consumers demanding better service quality • Players can no longer ignore consumer service issues
Service Quality
Measuring service Quality
• Difficult to measure • Ideal indicator – State of Economy – State of Industry – Service provider in particular • No ideal measures • Still can be quantified • SERVQUAL- most popular • Service quality gap & expectations across industries
Service Quality
Measuring Service Quality
• SERVQUAL
– A service quality rater – A useful model to quantitatively measure customers’ service experience – Reliability, assurance, tangibles, empathy, responsiveness – Applied externally to understand customer’s perceptions of service quality or applied internally to measure employees’ perceptions of service quality – However, not uniformly applicable across all sectors
Service Quality
Service Quality
Perceived Service Quality
Word of mouth Personal needs Past experience
Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles
Expected service Perceived service
Service Quality Assessment 1. Expectations exceeded ES<PS (Quality surprise) 2. Expectations met ES~PS (Satisfactory quality) 3. Expectations not met ES>PS (Unacceptable quality)
Customer Satisfaction= Perceptions-Expectations
Service Quality
Gaps in Service Quality
Word -of-mouth communications Personal needs Past experience
Expected service
Customer
GAP 5
Perceived service
Service delivery (including pre- and post-contacts)
External communications to consumers
GAP 1
GAP 3
Translation of perceptions into service quality specifications
GAP 4
GAP 2
Management perceptions of consumer expectations
Provider
Service Quality
4 As of service Quality
• Anticipate and correct Problems before they occur • Acknowledge mistakes that occur without placing blame or make excuses • Apologize sincerely for a mistake even if you are not at fault • Make amends for the mistake by taking corrective action and following up to make sure the problem is resolved
Service Quality
Total Quality Management
Total Quality Management comprises three aspects: • Quality target
• Quality development
• Quality assurance
Quality standard
Quality development Correction Planning
Review
Implementation
Quality assurance
Time
Service Quality
Six Sigma Service Quality Management
• • • • • Emphasis on processes Collaborations without boundaries Active management Management updated to data Seek for perfection and embrace failure
• The 3 commandments of this philosophy are: – The Customer is the King – In God only we trust, rest all gather data – Variation is the enemy of all processes
Service Quality
Six Sigma
Two basic Ideologies in Six Sigma • DMAIC is used to improve an existing business process • DMADV is used to create new product or process designs for predictable, defect-free performance.
Service Quality
Six Sigma
• The key roles in Implementation – Executive Leadership – Champions – Master Black Belts – Experts – Black Belts – Green Belts – Yellow Belts
Service Quality
References
• www.expresshospitality.com • EBSCO • www.wikipedia.org
Service Quality
THANK
YOU
doc_140065361.ppt