Beruflich Dokumente
Kultur Dokumente
15 2/12/2019
Incompetency, In describing services, people (employees,
managers, customers) tend to omit details or elements of
the service with which they are not familiar person might
do a fairly credible job of describing how a discount stock
brokerage service takes orders from customers. But would
that person be able to describe fully how monthly
statements are created, how the interactive computer
system works and how these two elements of the service
are integrated into the order taking process. e.g, Surgeon,
Physician
Biased interpretation, No two people will define responsive,
quick, and flexible in exactly the same way. For e.g., a supervisor
or manager may suggest to a front line service employee, that the
employee should try to be more flexible or responsive in
providing service to the customer.
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Five Dimensions of Service Quality
1. Reliability
2. Tangible
3 Responsiveness
4 Assurances
5. Empathy.
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Cont….
1. Reliability: Reliability means, ability to perform the promise to
service dependably and accurately. Reliability means that the company
delivers as per the promises. Customers want to do business with a
company which keeps up the promise.
Eg, Medical Care-Appointments are kept on schedule, diagnosis prove to
be accurate
Airline-Flights as promised-arrival and departure on time
2. Tangible: Tangible means, appearance of physical facilities, equipments
personnel and written materials. All of these provide physical image of
the service. This is very important particularly to the new customers
who will use this as criteria to evaluate quality. A Service industry
emphasizes tangibles in their strategy which includes hospitability in
services when the customers visit the establishment to receive services.
While tangibles are used by service companies to enhance their image,
provide continuity and signal quality to the customers.
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3. Responsiveness: Responsiveness means willingness to help customers and
provide prompt service. This deals with attentiveness and promptness in
dealing with customer request questions, complaints and problems.
Responsiveness is communicated to the customers in an indirect way as
follows,
a) The length of time they have to wait for assistance
b) Answers received to the questions asked
c) How flexible and ability to provide custom built service products
e.g., Airlines-Timely, prompt, speedy system of ticketing, baggage handling
efficient
Medical Care-No waiting time, willingness to listen
4. Assurances: Assurance means, employees knowledge and courtesy and their
ability to inspire trust and confidence. This dimension is likely to be
particularly important for services that customer perceives as having high risk
and feel uncertain about their ability to evaluate out comes. e.g. Medical,
Banking and Legal Services
e.g., Medical Care-Knowledge, Skills, Good Credentials, Reputation Car Repair-
Knowledgeable mechanics who know their jobs very well.
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5. Empathy: Empathy means caring and individualized
attention to the customers. The essence of empathy is to
convey the message that the customers are unique and
special. Customers want to feel that he is important to the
company and to the service provider. Personnel at small
service firms often know the customers by name and build
relationship with them and meet their requirements and
preferences. Such a small firm competes with large firms; the
ability to empathetic may give the small firm a clear
advantage.
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Service quality as a profit strategy
Service quality can be described as profit strategy because of its effective
relationship in the modern era of service marketing .
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Yield management
Yield management is a variable pricing strategy, based on
understanding, anticipating and
influencing consumer behavior in order to
maximize revenue or profits from a fixed, time-limited resource
(such as airline seats or hotel room reservations or advertising
inventory). As a specific, inventory-focused branch of revenue
management, yield management involves strategic control of
inventory to sell the right product to the right customer at the
right time for the right price. This process can result in price
discrimination, in which customers consuming identical goods
or services are charged different prices.
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THANK U….
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