Conformance to standards Conformance to specifications Service quality is a term which describes a comparison of expectations from service with its

ts performance. The difference between what customers expect and what they perceive themselves to be receiving.

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 Improved service quality may increase economic competitiveness. 2 Types: Internal and External

Dimensions of Service Quality

Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day. Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.

Dimensions of Service Quality

Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. Empathy: Ability to be approachable. Example: being a good listener. Tangibles: Physical facilities and facilitating goods. Example: cleanliness.

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)

SERVICE QUALITY MODEL

The service quality model or the GAP model developed by a group of authors- Parasuraman, Zenithal and Berry at Texas and North Carolina in 1985 , highlights the main requirements for delivering high service quality. It identifies five gaps that cause unsuccessful delivery. Customers generally have a tendency to compare the service they 'experience' with the service they 'expect' . If the experience does not match the expectation , there arises a gap.

Customer Perceptions
Managing the Evidence

Customer Satisfaction GAP 5

Customer Expectations
Understanding the Customer

Communication GAP 4

Customer / Marketing Research GAP 1

Service Delivery
Conformance GAP 3

Management Perceptions of Customer Expectations

Design GAP 2

Conformance

Service Standards

Service Design

 GAP One: Management perception gap (The difference between expected service by customers and the managements perceptions of consumer expectations) GAP Two: Quality specification gap (The difference between company perception of customer expectation and customer driven service designs and standards) GAP Three: Service delivery gap (The difference between customer-driven service designs and standards and service delivery)

 GAP Four: Market communication gap (The difference between service delivery and external communications to the customers) GAP Five: Perceived service quality gap (The gap between perceived service and expected service)

COMPONENTS OF SERVICE QUALITY

TECHNICAL FUNCTIONAL

IMPROVING SERVQUAL Attributes

RELIABILITY

ASSURANCE

Providing service as promised Dependability in handling customers service problems Performing services right the first time Providing services at the promised time Maintaining error-free records

Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Employees who have the knowledge to answer customer questions

RESPONSIVENESS

EMPATHY

Keeping customers informed as to when services will be performed Prompt service to customers Willingness to help customers Readiness to respond to customers requests

Giving customers individual attention Employees who deal with customers in a caring fashion Having the customers best interest at heart Employees who understand the needs of their customers Convenient business hours

TANGIBLES

Modern equipment Visually appealing facilities Employees who have a neat, professional appearance Visually appealing materials associated with the service

IMPROVING SERVICE QUALITY

Benchmarking
1. 2. 3. 4.

Firms position in relative to competitors Best ways to improve competitive advantage Areas for benchmarking are Advertising R&d Distribution Marketing

SERVICE BLUEPRINTING Breaking down the basic process and structure Consists of various approaches Value chain analysis Story boarding

Process of blue printing

Chart all components of a service Identification of fail points Quality targets for a service Identify all the evidence of service. Represent an encounter point

THANK YOU