Service Quality
LEARNING OUTCOMES:
• Define productivity and quality in the context
of service rendering.
• Describe the relationship between customer
expectations, service quality and satisfaction.
• Explain the gaps model of service quality.
• Identify the components of a service quality
information system
Service quality is the extent to
which a service meets or
exceeds customer
expectations – The internal
standards that the customers
use to judge the quality of
service experiences.
Dimensions of Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Dimensions of Service Quality
Reliability: Perform promised service dependably
and accurately. Example: receive mail at same time
each day. – Reliability extends to the back office as
well. For example accuracy of billing
Responsiveness: Willingness to help customers
promptly. Example: avoid keeping customers waiting
for no apparent reason. . If a service failure occurs ,
the ability to recover quickly and with professionalism
can create very positive perceptions of quality.
Ex. Serving complementary drinks on a delayed flight
can turned potentially poor customer experience into
one that is remembered favorably.
6-5
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.
6-6
How Customers Evaluate
Service Quality?
Perceived Service Quality
Word of Personal Past
mouth needs experience
Service Quality Expected Service Quality Assessment
Dimensions service 1. Expectations exceeded
Reliability ES<PS (Quality surprise)
Responsiveness 2. Expectations met
Assurance Perceived ES~PS (Satisfactory quality)
Empathy service 3. Expectations not met
Tangibles ES>PS (Unacceptable quality)
F&F
Service Quality Gap Model
F&F
Gaps in Service Quality
The Knowledge Gap
Gaps that The Standard Gap
Cause Unsuccessful
Service The Delivery Gap
Delivery The Communication Gap
The Perception Gap
Knowledge Gap
Customer’s
Customer’s
expectations
expectations
Inadequate marketing research orientation
Reasons
Reasons
for
for Lack of upward communication
provider
provider Insufficient relationship focus
Gap
GapI I Inadequate service recovery
Company’s
Company’sperceptions
perceptionsof
of
customer
customerexpectations
expectations
Standard gap
Translation
Translation of
of perceptions
perceptions into
into
service
servicequality
qualityspecifications
specifications
Poor service design
Absence of customer-defined service
Reasons
Reasons standards
for
for Inappropriate physical evidence and
provider
provider servicescape
Gap
Gap22
Management
Managementperceptions
perceptionsof
of
customer
customerexpectations
expectations
Delivery gap
Customer-driven
Customer-drivenservice
service
designs
designsand
andstandards
standards
Poor human resource policies
Reasons
Reasons Failure to match supply and demand
for
for Customer not fulfilling their roles
provider
provider Problems with service intermediaries
Gap
Gap33
Service
Servicedelivery
delivery
Communication gap
External communications to
consumers
Lack of integration of marketing communications
Reasons
Reasons Inadequate management of customer expectations
for
for
provider
provider Over promising
Gap
Gap44 Inadequate horizontal communications
Service delivery
Perception gap
Customer
Customer
expectations
expectations
Reasons
Reasons • Not knowing what customers expect
for
for • Not selecting the right service
Customer
Customer standards and designs
Gap
Gap55 • Not delivering to service standards
• Not matching performance to promised
Customer
Customer
perceptions
perceptions
Service Quality Gap Model
Gap 6: The gap between customer
expectations & employees’
perceptions.
Gap 7: The gap between employee’s
perceptions & management
Lovelock perceptions
Quality
Improvement
Tools
Customer satisfaction and
Quality
Customer satisfaction definition
Customer’s feeling regarding the gap between his or her
expectation towards a company, product or service and the
perceived performance of the company.
Looy , Gemmel & Dierdonck (2006)
A qualitative measure of performance as defined by
customers,
which meet their basic requirements and standards.
Providing good service in a pleasant manner and meeting the
customer's expectations .
Customer satisfaction Definition
What is customer satisfaction/dissatisfaction?
Satisfaction Dissatisfaction
Customer satisfaction Importance
– It plays a role in making your company more successful.
– Companies with high customer satisfaction are more
profitable.
More likely to say positive things about your company
(Positive word-of-mouth)
More likely to be a repeat customer Cost less to service
Purchase more frequently
Less likely to be lost to competitors
Insulated from price competition
Positive work environments
Employee Loyalty
Customer satisfaction Importance
The service –profit chain
Satisfied Satisfied Loyal Corporate
employees customers customers profits
Service Quality Information System
Ongoing research process providing timely useful data
to managers about customer satisfaction, expectations,
and perceptions of quality.
•Post-transaction survey
•Total Market Surveys
•Mystery shopping
•New, declining and former customer surveys
•Focus Group
•Employee field reporting
Post-transaction survey
Techniques to measure customer satisfaction and
perceptions of service quality while a specific service
experience is still fresh in the customer’s mind.
Total Market Surveys
Periodic measurements of customer’s overall
evaluations of service quality based on accumulated
experience over a period of time.
Mystery shopping
Research technique that employs individuals posing as
ordinary customers in order to obtain feedback on the
service environment and customer-employee
interactions.
Focus Group
Groups of customers sharing certain common
characteristics who are convened by researchers for in-
depth, moderator-led discussions on specific topics.
Employee field reporting
Systematic method of finding out what employees
learn from their interactions with customers and their
direct observation of customer behavior.
Question and Answer Session
Questions
