opsm 405 service management class 5: introduction to service quality chapter 8 koç university...
TRANSCRIPT
OPSM 405 Service Management
Class 5:Introduction to Service QualityChapter 8
Koç University
Zeynep [email protected]
Defining Service Quality Specifications
– Company: Standard operating procedures
– Customer: Personal expectations
Misalignment of company and customer specifications can lead to dissatisfaction, even if the service is delivered as designed
Customer assesment of service quality:
The SERVQUAL modelDimensions of service quality
• tangibles• reliability• responsiveness• competence• courtesy• credibility• security• access• communication• understanding the customer
Perceivedservice quality
expected service
perceived service
word of mouth personal needs past experienceexternal communication
The customer gap
Expected service
Perceived service
Search-experience-credence properties
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Stages in consumer decision making
Need recognition: customer has a need to fulfill or problem to solve
Information search: customer seeks out information to satisfy need
Evaluation of alternatives: selects a subset of alternatives and evaluates them
Purchase: chooses brand and buys Purchase outcome: customer evaluates choice
made and decides whether it meets expectations
Information search for services
Typically personal sources are used: – mostly due to experience type qualities
of services– Also because many services are local– Not much advertising
Postpurchase information seeking is more common
More perceived risk in purchasing services
Evaluation of alternatives for services
A much smaller evoked set typically– Competing services not displayed
together as in supermarkets for example
– Firms offering the exact same service in same locality is less common
– Difficulty of obtaining sufficient purchasing information
An important contender is self-service
Service purchase and consumption
Mood and emotion matters– Mood and emotions may influence
customer behavior– Mood and emotion bias the way
customers judge service encounters– Moods and emotion may affect the
way information is absorbed and retrieved
Postpurchase evaluation for services
Dissatisfaction may be attributed to ones self more; service customers complain less
Innovations diffuse less– Intangible so features can’t be displayed– They are typically unique to buyer so hard to
generalize– Can’t test on a limited basis-can’t be sampled– New service may require behavior change
which is hard to do Service consumers tend to be more brand loyal
Customer assesment of service quality
Dimensions of service quality
• tangibles• reliability• responsiveness• competence• courtesy• credibility• security• access• communication• understanding the customer
Perceivedservice quality
expected service
perceived service
word of mouth personal needs past experienceexternal communication
Customer expectation levels
High
Low
Ideal expectations: everyone says this restaurant is the bestin town and I want to go there for my anniversary
Normative should expectations: it is expensive but it should be good
Experience based norms: Most times this restaurant is quite good
Acceptable expectations: I expect the restaurant to be adequate
Minimum tolerable expectations: I expect terrible service since theprice is very low
Zone of tolerance
Desired service
Adequate service
Zone oftolerance
Two important facts
Different customers have different zones of tolerance
Zones of tolerance differ by importance attributed to service dimension
Important questions to contemplate
Should providers underpromise? Should companies try to delight? Do customer expectation escalate?
Customer perceptions
Interaction quality+physical environment quality+outcome quality => service quality
Service quality+product quality+price => customer satisfaction
Perceived service quality is a component of customer satisfaction
The five dimensions of service quality
tangibles: how do I look?
reliability: am I keeping promises?
responsiveness: am I prompt and willing?
assurance: am I capable, polite, and credible?
empathy: do I care? Do I individualize?
Examples of five service quality dimensions
Reliability Responsiveness
Assurance Empathy Tangibles
Medical care
Appointments on schedule; accurate diagnoses
Accessible, no waiting, willingness to listen
Knowledge, skills, credentials, reputation
Acknowledges patient as a person, remembers previous problems
Waiting room, exam room, equipment, written materials
Airline Flights on time as announced in schedule
Prompt and speedy system fro ticketing, in-flight bagagge handling
Trusted name, good safety record, competent employees
Understands and anticipates customer needs
Aircraft, ticketing counters, baggage area, uniforms
Recall: service encounters as foundations of service quality
Series of episodes Simple or complex Affects consumer body, mind, emotions Focus on consumer, service provider,
physical evidence in designing
Sources of pleasure displeasure in service encounters
Recovery: how employees respond to service failure
Adaptability: employee response to customer needs and requests
Spontaneity: unprompted and unsolicited employee actions
Coping: employee response to problem customers
General service behaviors: Dos and Don’ts
Recovery: acknowledge problem, explain cause, apologize, compensate/upgrade, lay out options, take responsibility
Ignore customer, blame customer, leave customer to fend for herself, downgrade, act as if nothing is wrong
General service behaviors: Dos and Don’ts
Adaptability: recognize the seriosness of the need, acknowledge, anticipate, attempt to accommodate, adjust the system, explain rules and policies, take responsibility
Ignore, promise but fail to follow through, show unwillingness to try, embarrass the customer, laugh at the customer, avoid responsibility
General service behaviors: Dos and Don’ts
Spontaneity: take time, be attentive, anticiapte needs, listen, provide information, show empathy
Exhibit impatience, ignore, yell, laugh, or swear, steal from customers, discriminate
General service behaviors: Dos and Don’ts
Coping: listen, try to accommodate, explain, let go of the customer
Take customer dissatisfaction personally, let customer dissatisfaction affect others