Sei sulla pagina 1di 13

SERVICE QUALITY

SERVICE
Customer: all actions and reactions
that customers perceived they
have purchased
Provider: performance for the
customer by the organisation and
its staff
a service is a time-perishable,
intangible experience performed
for a customer acting in the role of
co-producer
= Service is experience for the
guest and performance for the
server
Characteristics of service
Intangibility
- cannot be handled, smelled, tasted,
heard, touch, non-physical
Inseparability
- presence of customer during service
delivery (part of the service experience)
Perishability
- Unable to store
Heterogeneity
- Lack of customization
Service Transactions
v Electronic-mechanical
- Mechanical methods to serve guest
needs. E.g. vending machine, automated
check-in/out, automatic wake up call
v Indirect personal
- Use gadget for medium of service. E.g.
telephone, e-mails
v Face-to-Face
Personal contact and dealing with customer
Service Quality
Concepts
Two school of thoughts
1. Nordic/Scandinavian
2. American
1. Nordic/Scandinavian

Total Quality

Image
(Corporate / Local)

Technical Quality Functional quality


of the outcome of the process
What? How?

Gronroos’s two service quality model (source:


Williams and Buswell, 2003)
The total perceived quality model.
(Source: Williams and Buswell, 2003)

Expected Total
Total
Quality Quality
Perceived
Quality Image


Marketing Technical Functiona
Communication quality l quality

Image What? How?

Word-of-mouth

Customer Needs
2. The American School

- The foundations could be traced from


the works by the early quality gurus, i.e.
Deming, Juran, Shewhart, Crosby.

- Believes in standardization practice


for service (as in manufacturing) but
needs refinement
- Service standard provides clear job
instructions, convey a sense of priority
and provide benchmarking for
performance judgements.

- Applications of this approach -


‘blueprinting’ has proven successful in
many American hotels and fast food
chains.
In general, service quality works
within the American school can be
traced back to the study by Zeithml,
Parasuraman and Berry (1985)
Introduced 5 dimensions of
SERVQUAL.
5 dimensions ofSERVQUAL:

Ø Tangibles: The appearance of physical


facilities, equipment, personnel and
communication materials

Ø Reliability. The ability to perform the


promised service dependently and
accurately.
Ø Responsiveness. The willingness to help
customers and to provide prompt service.

Ø Assurance. The knowledge and courtesy of


employees and their ability to convey trust
and confidence.

Ø Empathy. The provision of caring,


individualised attention to customers
Developing Quality Standard
v Develop quality statements
Statements to indicate procedures
to follow/adhere: “benchmark”
Example?
v Implements
Ensure implementation
v Evaluate
Follow up and evaluation

Potrebbero piacerti anche