Date post: | 17-Dec-2015 |
Category: |
Documents |
Upload: | george-burke |
View: | 214 times |
Download: | 0 times |
SJSU Bus. 142 - David Bentley 1
Week 10 - Designing Quality Service (Ch.8)
Service vs. Manufacturing, Customer wants, SERVQUAL,
Customer benefits, Globalization, Supply chain in service operations
SJSU Bus. 142 - David Bentley 2
Topics – (1)
Differences between services and manufacturing
What do services customers want?SERVQUALDesigning and improving the services transaction
The customer benefits package
SJSU Bus. 142 - David Bentley 3
Topics – (2)
Globalization of Services Improving Customer Service in
Government Quality in Health Care A Theory for Service Quality
Management
SJSU Bus. 142 - David Bentley 4
Manufacturing vs. “Service”
Factor Manufacturing
Service
Output Tangible Intangible
Customer interaction
Limited Fairly high
Labor content Fairly Low Fairly high
Input uniformity High Low
Output uniformity High Low
Productivity measure
Easy Difficult
Quality improvement
Fairly easy Difficult
SJSU Bus. 142 - David Bentley 5
Employment by Economic Sector Adapted from: Metters, Service Operations Management,
2003
1800 1850 1900 1950 2000
Extraction
83% 60%
45% 10% 3%
Manufacturing
7% 15% 25% 35% 15%
Service 10%
20% 30% 55% 80%
SJSU Bus. 142 - David Bentley 6
Key Differences
Many service attributes are intangible. Customer contact Customer co-production Internal versus external services Voluntary versus involuntary services
SJSU Bus. 142 - David Bentley 7
Quality Issue Differences
How are service quality issues different from those of manufacturing?
In manufacturing, dimensions are available for measurement
In services, such measurable dimensions are often unavailable
Simultaneous production and consumption means you have to get it right the first time
Product liability
SJSU Bus. 142 - David Bentley 8
Similarity of Quality Issues
How are service quality issues similar to those of manufacturing?
For both, the customer is the core of the business
By focusing on the customer many manufacturers and services firms have come to view themselves as service providers
SJSU Bus. 142 - David Bentley 9
Dimensions of Quality (Service) (Parasuraman, Zeithamel, and Berry)
Tangibles Service
Reliability Responsiveness Assurance Empathy
What do customers want?
Availability Professionalism Timeliness Completeness Pleasantness
SJSU Bus. 142 - David Bentley 10
SERVQUAL An off-the-shelf approach that can be
used in many service situations Developed for assessing quality along
the first five service quality dimensions. Standardized, reliable, simple tool Two parts (assess the gap between the
two) Customer expectations Customer perceptions
SJSU Bus. 142 - David Bentley 11
SERVQUAL Survey The SERVQUAL survey has 22
questions:
Tangibles – Questions 1 – 4 Reliability – Questions 5 – 9 Responsiveness – Questions 10 – 13 Assurance – Questions 14 – 17 Empathy – Questions 18 – 22
Gap Analysis (see Fig. 8-4)
The SERVQUAL survey is useful for gap analysis
Gaps in communication and understanding between the provider employees and the customer have a serious effect on customer perceptions of quality
SJSU Bus. 142 - David Bentley 12
SJSU Bus. 142 - David Bentley 13
Gaps Gap 1: Management perceptions of
customer exceptions and expected service Gap 2: Service quality specifications and
managers perceptions of customer expectations
Gap 3: Service delivery and service quality expectations
Gap 4: Service delivery and external communications to customers
GAP 5: Expected service and perceived service
Key is to close gaps 1-4 first
SJSU Bus. 142 - David Bentley 14
Map of Strengths & Weaknesses (Example 8.1)
The SERVQUAL survey is useful for gap analysis
By averaging the difference between perception and expectation a two dimensional map can be created identifying strengths and weaknesses
Designing and improving the services transaction
One way to improve perceptions of quality is
… Improve the process of delivery through:
Blueprinting Moment of truth concept Poka-yoke
SJSU Bus. 142 - David Bentley 15
SJSU Bus. 142 - David Bentley 16
Services Blueprinting
1. Identify processes2. Isolate fail points3. Establish a time frame4. Analyze profits
SJSU Bus. 142 - David Bentley 17
“Moments of Truth”
Fail Points .. Moments of truth.
These are times at which the customer expects something to happen.
SJSU Bus. 142 - David Bentley 18
Poka-Yoke Also known as mistake-proofing
or fail-safing Fail safe device classification
Warning methods Physical contact methods Visual contact methods
SJSU Bus. 142 - David Bentley 19
Poka-Yoke
Fail safe devices – “The Three T’s”1. Tasks to be performed2. Treatment provided to customer3. Tangibles provided to customer
SJSU Bus. 142 - David Bentley 20
Poka-Yoke(Mistake-Proofing)
Developed by Shigeo Shingo An approach for mistake-proofing
processes using automatic devices or methods to avoid simple human or machine error, such as forgetfulness, misunderstanding, errors in identification, lack of experience, absentmindedness, delays, or malfunctions
SJSU Bus. 142 - David Bentley 21
Poka-Yoke Examples (from John Grout’s Poka-Yoke Page)(refer to www.campbell.berry.edu/pokayoke) mod. 09/15/02 DAB
SJSU Bus. 142 - David Bentley 22
Customer Benefits Package
Definition: Tangibles that define the service Intangibles that make up the service
Four stages1. Idea/concept generation2. The definition of a service package3. Process definition and selection4. Facilities requirements definition
SJSU Bus. 142 - David Bentley 23
Customer Benefits Package
Objectives Make sure the final CBP attributes you
are using are the correct ones Evaluate the relative importance of each
attribute in the customers mind Evaluate each attribute in terms of
process and service encounter capability Figure out how to best segment the
market and position CBPs in each market Avoid CBP duplication and proliferation
SJSU Bus. 142 - David Bentley 24
The Globalization of Services
Economies in Europe and Asia are following the lead of the United States by transferring labor and GDP into the services sector
SJSU Bus. 142 - David Bentley 25
Improving Customer Service in Government
By1998 the federal government had established a searchable list of 4,000 customer service standards for 570 federal departments and agencies
By 2002 - 41 states had established quality award programs
SJSU Bus. 142 - David Bentley 26
Change driven by…
People want and desire to do good work Quality management is associated with
improved employee satisfaction Government leaders are mandating
standards, strategic plans and new levels of performance
Demand for government services is growing at a faster rate than funding for them
Threat of privation in government has led to an improvement in service
SJSU Bus. 142 - David Bentley 27
Quality in Health Care Health care is facing the same “cost
squeeze that government is facing A move to HMOs is causing hospitals
to streamline operations There is increased diversity in
health care Calls for a nationalized health care
system
SJSU Bus. 142 - David Bentley 28
A Theory for Service Quality Management
(Sampson)
4 Propositions: Unified services theory The unreliable supplier dilemma Capricious Labor Everyone presumes to be an expert