Total Quality Management

Service Quality

Service Quality
Difference between customer expectations of service and perceived service Most common method for measuring service quality - SERVQUAL approach

Model of Service Quality Gaps

Expected Service
Gap 5Perceived

Customer Company
Gap 1 Gap 3

Service

Service delivery

Gap 4

External communications to customers

Gap 2

Translation of perceptions into service quality specifications

Management perceptions of consumer expectations

Knowledge Gap
Expected Service

Customer Company
Gap 1

Gap 1: Not knowing what customers expect

Management perceptions of consumer expectations

Standards Gap
Gap 2: Not having the right service designs and standards Customer Company

Gap 2

Translation of perceptions into service quality specifications

Management perceptions of consumer expectations

Delivery Gap
Gap 3: Not delivering to service standards Customer Company
Gap 3

Service delivery

Translation of perceptions into service quality specifications

Communication Gap
Gap 4: Not matching performance to promises Customer Company
Gap 4

Service delivery

External communications to customers

Customer Gap
Expected Service
Gap 5Perceived

Customer Company

Service

Gap 5: Difference between customer expectations and perceptions

Closing the Gaps

Expected Service
Gap 5Perceived

Customer Company
Gap 1 Gap 3

Service

Service delivery

Gap 4

External communications to customers

Gap 2

Translation of perceptions into service quality specifications

Management perceptions of consumer expectations

Closing Gap 1: Learn what customers expect

Use research, complaint analysis, customer panels Increase direct interactions between managers and customers

Closing Gap 2: Establish the right service quality standards

Top management commitment to providing service quality Set, communicate, and reinforce customeroriented service standards Establish challenging and realistic service quality goals Train managers to be service quality leaders Be receptive to new ways to deliver service quality Standardise repetitive tasks Prioritise tasks Measure performance of service standards and provide regular feedback

Closing Gap 3: Ensure that service performance meets standards

Attract the best employees Select the right employees Develop and support employees

Closing Gap 4: Ensure that service delivery matches promises

Seek input from operations personnel on what can be done Seek input from employees on advertising In advertising, focus on service characteristics that are important to customers Tiered service options Offer different levels of service - user pays

Dimensions of SERVQUAL
Tangibles

Empathy

Reliability

Service Quality

Assurance

Responsiveness