group 14_service quality

8/9/2019 Group 14_service Quality

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Group 14

Marketing DPrakhar Pratap Singh(09PG035)

Sayantini Ghosh (09PG231)

Karthik Reddy

Service Quality Measurement in

Hotels and Hospitals


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QUALITY DEFINITIONS

y Quality is based in subjectivity

y Service Quality is essentially conceptualized as thediscrepancy between customer expectations and

perceptions of what is delivered


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SERVICE QUALITY

y Service is intangible

y Cannot be easily measured, tested and verified in advance ofsales to assure quality

y Services are perishable

y Services offered can vary from Producer to Producer


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CONTDu

y Precise standards can rarely be set

y Created and consumed simultaneously or nearsimultaneously

y Service Production and Consumption are often inseparable

y Outcome of Service is as important as process of delivery


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MAJOR ISSUES IN MEASURING

SERVICE QUALITY

y Most of the quality measurement is done on the basis of

customer's voice, hence one may or may not get the clear

picture

y Perception about a particular service, facility and ambience

will differ customer to customer.

y Serious examination of feedbacks form is done but customers

dont fill them very seriously


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COMMON MEASUREMENT

TECHNIQUE

SERVICEQUALITY = PERCEIVED SERVICE - EXPECTED SERVICE

(Experiences after the service) (Expectations before the service)

y PERCEIVED SERVICE

Perception of customers about their experiences with services.subjective assessments of actual service experiences.

y EXPECTED SERVICE

Belief about services that function as standards or reference pointsagainst which performance is judged.


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Perceived

Service

Expected Service

CUSTOMER

COMPANY

Customer

Gap

GAP 1

GAP 2

GAP 3

GAP 4

ExternalCommunications to

Customers

Service

Delivery

Customer-Driven ServiceDesigns and Standards

Company Knowledge ofCustomer Expectations

SERVICE QUALITY GAPS

.


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MEASURING SERVICE QUALITY IN

HOTELS


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THE HOTEL INDUSTRY

y Growing at a fast pace due to,

y high economic growth

y increased flow of international tourists

y Increasing need of effective quality management of hotel

industry


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QUALITYMANAGEMENT

(A GENERIC APPROACH)

y Define the quality attributes and variables

y Attributes denote qualitative data and represent discrete values

Eg - presence or absence of an escort to the room from the

receptiony Variables denote quantitative data and are continuous

Eg - price of staying in a room

yMeasurey Critical To Quality (CTQ) characteristics of the process need to

be identified


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CONTDuy Analyze

y attributes and variables need to be measured to find any possiblecauses of defects / low quality service.

y Improvey The influence of the causes of defects / low quality service need to be

quantified

y Control

y the modified process should be made to stay within the acceptablelimits

y emergency handling mechanism should be in place


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INDUSTRY PRACTICES

JAYPEE PALACE

y Hotel Jaypee Palace uses exhaustive 324 question list

y Question are primarily close ended, along with few openended questions

y Questionnaires' are pitched up to the customer at differentpoints of their stay in hotel

y Also further down the service blueprint is used


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CONTDuy These close ended question are pitched to the customers at

various point of their stay in the hotel.

yThan these responses are mapped on the cause and effectdiagram and actions are taken subsequently. Example- food

,laundry services etc.

y Hotel primarily follows star standards strictly.

y Service evaluation meet is done after every four weeks.


