How can we improve service quality
Download as PPTX, PDF0 likes364 views
The document discusses how to improve service quality. It explains that there are five gaps that can cause unsuccessful service delivery, including differences between customer expectations and management perceptions, as well as service specifications and actual delivery. There are also five determinants of service quality: reliability, responsiveness, assurance, empathy, and tangibles. The document recommends managing customer expectations and incorporating self-service technologies to close gaps and provide superior service. Customer expectations strongly influence their perceptions of service, so companies must understand how each service encounter affects quality.
How can we improve service quality
- 1. How can we improve service quality? Shubham Goswami Jadavpur University
- 2. Service performance is judged in every encounter
- 3. Customers compare the perceived service with the expected service
- 4. If the perceived service is below par, then customers are disappointed
- 7. Gap between consumer expectation and management perception Gap between management perception and service quality specifications Gap between service quality specifications and service delivery Gap between service delivery and external communications Gap between perceived service and expected service
- 8. The 5 determinants of service quality
- 9. Reliability The ability to perform the promised service dependably and accurately
- 10. Responsiveness Willingness to help customers and provide prompt service
- 11. Assurance The knowledge and courtesy of employees and their ability to convey trust and confidence
- 12. Empathy The provision of caring, individualized attention to customers
- 13. Tangibles The appearance of physical facilities, equipment, personnel and communication materials
- 15. Many person-to-person interactions are being replaced by self -service technologies (SSTs)
- 16. There is a need to successfully integrate technology into the workforce
- 17. This requires a comprehensive re-engineering of the front office to identify what people do best, what machines do best and how to deploy them safely and together
- 18. Summary Superior service delivery requires managing customer expectations and incorporating self- service technologies Customer’s expectations play a critical role in their service experiences and evaluations Companies must manage service quality by understanding the effects of each service encounter
- 20. Disclaimer Created by Shubham Goswami, Jadavpur University, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (see www.IIMInternship.com)