How can How can We Improve

Service Quality?

Service QUALITYTested at each service encounterTested at each service encounter

PricingInconvenienceService failureService encounter failureResponse to service failureCompetitionEthicsInvoluntary switching

Bad service causes

CUSTOMER SWITCHINGCUSTOMER SWITCHING

Managing Service Delivery

HOW

1

Managing Customer Expectation

Unsuccessful service delivery can be due to

FIVereasons

1

Management Management misunderstandscustomer’s need

2

Management fails to Management fails to transfer its perception about customer needs to service specifications

3

Service is not delivered Service is not delivered according to the specifications

4

Distortion in the Distortion in the external marketing about the service

5

Customer misperceivesCustomer misperceivesthe service quality

Perception of service quality

depends on the expectations aboutabout

what will the firm deliverwhat should the firm deliver

More the “will”AND

lesser the “should”,

Greater is the perception of

service quality

Reliability

ResponsivenessTangibles

AssuranceEmpathy

Areas of action

2

Incorporating self-service technologies

SELF SERVICE AT GAS STATION

AUTOMATED TELLER MACHINE

Increasing number of firms have been incorporating a mix of human and technology interfaces for service technology interfaces for service

delivery

But, the whole is less that sum of its parts

Cost

Complexity

Customer dissatisfactionINCREASED

Successful incorporation of self service technologies requires

Re-engineering of front office to efficiently allocate tasks amongst efficiently allocate tasks amongst

humans & technology

Convincing customers to adopt it

Presentation byDivyasree P K

IIT Madras