* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Service Quality
Survey
Document related concepts
Service parts pricing wikipedia , lookup
Revenue management wikipedia , lookup
Control chart wikipedia , lookup
Visual merchandising wikipedia , lookup
Marketing strategy wikipedia , lookup
Sensory branding wikipedia , lookup
Sales process engineering wikipedia , lookup
Services marketing wikipedia , lookup
Customer relationship management wikipedia , lookup
Customer experience wikipedia , lookup
Customer satisfaction wikipedia , lookup
Transcript
Chapter 06 Service Quality McGraw-Hill/Irwin Service Management: Operations, Strategy, and Information Technology, 6e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning Objectives Describe and illustrate the five dimensions of service quality. Use the service quality gap model to diagnose quality problems. Illustrate how poka-yoke methods are applied to quality design in services. Perform service quality function deployment. Construct a statistical process control chart. Develop unconditional service guarantees. Discuss the concept of a service recovery. Perform a walk-through audit (WtA) 6-2 Moments of Truth Each customer contact is called a moment of truth. You have the ability to either satisfy or dissatisfy them when you contact them. A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer. 6-3 Dimensions of Service Quality Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day. Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason. 6-4 Dimensions of Service Quality Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. Empathy: Ability to be approachable. Example: being a good listener. Tangibles: Physical facilities and facilitating goods. Example: cleanliness. 6-5 Perceived Service Quality Word of mouth Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles Personal needs Expected service Perceived service Past experience Service Quality Assessment 1. Expectations exceeded ES<PS (Quality surprise) 2. Expectations met ES~PS (Satisfactory quality) 3. Expectations not met ES>PS (Unacceptable quality) 6-6 Service Quality Gap Model Service Quality Gap Model Customer Perceptions Managing the Evidence Customer Satisfaction GAP 5 Customer Expectations Customer / Marketing Research GAP 1 Communication GAP 4 Understanding the Customer Management Perceptions of Customer Expectations Service Delivery Conformance GAP 3 Design GAP 2 Conformance Service Standards Service Design 6-7 Quality Service by Design Quality in the Service Package Budget Hotel example Poka-yoke (fail-safing) Height bar at amusement park Quality Function Deployment House of Quality 6-8 Classification of Service Failures Server Errors Customer Errors Task: Preparation: Doing work incorrectly Treatment: Failure to listen to customer Tangible: Failure to wear clean uniform Failure to bring necessary materials Encounter: Failure to follow system flow Resolution: Failure to signal service failure 6-9 House of Quality Relationships * Strong Medium O Reliability 9 8 Responsiveness 7 3 Assurance 6 5 Empathy 4 Tangibles 2 Capacity Attitude Training Custom er Expectations 9 9 Equipment * * Servic e Elements Im po rta nc e Weak O Informatiion Relati ve O 5 5 3 2 Custom er Perc eptions o Village Volvo + Volvo Dealer 1 7 3 3 4 5 + o o 6 2 2 + + + o + o o + o Com parison with Volvo Dealer o o o _ Weighted score Improvem ent difficulty rank o 127 82 63 102 65 4 5 1 3 2 6-10 Achieving Service Quality Cost of Quality (Juran) Statistical Process Control (Deming) Unconditional Service Guarantee 6-11 Costs of Service Quality (Bank Example) Failure costs External failure: Loss of future business Negative word-of-mouth Liability insurance Legal judgments Interest penalties Detection costs Process control Peer review Supervision Customer comment card Inspection Prevention costs Quality planning Training program Quality audits Data acquisition and analysis Recruitment and selection Supplier evaluation Internal failure: Scrapped forms Rework Recovery: Expedite disruption Labor and materials 6-12 Percentage of ontime flights Control Chart of Departure Delays 100 expected 90 Lower Control Limit 80 70 60 UCL p 3 1998 p(1 p n 1999 LCL p 3 p(1 p n 6-13 Unconditional Service Guarantee: Customer View Unconditional (L.L. Bean) Easy to understand and communicate (Bennigan’s) Meaningful (Domino’s Pizza) Easy to invoke (Cititravel) Easy to collect (Manpower) 6-14 Unconditional Service Guarantee: Management View Focuses on customers (British Airways) Sets clear standards (FedEx) Guarantees feedback (Manpower) Promotes an understanding of the service delivery system (Bug Killer) Builds customer loyalty by making expectations explicit 6-15 Customer Satisfaction All customers want to be satisfied. Customer loyalty is only due to the lack of a better alternative Giving customers some extra value will delight them by exceeding their expectations and insure their return 6-16 Customer Feedback and Word-of-Mouth The average business only hears from 4% of their customers who are dissatisfied with their products or services. Of the 96% who do not bother to complain, 25% of them have serious problems. The 4% complainers are more likely to stay with the supplier than are the 96% non-complainers. About 60% of the complainers would stay as customers if their problem was resolved and 95% would stay if the problem was resolved quickly. A dissatisfied customer will tell between 10 and 20 other people about their problem. A customer who has had a problem resolved by a company will tell about 5 people about their situation. 6-17 Walk-Through-Audit Service delivery system should conform to customer expectations. Customer impression of service influenced by use of all senses. Service managers lose sensitivity due to familiarity. Need detailed service audit from a customer’s perspective. 6-18 Service Recovery Framework Severity Of Failure Perceived Service Quality Psychological -empathy -apology Service Recovery Expectations Patronag e Customer Loyalty Tangible -fair fix -value add Psychological -apology -show interest Follow-up Service Recovery Service Recovery Service Speed of Guarantee ProviderRecovery Aware of Failure Frontline Discretion Loyalty Satisfactio n Retention Tangible Fair -small token Restitutio n Service Failure Occurs Pre-recovery Phase Immediate Recovery Phase Follow-up Phase 6-19 Approaches to Service Recovery Case-by-case addresses each customer’s complaint individually but could lead to perception of unfairness. Systematic response uses a protocol to handle complaints but needs prior identification of critical failure points and continuous updating. Early intervention attempts to fix problem before the customer is affected. Substitute service allows rival firm to provide service but could lead to loss of customer. 6-20