How can we improve service quality?

Shubham GoswamiJadavpur University

Service performance is judged in every encounter

Customers compare the perceived service with the expected service

If the perceived service is below par, then customers are disappointed

Managing Customer Expectations

The 5 gaps that cause unsuccessful delivery

Gap between consumer expectation and management perception

Gap between management perception and service quality specifications

Gap between service quality specifications and service delivery

Gap between service delivery and external communications

Gap between perceived service and expected service

The 5 determinants of service quality

Reliability

The ability to perform the promised service dependably and accurately

Responsiveness

Willingness to help customers and provide prompt service

Assurance

The knowledge and courtesy of employees and their ability to convey trust and confidence

Empathy

The provision of caring, individualized attention to customers

Tangibles

The appearance of physical facilities, equipment, personnel and communication materials

IncorporatingSelf-Service Technologies

Many person-to-person interactions are being replaced by self -service technologies (SSTs)

There is a need to successfully integrate technology into the workforce

This requires a comprehensive re-engineering of the front office to identify what people do best, what machines do best and how to deploy them safely and together

Summary

Superior service delivery requires managing customer expectations and incorporating self-service technologies

Customer’s expectations play a critical role in their service experiences and evaluations

Companies must manage service quality by understanding the effects of each service encounter

Disclaimer

Created byShubham Goswami, Jadavpur University, during a marketing internship byProf. Sameer Mathur, IIM Lucknow(see www.IIMInternship.com)