MOMENTS OF TRUTH IN SERVICE INDUSTRIES

Group 3:

Restaurants
What are the parameters that define the Moments of Truth in restaurants ?

What people think

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

4.58 3.82

4.27 3.8

Quality of food

Ambience Cleanliness Promptness

Staff behaviour

SERVQUAL
Reliability Responsive - ness / Empathy

Tangibles

Responsiveness

Memorable Experiences

Mainland China, Powai I picked up some food for dinner. When I got home & opened the package, I found that they had not packed the wontons I had ordered. When I returned to the restaurant 20 mins later, the manager was already waiting for me. He apologized & gave me not only those wontons, but also a complementary dessert & a Rs. 500 gift card. I was delighted ! Anupam Banerjee, Thane

Caf Coffee Day, Parel I left my phone on the table & went to the counter to place my order. When I returned, my phone was missing. When I asked for the CCTV footage, the staff refused to share it. I called up the Store Manager & the Area Manager several times, but they have stopped responding. Ruchika Shah, Andheri

Wonderful Moments

Because of their sons food allergies, a family vacationing at the Ritz-Carlton, Bali, was always careful to bring their own supply of specialized eggs and milk. However, the food was ruined en route. The Ritz-Carlton manager couldnt find any of the special items in town, but his executive chef recalled that a store in Singapore sold them. The chef contacted his mother-in-law, who lived there, and had her purchase the items, then fly to Bali (about 2.5 hours) to deliver them.

Airlines
COMMUNICATION COMFORT

TIME ADHERENCE
CREW BEHAVIOUR BAGGAGE HANDLING WAITING SERVICES CHECK-IN QUEUES

Airlines

SERVQUAL
Reliability
Assurance

Empathy& Responsiveness!!!

What do you think are the parameters that define the Moment of Truth in Gymnasiums?

What the Primary Survey Says??

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Servqual Analysis

What is missing????

Empathy and Responsiveness 25% said we get personalized attention

Memorable Experience

Had a bad exp when the guard at Talvalkars gym didn't allowed me to enter even though I had a 3 yrs membership with them. He confused my name with some one else. My trainer hadnt come that day and other trainers paid no heed to me. Even the manager was a new one. Eventually when the records were checked they did let me in after apologizing for the goof up, but I left the gym very next day and joined another.

Banks
What do you think are the parameters that define the Moment of Truth in Banks?

Survey results
5

4.64
3.93 4.07 3.15

4.32

4
3 2

1
0 Staff behaviour Waiting Time Ambience Security Simple Process

SERVQUAL
Assurance

Responsiveness

38% of the respondents felt that their bank lacked in empathy

Memorable experience
VS

Quick response required

Molly Katchpole, a 22 year college graduate decided to take matters into her own hands and share her feelings about what she felt was unjust. Molly didn't like the news that Bank of America wanted to charge $5 per month for using their debit card. In fact, Molly felt this was downright wrong - so much so that she started an on-line petition to gain support. She was so successful that the Bank of America Co-Chief Operating Officer, David Darnell took notice. In a matter of days, Molly had acquired enough support online to visit her local branch and show them over 300,000 signatures (while she closed her account) and the numbers only grew from there. The result: the fee was abolished!

Hospitals

Can anyone please share his/her experiences (good or bad) at any hospital or medical facility?

Results : Primary Survey

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Critical aspects of SERVQUAL

70 60 50 40 30 20 10 0

Handling of emergency conditions

Experience of doctors

Infrastructure

US Data on Service Industry

+
NEGATIVE EXPERIENCES ARE LIKELY TO BE REMEMBERED LONGER IN THE HEALTHCARE INDUSTRY

Memorable Experiences
I have been admitted to the Kokilaben Dhirubhai Ambani hospital twice in the past one year. The previous experience was good with no major issues. But the service has deteriorated and the costs of treatment have gone up. The doctors had a casual attitude and despite my condition becoming serious a couple of times, nobody attended my cause. I was told that I will have to wait till the treating doctor came to the hospital and his visits were time bound (between 11 and 6). Akhil Garg Also, I had to wait for 5 hours before they gave me a room at the hospital, despite my critical condition

Quality of Food Time Adherence

Security

1)Running in Matunga Mumbai since 1940 2)Paradise for south Indian Food Lovers 3)Focuses on maintaining high quality food and service inspite of umpteen customers

1)One third of the domestic passengers 2)Managed to fill almost 90% of its seats 3)Maintained its unblemished record of having the best On-Time Performance at 95% SUCCESSSTORIES 1)Largest Private Sector Bank in India

2)CASA ratio of 47.4%

Emergency Handling

Value for money

1)The ambulance is a mobile Critical Care Unit(24X7) provides the patient, care provided similar to well-equipped ICU. 2)Has all the fitments for an emergency unit including a two -way communication system. Allows for continuous contact between the hospital and the mobile care unit.

1)All Modern exercise equipment

2)Personal Trainer,Dietician,Sauna
3)Also licenses products such as fitness equipments & clothing in its name

SUCCESSSTORIES