Service Quality Management

Amit Kundu School of Management Studies, Techno India

Service Quality Management

Quality means the degree of excellence in service performance. Consumers perceive the quality of a service by experiencing the consumption process and by comparing the experience with their expectations.

Service Quality Management

Quality = f(costs, profitability, customer satisfaction, customer relation, behavioural intention and positive word-ofmouth)

Service Quality Management

The degree and direction of discrepancy between consumers perceptions and expectations in terms of different but relatively important dimensions of the service quality, which can affect their future purchasing behaviour. (Parasuraman, Zeithaml and Berry)

EXPECTED QUALITY

TOTAL PERCEIVED QUALITY

EXPERIENCED QUALITY

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MARKET COMMUNICATION IMAGE WORD-OF-MOUTH CUSTOMER NEEDS

TECHNICAL QUALITY: WHAT

FUNCTIONAL QUALITY: HOW

Service Quality Management

Technical Quality
What is offered to the customer from the organization and what customers receive in their interactions with the service firm is called the Technical Product. the quality in designing the basic service packages (BSP) is reflected in the technical quality of the service.

Service Quality Management

Functional Quality
Customers are influenced by how they receive the service and how they experience the service process in which they also played a part.

Service Quality Management

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Most customers will evaluate a firm by taking into consideration its resources, history and ways of operating service activities.

Service Quality Management

Reliability involves consistency performance and dependability. important measures of reliability are:
Performance of the initial service Accuracy in billing Keeping records correctly Performing the service punctually

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Determinants of Service Quality

Responsiveness concerns the willingness of employees to provide service. The measures include:
Timeliness of service Mailing transaction slips immediately Efficient customer support Giving prompt service

Determinants of Service Quality

Competence means possession of the required skills and knowledge. The measures include:
Knowledge and skills of the contact employees Knowledge and skills of the operational support personnel Research capability of the organization

Determinants of Service Quality

Access involves approachability and ease of contact. The accessibility of a service is determined mostly by the following:
easily accessible by telephone waiting time for service is not long convenient hours of operation convenient location of service facility

Determinants of Service Quality

Courtesy involves politeness, respect, consideration and friendliness of contact personnel. The organization should provide:
consideration for the consumers property clean and neat appearance of public contact personnel

Determinants of Service Quality

Communication means keeping customers
informed in a language they can understand, and listening to them. The important criteria are:

explaining the service itself explaining how much the service will cost explaining the trade-offs between service and cost assuring the consumers that a problem can be handled

Determinants of Service Quality

Credibility involves trustworthiness, believability, honesty and having the customers best interest at heart. The indicators are:
company name company reputation personal characteristics of the contact personnel

Determinants of Service Quality

Security is freedom from danger, risk or doubt. It includes:
physical safety financial security confidentiality

Determinants of Service Quality

Understanding the customer involves making the effort to understand the customers needs. It includes:
learning the customers specific requirements providing individual attention recognizing the regular customers

Determinants of Service Quality

Tangibles includes physical evidence of the service. They are:
Physical facilities Appearance of the personnel Tools or equipment used to provide the service Physical representation of the service