Service quality

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2. SERVICE QUALITY
Presented by:
Faisal Hayat and Muhammad Zia
R.#:01,04
BS.c (Hons.) Food Science & Technology
Institute Of Food Science & Nutrition
University Of Sargodha,
Sargodha
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3. CONTENTS
Definition of quality
Definition of service
Definition of service quality
Definition of service quality management
Customer’s requirements
Factors influencing customers satisfaction
Types of customers
Ten service quality principle
Objective of service quality
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4. CONTENTS…continue
Dimensions of service quality
Universal processes of service quality
Ultimate purpose of service quality
Service quality assessment
Difference between(bad service, good service and excellent
service)
Service quality gap
Service quality gap model
Classification of service failure
Service quality recovery
Service quality inspection
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5. Definition
 The processes by which the products and services
are made or offered throughout an organization, in
order to improve the products and services which
are sold to customers
 Voice of customers
QUALITY?
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6. SERVICE?
Intangible commodity
Service
Ability to provide a level of care to customers which
meets or exceeds their expectation
It involves their
 Needs and
 Demands
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7. SERVICE QUALITY?
Service quality
Customer’s judgment of overall excellence of the
service provided in relation to the quality that was
expected
Perception
It is the way a person interprets reality or quality
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8. SERVICE QUALITY MANAGEMENT
Definition
“Continuously meeting agreed customer
requirements at the lowest cost, by releasing
the potential of all employees.”
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9. CUSTOMER REQUIREMENTS
Speed of delivery
Conformance to specifications
Reliability of service
Responsiveness to queries
Low Cost
Consistency of product and service
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10. Factors Influencing Customer Satisfaction
Product quality
Service quality
Price
Specific product features
Personal factors
Situational factors
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11. TYPES OF CUSTOMERS
Two types
1. External customers
Outside of organization
2. Internal customers
Within the organization
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12. SERVICE QUALITY PRINCIPLES
1. Customer focus
2. Leadership
3. Involement of people
4. Process approach
5. System approach to management
6. Approach to decision making
7. Mutual beneficial suppliar relationship
8. Continual improvement
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13. DIMENSIONS OF SERVICE QUALITY
Service
Quality
Service
Quality
ReliabilityReliability
ResponsivenessResponsiveness
AssuranceAssurance
EmpathyEmpathy
TangiblesTangibles
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14. Reliability
Dependability
Accuracy
Provide services at promised time dependably and accurately
Perform services right the first time
Example: receive mail at same time each day
DIMENSIONS OF SERVICE QUALITY
Get it right
the first time!
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15. DIMENSIONS OF SERVICE QUALITY
Responsiveness
Promptness
Helpfulness
Willingness to help customers promptly
Readiness to respond to customer’s request
Example: avoid keeping customer’s waiting.
and on time!
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16. Assurance
Credibility
Security
Ability to convey trust and confidence
Give a feeling that customers best interest is in your heart
Example: being polite and showing respect for customer
DIMENSIONS OF SERVICE QUALITY
I feel
safe
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17. DIMENSIONS OF SERVICE QUALITY
Empathy
Good communication
Customer understanding
Personalised attention
Ability to be approachable, caring, understanding
and relating with customer needs
Example: being a good listener
They listen
to me
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18. DIMENSIONS OF SERVICE QUALITY
Tangibles
Physical evidence
 Appearance of physical facilities, Equipment and
communication material.
Example: cleanliness of employee
People look smart
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19. Relative Importance of Service Dimensions
When Respondents Allocate 100 Points
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TANGIBLES 11%
EMPATHY 16%
RELIABILITY 32%
ASSURANCE 19%
RESPONSIVENESS
22%

20. UNIVERSAL PROCESSES OF SERVICE
QUALITY
 Service quality planning
Setting goals for customer delivery
 Service quality control
Controlling service flows by measuring for success
 Service quality management
Involving the employees
 Service quality improvement
Consistent improvement of service/product
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21. PURPOSE OF SERVICE QUALITY
Improved
Service
Performance
Increased
Market
Share
Improved
Customer
Satisfaction
Increased
Profitability
Improved
Customer
Retention
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22. To meet assessed needs
To concentrate on service users
To work for the complete dignity & wellbeing of
service users.
To ensure that we are fit to provide service.
