Chapter - 22 Services Quality

Chapter - 22

Objectives of the Session

To understand
Definition of Quality and its Significance Measuring Services Quality Service Quality Gap Model Service Quality Standards Benchmarking Total Quality Management Strategies for Improving Service Quality Monitoring Service Quality
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Definition of Quality and its Significance

Quality is exceeding what customers expect from the service. Quality can be defined from the following perspectives
User-based approach Product-based approach Operation-based approach Value-based approach Transcendent view of quality To win credibility and obtain repeat customers To charge premium price
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Measuring Services Quality

Different Criteria to measure the quality of Service
Functional Technical Tangibles Reliability Responsiveness Assurance Empathy
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Service Quality Gap Model

Customer Gap
Gap between what the customer expects and what the organization offers them

Different Provider Gaps

Failure to understand customer expectations Failure to design the right service Not setting and communicating the right service standards to employees and intermediaries Failure to deliver the service standards to customers Failure to take customer feedback and review the service continuously
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Service Quality Standards

Standards can be set with respect to any aspect of the service that is of value to customers. The service standards should be in alignment with the goals of the organization. The standards should be one of the best in the industry, but achievable within the organizations means.
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Benchmarking
A continuous process Measuring products, Measuring services and Measuring practices Against the toughest competition or those companies recognized as industrial leaders

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Process of Benchmarking
The org. has to identify the critical business process or areas that need to be benchmarked for improvement. Choose the companies that have excelled in those areas for benchmarking. Organization have to determine the method to be used for data collection from the company for benchmarking. The management should analyze the differences between the process in the two companies to identify its areas for improvement. Introduce necessary changes in the organization to remove the performance gap and improve the service quality

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Types of Benchmarking
Internal
External Generic

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Total Quality Management

TQM is a systematic approach in which an organization seeks to continuously improve its processes and enhance its service quality to both internal and external customers, and suppliers.

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10

Strategies for Improving Service Quality

100% perfection Communication and training to employees Test marketing of service Train employees in recovery techniques. Train employees to face the problems

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11

Monitoring Service Quality

Conduct customer surveys Monitor customer feedback Review service blueprints, tracking system

problem-

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12

Summary
Definition of Quality and its Significance Measuring Services Quality Service Quality Gap Model Service Quality Standards Benchmarking Total Quality Management Strategies for Improving Service Quality Monitoring Service Quality
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Thank you
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