Beruflich Dokumente
Kultur Dokumente
Service Quality
Professor Musadiq A. Sahaf The Business School UNIVERSITY OF KASHMIR
Session Outcomes
To understand the nature of Service Quality;
To Study the measurement of Service quality; To identify the various models devised for the
purpose in the recent past; and To examine SERVQUAL and GAP Model
Sahaf 2010
User based
Quality is determined by the user Quality is subjective and hinges on the individual perceptions of customers. Quality is high when customers say it is and not always when product conforms to technical criteria.
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Sahaf 2010
Technical and functional quality model Nordic (Gronroos, 1984) Service quality can also be defined according to both the what and how a product or service is delivered. Gronroos distinguishes between technical quality and functional quality. Technical Quality is concerned with the outcome of the delivered product or service. cont..
Sahaf 2010
Technical and functional quality model Nordic (Gronroos, 1984)---Contd. Customers use service quality attributes such as reliability, competence, performance, durability, etc. to evaluate technical quality. Functional Quality has more to do with how the technical quality is transferred to the consumer. Service quality attributes such as responsiveness and access would be important in helping the customer judge the functional quality of the service encounter.
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quality is a measure between service perceptions as well as expectations Service quality stems from a comparison of what a consumer feels a service firm should offer (desires or wants) versus their perception of what the service firm actually does offer Ensuring good service quality involves meeting or exceeding consumers expectations
Sahaf 2010
equipment, personnel, and communications materials. Reliability---The ability to perform the promised service dependably and accurately. Responsiveness--- The willingness to help customers and to provide prompt service. Assurance---Knowledge and courtesy of employees and their ability to convey trust and confidence. Empathy--- caring, individualized attention the firm provides its customers
Sahaf 2010
SERVQUAL
SERVQUAL is a 22-item scale (with five contructs)
developed to assess customers expectations and perceptions concerning a service encounter. SERVQUAL aims to measure a service quality gap that exists between the customers expected level of service and their perception of the actual level of service delivery.
Sahaf 2010
Gap Model
The disconfirmation between expectations and
perceptions of quality forms the basis for improving service quality through Gap model. On the basis of the disconfirmation Parasuramans team (1985) developed Gap Model that identified five key service provider gaps potentially responsible for poor service. The five gaps are or key discrepancies between expectations and perceptions of customers as shown in Fig in next slide
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Get better understanding of user expectations through complaint analysis and user panels. Increase direct interaction between service provider and users to improve understanding. Improve upward communication from contact personnel to service provider and reduce the
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Ensure that top management displays ongoing commitment to quality as defined from users point of view. Get Managers and Deputy/Assistant Managers to set and communicate service standards for their work units. Train managers in the skills needed to lead contact personnel to deliver quality service. Clarify to contact personnel which job tasks have the biggest impact on quality and should receive the highest priority. Measure performance and provide regular feedback. Reward managers and contact personnel for attaining quality goals
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Clarify contact personnel roles Ensure that contact personnel understand how their jobs contribute to users satisfaction Match contact employees to jobs by selecting for the abilities and skills needed to perform each job well. Provide service staff with the technical training needed to perform their assigned jobs effectively Teach employees about user expectations, perceptions, and problems Treat users as partial employees'; clarify their roles in service delivery, train and motivate them to perform well in their roles as co-producers
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Seek inputs from operation personnel when promises are being made The service provider including contact personnel must preview communications before users are exposed to them Manage users expectations by letting them know what is and is not possible--- and the reason why Identify and explain uncontrollable reasons for shortcomings in service performance
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