Service Quality &

Customer
Satisfaction
Right attitude
to customer, to service

Zhu Ronghui
August, 2008

1 MCCI Care Zhu Ronghui

 Reza sent roses
to Maryam for her
Are you sure Maryam will be happy?
What could possibly annoy in Khanoom?
• What if Maryam
believe 6 roes will
bring her good luck?
• What if the rose is
not as freshi as last
year?
• What if roses from
Ali is bozoghe?
• What if Maryam
received the roles 2
days after birthday?
• The guy sent her
roles with rage
•…
2 MCCI Care Zhu Ronghui
birthday
• Customer is the
most important
person
• They are not
depend on us, rather
we depend on them
• They are never an
interruption to work,
rather they are the
purpose
• They are not
someone to argue
with because no one
can win an argument
with them
 Reza should know the
characteristics of service
More difficult to achieve
(than in goods), intangible, it A bad service quality does
is difficult to determine and not necessarily cost less
enforce standards than the superior service
quality

Service quality
is more a
function of
attitude than
technology,
i.e., people
make quality
and not
technology or
machine, there
is a need to
overcome the
Quality of employee is inseparable from myth that
the quality of service provided; Personnel technology
(employee) behaviour is integral part of equals benefits
service, I.e., willingness & ability (skill) to
serve, language, dress, communication,
etc. matter
3 MCCI Care Zhu Ronghui
 Customer satisfaction

• I’m not happy !! You even don’t

know my expectation.
• Bad nist, I got 6 roses anyway
• Ahe, 8 roes !! Today is my day
khoda!

Customer satisfaction = perceptions-expectations

Good service is giving customers a LITTLE

MORE
than what they expected

4 MCCI Care Zhu Ronghui

 Service quality
Service Quality= Technical quality + Functional quality
What is received How is it received

• Customer expectation tells • Expectations play crucial

what to deliver to meet his role, and derived from
needs. personal experience,
depend more on his
• Customers’ perceptions of style than technology or
service tell how to sell, serve system
and satisfy (user behavior, • Perception is a conscious
attitude, preferences, etc., thought process. It consists
studies). of (1) sensory perception
(2) association (3)
evaluation & (4)
decision

• Overall post purchase evaluation lead to

satisfaction/ dissatisfaction
•Satisfying a person differs from satisfying a need;
Long term total customer satisfaction is the aim

5 MCCI Care Zhu Ronghui

 How customer judge service quality
1. performservices right the first time
Reliability—Ability to
perform the promised 2. complete actions by the time promised
service dependably and 3. be dependable
accurately.
Responsiveness— 4. be reachable anytime, any way
Willingness to help 5. never be too busy to respond to requests
customer and provide 6. explain exactly when and howyou will be helped
prompt service.
Tangibles—Physical 7. have up-to-date equipment and technology
facilities, equipment,
technology, and 8. have visually appealing facilities
appearance of 9. have appropriate-appearing personnel
personnel
Assurance— 10. understand your specific issues and needs
Knowledge and 11. be consistently courteous
courtesy of employees 12. instill confidence via their behaviors
and their ability to
convey trust and 13. showa sincere interest in your problems
confidence.
14. give you individual attention
Empathy—Caring, 15. have your best interest at heart
individualized attention
the firm provides its
customer
6 MCCI Care Zhu Ronghui
 How’s our services
5.0 Expectation
Perception
4.6

4.2

3.8

3.4

3.0

Responsiveness

Assurance
Reliability

Tangibles

Empathy
Survey was done to MCCI TS last week, 5 key
customer involved.

7 MCCI Care Zhu Ronghui

 The Gaps
1. perform services right the first time
0.5
15. have your best interest at heart 2. complete actions by the time promised

0
14. give you individual attention 3. be dependable
-0.5

-1
13. show a sincere interest in your problems 4. be reachable anytime, any way

-1.5

-2
12. instill confidence via their behaviors 5. never be too busy to respond to requests

11. be consistently courteous 6. explain exactly when and how you will be helped

10. understand your specific issues and needs 7. have up-to-date equipment and technology

9. have appropriate-appearing personnel 8. have visually appealing facilities

8 MCCI Care Zhu Ronghui

 Improve service quality- Reliable
1. perform services 2. complete actions by 3. be dependable
right the first time the time promised

Plan! Plan! Plan!

Fail to plan is plan to fail.

9 MCCI Care Zhu Ronghui

Improve service quality-Positive attitude
Attitude is the way we look at things. The foundation of our
success is positive Attitude.
 Always be positive and enthusiastic
 Smile, be friendly and positive
 Try to meet a customer’s reasonable request
 Customer doesn’t care if we are having a bad day
 Let’s try to leave our problems at home
Positive  Customers expect to get what they pay for
 Our good attitude will make work enjoyable for
Negative ourselves and our customers
 What is talked is more important than who talked
 Complaint gives us another chance to improve
our service

10 MCCI Care Zhu Ronghui

 Improve service quality-Manage
ourselves
We are hum beings, there always room for development
 Do not return anger for anger
 Avoid fuelling the anger
 Keep control of the situation
 Be quiet and listen
 Don’t make excuses
 Recognize the customer’s feelings
 Solve problem
 Apologize whenever required

11 MCCI Care Zhu Ronghui

 Improve service quality-Customer
orientated

He had plenty of reasons to say “NO”, but he didn’t.

Mr. Honarpajooh Houshyar , win the “Customer
Appreciated Engineer of 1H 2008”

12 MCCI Care Zhu Ronghui

Conclusion

Customer satisfaction = perceptions-

expectations
Service Quality= Technical quality +
Functional quality
Service Quality is a PERCEPTION of customer

The foundation of our success is positive

Attitude

13 MCCI Care Zhu Ronghui