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S E M I N A R PA P E R O N :
S E R V I C E Q U A LT Y A N D
C U STO M E R S AT I S FAC T I O N
Reliability
Assurance
Responsiveness
SERVQUAL
DIMENSION
Empathy
Tangibles 1
SEMINAR PAPER ON:
SERVICE QUALTY AND CUSTOMER
SATISFACTION
By:
1. Eliyas Ebrahim ( MBA- I)
September 2016
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ORIENTATION AND RULE OF THE GAME
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Mobiles silent or switch off!
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Why Seminar
?
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INTRODUCTORY QUESTION
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OBJECTIVES OF THE SEMINER
Upon completion of the seminar , Attend/ Audience will be able to do:
Know what Service is and why you should learn about it.
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CONTENTS OF THE SEMINER
1. Service
2. Service Quality
3. Customer Satisfaction
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1.SERVICE
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CONTENTS:
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1. MEANING AND DEFINITION OF SERVICE
service is an economic activity that creates value and
provides benefit for customers at specific time and
places by bringing about a desired change in ,or on
behalf of ,the recipient of the service.
Kotler, Armstrong, Saunders and Wong defines service as :
A service is any activity or benefit that one party
can offer to another which is essentially intangible
and does not result in the ownership of anything.
American Marketing Association defines service as:-
Activities, benefits and satisfactions which are offered for
sale or are provided in connection with the sale of goods.
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SIGNIFICANCE OF SERVICES MARKETING.
capital formation
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SERVICE MARKETING MIX
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SERVICE QAULITY
Quality is a key requirement in every field.
Quality is The inclusion of all specified features and
characteristics as defined for product or service and its
ability to satisfy the given needs as per the requirement of
user while using it.
Service quality is nothing but the difference between the
service expectation & service actually received by the
customer.
Service Quality = Perception Expectation
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MEASURING THE SERVICE QUALITY
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contd
A metric is a type of measurement,
which relates to a system, process or
related documentation.
The use of systematic service
measurement and careful monitoring
of metric definitely can improve the
overall service quality.
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QUALITY METRICS
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RESPONSIVENESS-
Willingness to help customers and provide prompt
service. When their is a problem , does the firm
resolve it quickly ? or is my stock broker willing to
answer my question ?
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ASSURANCE
Knowledge and courtesy of employees and their ability to convey
trust and confidence. can the bank teller process my transaction
without fumbling around ?.
EMPATHY
Caring, individualized attention the firm provides its
customers. Are the house keeping consistently polite
when showing bedroom ?
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Customer Expectation and Perception Towards Service
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CONTD
The knowledge gap:-is the difference between what service
providers believe customer expects and customer actual need
and expectation.
The standards gap:-the difference between management perception
of customer expectation and the quality standards established
for service delivery.
Delivery gap:-is the difference between specified delivery
standards and the service provider actual performance on these
standards
Internal communication gap:-is the difference between what the
company advertising and sales personnel think are the products
features, performance and service quality level and what the
company is actually able to deliver.
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CONTD
Perception gap:-is the difference between what is ,in fact delivered
and what customers perceive they have received (because they are
unable to accurately evaluate service quality) .
Interpretation gap:- the difference between what service providers
communication efforts (in advance of service delivery ) promise
and what a customer thinks was promised by these communication
Service gap:-is the difference between what a customer expect to
receive and their perception of the service that is delivered .
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CORE STRATEGIES TO ADDRESS SERVICE QUALITY
GAP.
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o If the product's Performance falls short of the
customer's expectations ,the buyer is dissatisfied.
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The End
Thank you!!!