service quality(ranit kundu)

8/6/2019 Service Quality(Ranit Kundu)

1/12


2/12

Meaning ofMeaning of

Service QualityService Quality

Quality must be defined simply

and unambiguously asConformance to requirements if

we are to ever improve our

delivery capability and consistently

satisfy and delight our customers.

A service can be thought of as

the persistent availability of adelivery capability which may be

leveraged via transactional

exchanges or subscription that

may or may not result in

physical deliverables and/ortangible and intangible benefits

to the entity utilizing the service.

Service Quality


3/12

What is Service QualityWhat is Service Quality

Service quality refers to a number of inter-relatedService quality refers to a number of inter-relatedfactors including the way in which individuals arefactors including the way in which individuals aretreated by providers, the scope of services andtreated by providers, the scope of services andcontraceptives available to clients, the quality of thecontraceptives available to clients, the quality of the

information provided to the clients and quality of theinformation provided to the clients and quality of thecounseling skills, the promotion of individual choice,counseling skills, the promotion of individual choice,the technical competence of providers, and thethe technical competence of providers, and theaccessibility and continuity of services.accessibility and continuity of services.

Service quality assessments are formed on judgments of:Service quality assessments are formed on judgments of: outcome qualityoutcome quality

interaction qualityinteraction quality

physical environment qualityphysical environment quality


4/12

Dimensions of ServiceDimensions of Service

QualityQuality

ReliabilityReliability

: The ability to perform the promised service dependably and: The ability to perform the promised service dependably andaccurately.accurately.

Example: receive mail at same time each day.Example: receive mail at same time each day.

AssuranceAssurance: The knowledge and courtesy of employees and their ability to: The knowledge and courtesy of employees and their ability to

convey trust and confidence.convey trust and confidence.Example: Insurance, medical services, etc.Example: Insurance, medical services, etc.

TangiblesTang

ibles: The appearance of physical facilities, equipment, personnel: The appearance of physical facilities, equipment, personneland communication materials.and communication materials.

Example: foodExample: food

EmpathyEmp

athy: The provision of caring, individualized attention to customers.: The provision of caring, individualized attention to customers.

Example: being a good listener.Example: being a good listener.

ResponsivenessResp

onsiveness: The willingness to help customers and to provide: The willingness to help customers and to provideprompt service.prompt service.

Example: avoid keeping customers waiting for noExample: avoid keeping customers waiting for no

apparent reason.apparent reason.


5/12

What is SERVQUALWhat is SERVQUALSERVQUALis basically gap analysis instrument. It provides a

technology for measuring and managing service quality (SQ). It isisfounded on the view that the customers assessment of SQ isfounded on the view that the customers assessment of SQ isparamount. This assessment is conceptualized as a gap betweenparamount. This assessment is conceptualized as a gap betweenwhat the customer expects by way of SQ from a class of servicewhat the customer expects by way of SQ from a class of serviceproviders (say, all opticians), and their evaluations of theproviders (say, all opticians), and their evaluations of the

performance of a particular service provider .SQ is presented as aperformance of a particular service provider .SQ is presented as amultidimensional construct. In their original formulationmultidimensional construct. In their original formulationParasuraman (1985) identified ten components of SQ:Parasuraman (1985) identified ten components of SQ:

(1) reliability;(1) reliability;

(2) responsiveness;(2) responsiveness;

(3) competence;(3) competence;(4) access;(4) access;

(5) courtesy;(5) courtesy;

(6) communication;(6) communication;

(7) credibility;(7) credibility;

(8) security;(8) security;

(9) understanding/knowing the customer;(9) understanding/knowing the customer;(10) tangibles.(10) tangibles.


6/12

Explain componentsExplain components

1)1) ReliabilityReliability

involves consistency of performance and dependability. It alsoinvolves consistency of performance and dependability. It alsomeans that the firm performs the service right first time and honors itsmeans that the firm performs the service right first time and honors its

promises. Specifically, it may involve:promises. Specifically, it may involve:

accuracy in billing;accuracy in billing;

performing the service at the designated time.performing the service at the designated time.

(2)(2) Responsiveness :Resp

onsiveness : It concernsIt concerns the willingness or readiness of employeesthe willingness or readiness of employees

to provide service. It may involve:to provide service. It may involve:

mailing a transaction slip immediately;mailing a transaction slip immediately;

calling the customer back quickly;calling the customer back quickly;

giving prompt service (e.g. setting up appointments quickly).giving prompt service (e.g. setting up appointments quickly).

(3)(3) CompetenceComp

etence means possession of the required skills and knowledge tomeans possession of the required skills and knowledge to

perform theperform the

service. It involves:service. It involves:

knowledge and skill of the contact personnel;knowledge and skill of the contact personnel;

knowledge and skill of operational support personnel;knowledge and skill of operational support personnel;

research capability of the organization.research capability of the organization.


