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Total Quality Management

Customer Satisfaction

Group 2
Judy Ann Sumaoang
Jona Zyra Espinosa
Shaira Lyn Lino
John Paul Pangilinan
Customer Satisfaction is a measurement we used to quantify the degree to which a
customer is satisfied with a product, service or experience.
An external customer may be an individual or an enterprise that hires or purchases the
product(s) or service(s) from another person or business in exchange of money.
Internal customers are within the company-the colleagues working together for
delivering a service or product for the external customer.
Dimensions of Quality for Goods and Services

Dimensions of Quality for Goods/Product

• Performance- refers to a product’s primary operating characteristics. This dimension of
quality involves measurable attributes.
• Features- are additional characteristics that enhance the appeal of the product or service
to the user.
• Reliability - like the likelihood that a product will not fail within a specific time period.
• Conformance- is the precision with which the product or service meets the specified
• Durability- measure the length of the product’s life.
• Serviceability- the speed with which the product can be put into service when it breaks
down, as well as the competence and the behaviour of the service person.
• Aesthetics- the human perception of beauty, sight sound, smell, touch, taste and
• Perceived quality- the quality attributed to a good or service based on indirect

Dimensions of Quality for Services

1. Tangibles
Appearance of physical facilities, equipment, personnel and communication materials.
2. Reliability
Ability to perform the promised service dependably and accurately.
3. Responsiveness
Willingness to help customers and provide prompt service.
4. Assurance
Knowledge and courtesy of employees and their ability to convey trust and confidence.
5. Empathy
Caring , individualized attention the firms provides its customers.

Features of Goods and Services

• Speed
• Delivery Schedule
• Care in Handling
• Each Service Offering is Different
• Customer Requirements are Difficult to Comprehend
• Difficulty in Estimating Cost
• Difficulty in Measuring Performance of Services
• Difficulty in Marketing Services
• Difficulty in measuring customer satisfaction
• Psychology of customers

Customer Feedback
Information coming directly from customers about the satisfaction or
dissatisfaction they feel with a product or a service. Customer comments and complaints
given to a company are an important resource for improving and addressing the needs
and wants of the customer. The information is procured through written or oral surveys,
online forms, emails, letters, or phone calls from the customer to the company.

Feedback form
The most common method of obtaining feedback is by giving a response sheet or
a feedback form to the customers at the conclusion of delivery process and seeking
Overall impressions about the quality of the product or services provided (tick one)
 Excellent
1  Good
 Fair
 Poor
Whether the job was carried out as originally agreed (tick one)
 Totally
 Partially
 Not at all
Whether delivered on time, as scheduled
3  Yes
 No
Whether the job was delivered on the scheduled date without reminders
4  Yes
 No
Was the service provided by the customer contact personnel satisfactory?
5  Yes
 No
Were the other personnel in the organization prompt and friendly?
6  Yes
 No
Would the customer like to come back again for the same service?
7  Yes
 No
Is he considering an alternative source of supply?
8  Yes
 No
Is the customer satisfied with the price paid?
9  Yes
 No
Compare the services of the organization with the services provided by any of its competitors
(tick one)
10  Better
 Equal
 Poorer
Service specific queries:
11 (These are to be chosen depending upon the service provided. For instance, for training program
the following could be added)
Was the faculty well informed?
 Yes
 No
Could they motivate?
 Yes
 No
Could they provide adequate case studies?
 Yes
 No

In order to get a true feedback, the feedback form should be kept confidential.
Display Results
The display of the feedback is beneficial in two ways to the organization namely:
1. The customers come to know that their feedback is taken seriously by the organization.
2. The employees in the organization know about where they really stand.

Levels of Customer Value

The levels of customers value indicate what the consumers expect and do not expect
from their purchase decisions:
 Basic and expected levels
 Desired customer value
 Unanticipated customer value

Types of Customers
There are four types of customers based on projected customer retention and loyalty to
the brand:
 Strangers
 Butterflies
 True friends
 Free loaders

Types of Customers Feedback

 Positive feedback
 Negative feedback
 Positive feed forward
 Negative feed forward

Importance of Customers Feedback

1. Customer feedback helps improve products and services
2. Customer feedback helps you measure customer satisfaction
3. Collecting customer feedback shows you value their opinions
4. Customer feedback helps you create the best customer experience
5. Customer feedback helps to improve customer retention
6. Customer feedback is a reliable source for information to other consumers
7. Customer feedback gives you data that helps taking business decisions