To provide the highest quality comprehensive service
to all customers
To work with customers to enhance the quality of their
daily life
OBJECTIVES OF SERVICE QUALITY
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23. Word of
mouth
Personal
needs
Past
experience
Expected
service
Perceived
service
Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Service Quality Assessment
1. Expectations not met
ES>PS (Unacceptable quality)
2. Expectations met
ES~PS (Satisfactory quality)
3. Expectations exceeded
ES<PS (Quality surprise/excellent)
SERVICE QUALITY ASSESSMENT
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24. DIFFERENCE BETWEEN ………
Unacceptable quality
Surprise Quality
Satisfactory quality
Bad service
Excellent
service
Good service
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25. Bad Service
Bad Service is when customer gets treatment
which is less than his/her expectations
ES>PS (Unacceptable service quality)
Customer
Expectation
What Customer
receives
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26. Good Service
Good service is when the customer gets treatment
that meets his/her expectations
ES~PS (Satisfactory service quality)
Customer
Expectation
What Customer
receives
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27. Excellent Service
When the customer gets a little more than what he/she
expected, Good Service becomes Excellent Service
ES<PS (Quality surprise)
Customer
Expectation
What Customer
receives
+
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28. DETERMINANTS OF PERCEIVED
SERVICE QUALITY
Dimensions of service quality
1. Access
2. Communication
3. Competence
4. Courtesy
5. Credibility
6. Reliability
7. Responsiveness
8. Security
9. Tangibles
10. Understanding/knowing
the customer
Expected
Service
Perceived
Service
Service
Quality
Gap
Perceived
Service
Quality
Word of
Mouth
Personal
Needs
Past
Experience
External
Communication
to Customers
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29. SERVICE QUALITY GAP MODEL
Customer
Perceptions
Customer
Expectations
Service
Delivery
Service
Standards
Management
Perceptions
of Customer
Expectations
Managing the
Evidence
Conformance Service Design
Understanding
the Customer
Customer Satisfaction
GAP 5
Customer /
Marketing Research
GAP 1
Conformance
GAP 3
Communication
GAP 4
Design GAP 2
GAP model is a tool to diagnose problems in
service design and delivery. Service gap is the
most critical
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30. GAP1: MARKET RESEARCH GAP
Customer’s expectationsCustomer’s expectations
Company’s perceptions of customer
expectations
Company’s perceptions of customer
expectations
 Inadequate marketing research orientation
 Lack of upward communication
 Insufficient relationship focus
 Inadequate service recovery
Reasons
for
provider
gap
I
Reasons
for
provider
gap
I
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31. SOLUTION OF GAP 1
Learn what customers expect
Increase direct interactions between managers and customers
Improve upward communications
Act on information and insights
Improve market research
Reduce the number of levels of
management that distance the customer listen to customers
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32. GAP 2: DESIGN GAP
Translation of perceptions into service quality
specifications
Translation of perceptions into service quality
specifications
Management perceptions of customer
expectations
Management perceptions of customer
expectations
 Poor service design
 Absence of customer-defined service standards
 Inappropriate physical evidence and services
 Inadequate standardization of tasks
Reasons
for
provider
gap
2
Reasons
for
provider
gap
2
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33. SOLUTION OF GAP 2
Establish the right service quality standards
Top management commitment to providing service quality
Establish challenging and realistic service
quality goals
Train managers to be service quality leaders
Develop new ways to deliver service quality
Measure performance of service standards and
provide regular feedback
Setting goals and standardizing service
delivery tasks
Service quality
award
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34. GAP 3: CONFORMANCE GAP
 Poor human resource policies
 Lack of teamwork
 Poor employee
 Poor technology
 Failure to match supply and demand
 Problems with service
Service deliveryService delivery
Customer-driven service designs and
standards
Customer-driven service designs and
standards
Reasons
for
provider
gap
3
Reasons
for
provider
gap
3
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35. SOLUTION OF GAP 3
Actual delivery of service cannot meet the specifications set by
management
Ensure that service performance meets standards
Attract the best employees
Select the right employees
Develop and support employees
Train employees
Provide appropriate technology & equipment
Encourage and build teamwork
Internal marketing
Can I take
your order?
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36. SOLUTION OF GAP 3…continue
 Retain good employees
Measure and reward service quality achievements
Develop equitable and simple reward systems
You are a
Star Service
Provider
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37. GAP 4: COMMUNICATION GAP
External communications to consumersExternal communications to consumers
Service deliveryService delivery
 Lack of integration of marketing communications
 Inadequate management of customer expectations
 Overpromising
 Inadequate communications
Reasons
for
provider
gap
4
Reasons
for
provider
gap
4
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38. SOLUTION OF GAP 4
Ensure that delivery matches promises
Lack of information provided by contact personnel
Gain communications between sales, operations and
customers
Internal marketing programs
In advertising, focus on service characteristics
that are important to customers
Reality’ advertising
Real employees, real customers,
real situations
Why do we
always have
to wait?
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39. GAP 5: CUSTOMER EXPECTATIONS AND
PERCEPTIONS GAP
 Not knowing what customers expect
 Not selecting the right service standards and designs
 Not delivering to service standards
 Not matching performance to promised
Customer expectationsCustomer expectations
Customer perceptionsCustomer perceptions
Reasons
for
provider
gap
5
Reasons
for
provider
gap
5
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40. SOLUTION OF GAP 5
Customer satisfaction is difficult but not impossible
Surveys of customers
Resolve customer complaints
Employee surveys
Focus on a special groups of customers
Competitive market surveys – benchmark
Try to measure the gap between expected service and perceived
service
Customer satisfaction depends on minimizing the four gaps that
are associated with service delivery
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41. CLASSIFICATION OF SERVICE
FAILURES
Server Errors
Doing work incorrectly
Doing work not required
Doing work in the wrong order
Doing work too slowly
Failure to listen to customer
Failure to react appropriately
Failure to clean facilities
Failure to wear clean uniform
Customer Errors
Failure to understand role
Failure to engage in correct service
Failure to remember steps in process
Failure to follow system flow
Failure to follow instructions
Failure to learn from experience
Failure to adjust expectations
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42. SERVICE QUALITY RECOVERY
Disasters can be turned into loyal customers by proper and
rapid service recovery
Frontline workers, therefore, need to be properly trained
Measure the costs
Break the silence and listen closely for complaints
Act fast
Empower the front line
Train employees
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43. SERVICE QUALITY INSPECTION
Opinion surveys - about quality of service
100 percent inspection - every unit is checked
First article inspection - usually after the process is
set up
Acceptance sampling - based on statistical sampling
table, a random or stratified sample from a larger lot
If the sample is within the acceptable quality level, the
lot passes inspection
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