7/12

Continued.Continued.

(4)(4)AccessAccess involves approachability and ease of contactinvolves approachability and ease of contact

(5)(5) CourtesyCourtesy involves politeness, respect, consideration, and friendliness ofinvolves politeness, respect, consideration, and friendliness ofcontact personnel (including receptionists, telephone operators, etc.). Itcontact personnel (including receptionists, telephone operators, etc.). Itincludes:includes:

consideration for the consumers property;consideration for the consumers property; clean and neat appearance of public contact personnel.clean and neat appearance of public contact personnel.

(6)(6) CommunicationCommunicationmeans keeping customers informed in language they canmeans keeping customers informed in language they canunderstand, and listening to them. It may mean that the company has to adjustunderstand, and listening to them. It may mean that the company has to adjustits language for different customers. It may involve:its language for different customers. It may involve:

explaining the service itself and how much the service will cost;explaining the service itself and how much the service will cost; explaining the trade-offs between service and cost;explaining the trade-offs between service and cost; assuring the consumer that a problem will be handled.assuring the consumer that a problem will be handled.

(7)(7) CredibilityCredibilityinvolves trustworthiness, believability, honesty. It involves havinginvolves trustworthiness, believability, honesty. It involves havingthe customers best interests at heart. Contributing to credibility are:the customers best interests at heart. Contributing to credibility are:

company name and reputation;company name and reputation; personal characteristics of the contact personnel;personal characteristics of the contact personnel; the degree of hard sell involved in interactions with the customer.the degree of hard sell involved in interactions with the customer.


8/12

Continued..Continued..

(8)(8) SecuritySecurityis the freedom from danger, risk, or doubt. It mayis the freedom from danger, risk, or doubt. It mayinvolve:involve:

physical safety;physical safety; financial security and confidentiality.financial security and confidentiality.

(9)(9) Understanding/knowing the customerUnderstanding/knowing the customerinvolves makinginvolves makingthe effort to understand thethe effort to understand the

customers needs. It involves:customers needs. It involves: learning the customers specific requirements;learning the customers specific requirements; providing individualized attention.providing individualized attention.

(10)(10) TangiblesTangiblesinclude the physical evidence of the service:include the physical evidence of the service: physical facilities and appearance of personnel;physical facilities and appearance of personnel; tools or equipment used to provide the service;tools or equipment used to provide the service; physical representations of the service, such as aphysical representations of the service, such as a

plastic credit card.plastic credit card.


9/12

SERVICE GAPSERVICE GAP Service gap is the difference between what customerService gap is the difference between what customer

expected and what they perceive was delivered.expected and what they perceive was delivered.

The Gap model helps a marketer to locate service failure,The Gap model helps a marketer to locate service failure,

isolated them, measure their intensity and attemptisolated them, measure their intensity and attempt

service recoveries.service recoveries. These are the Service gap:These are the Service gap:

1. Knowledge gap1. Knowledge gap

2. The standards gap2. The standards gap

3. The delivery gap3. The delivery gap

4. The internal gap4. The internal gap

5. The perception gap5. The perception gap

6. The interpretation gap6. The interpretation gap

7. The service gap7. The service gap


10/12

Types of service gapTypes of service gap

1.1.Knowledge gapKnowledge gap: Difference between what service provider: Difference between what service provider

believe customer expect and customer actual needs andbelieve customer expect and customer actual needs and

expectation.expectation.

2.2.The standards gapThe standards gap: Difference between managements: Difference between managements

perception of customer expectation and the qualityperception of customer expectation and the quality

standards established for service delivery.standards established for service delivery.

3.3.The Delivery gapThe Delivery gap: Difference between specified delivery: Difference between specified deliverystandards and the service providers actual performance onstandards and the service providers actual performance on

these standards.these standards.


11/12

Types of service gapTypes of service gap

4.4.The internal communication gapThe internal communication gap: Difference between what the: Difference between what thecompany's advertising and sales personnel think are the productcompany's advertising and sales personnel think are the products features, performance and service quality level and what thes features, performance and service quality level and what thecompany is actually able to deliver.company is actually able to deliver.

5.5.The perceptions gap:The perceptions gap: difference between what is, in fact,difference between what is, in fact,

delivered and what customer perceive they have receiveddelivered and what customer perceive they have received(because they are unable to accurately evaluate service quality)(because they are unable to accurately evaluate service quality)

6.6.The interpretation gapThe interpretation gap: Difference between what a service: Difference between what a serviceproviders communication efforts (in advance of serviceproviders communication efforts (in advance of servicedelivery) promise and what a customer thinks was promised bydelivery) promise and what a customer thinks was promised bythese communications.these communications.

7.7.The service gap:The service gap: Difference between what customers expectDifference between what customers expectto receive and their perceptions of the service that is delivered.to receive and their perceptions of the service that is delivered.


12/12

Thank You

service quality(ranit kundu)

Documents