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SERVICE BLURPRINTMETHOD

y Various attributes are found out on the basis of serviceblueprint

y They are both qualitative and quantitative in nature (controlcharts are used to monitor quantitative variables)

y Management sets performance standards for services

y They are mostly evaluated through customer feedback


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CONTDuy There are two classifications made,

y Service attributes

y Service variables

y Each attribute and variable can be given weights from 1-10

y Based upon the data obtained a cause and effect diagram is

made followed by a scatter diagram and a process controlchart


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DEFINE ATTRIBUTES

y Arrangements for payment for room service

y The presentation of the service in the guest room

y

Quality of the table-ware used in the provision of room servicey Equipment used in providing room service

y Quality of the food provided through room service

y Size of food portions

y The ability of the waiter to understand your specific needs in usingroom service

y Service etiquette shown by room service staff


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DEFINE VARIABLES

y Price

y Time spent waiting to place an order

y The time spent waiting between ordering and receivingservice

y Hours during which room service is available

y Number of choices included in the menu


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CAUSE AND EFFECT DIAGRAM


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CONTDuy In the above analysis , it is found that it is some cook who makes

continental dishes has maximum complaints

y Further, analysis shows that the cook had less training

y A scatter diagram can then be drawn between the number ofcomplaints vs. the training period of the cooks

y If the scatter diagram confirms a relationship, then a formal model

can be constructed using regression technique

NOTE-A scatter diagram can then be drawn between the number ofcomplaints vs. the training period of the cooks


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SCATTER DIAGRAM


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PROCESS CONTROL CHARTS

y ForVariables

yThe X-bar and R-bar charts are then prepared for the variables.

y For Attributes

y The percent defectives in a service are measured by p charts

and the number of defectives are measured by c charts.


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FINAL OUTCOME

y Analysis of the control charts gives a clear picture of the

problem areas in the service delivery.

y The above mentioned is an example of the procedures

followed at Jaypee Palace based on certain hypothetical data

that has been assumed


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MEASURING SERVICE QUALITY IN

HOSPITALS


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HEALTHCARE INDUSTRY

y Health care industry in India is worth $17 billion

y Anticipated to grow by 13% every year

y The health care industry in India earns revenues accounting

for 5.2% of gross domestic product.


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MAJOR CERTIFICATIONS

Joint Commission International (JCI)

y The Joint Commission on Accreditation of HealthcareOrganizations (JCAHO) formed an international offshoot

known as the Joint Commission International (JCI)

y JCI is the gold standard in global healthcare standards


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Indian Healthcare Federation

y An independent non-statutory body

y IHCF has a membership of around 300 members from acrossIndia

y It is affiliated to the Confederation of Indian Industry (CII)


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INDUSTRY PRACTICES

(APOLLO )

y Dr. Prathap C Reddy, the founder Chairman of Apollo

Hospitals, until the point of inflection happened in 1983

y The Apollo Hospitals group today includes over 8500 beds

across 50 hospitals in India and overseas, neighborhood

diagnostic clinics, an extensive chain of Apollo Pharmacies,

and medical BPO


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SERVICE PRACTICES AT APOLLO

y Receiving of emergency patients has to be done within 5

minutes (from entrance to the operation theatre)

y People belonging to various geographic locations are

provided with interpreters

y Voice of customers the prime tool for measuring servicey The attributes and variables are decided based on the service

blueprint


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MEASUREMENT OF SERVICE

QUALITY

y There is a six sigma certified professional in each department

of Apollo.

y They are using two abstract level model for measuring

service. Quality standards of each department is measured

separately and then they are aggregated to give the

performance of the hospital as a whole.


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THREE LEVEL ABSTRACTMODEL

OVERALL

SERVICE

QUALITY

CREDENCE SERVICE EXPERIENCE


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CONTDu

y All the departments are measured under all these

parameters.

y H

ence giving a better control on the overall measurement ofthe service quality.

y In one level and two level model the focus was on improving

the individual service and there was no focus on improving a

particular aspect of the service(experience, credence,service).

y This model is used by most of the American hospitals.


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FINAL OUTCOMEy Indian hospitals are still in the process of updating their

service offerings

y M

ostly it is the AmericanH

ospitals that is set as benchmark

y Apollo is the only JCI certified hospital in India whereas rest

mostly have in-house standards

y As of now JCI is one amongst the mostly sought after

certification in the Asian region

group 14_service quality

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