Presentation on theme: "Improving Service Quality and Productivity"— Presentation transcript:
1 Improving Service Quality and Productivity Chapter 14
2 Improving Service Quality The GAP Model is: A Conceptual Tool to Identify and Correct Service Quality Problems
3 The Gaps Model of Service Quality The gaps model is a useful framework for understanding service quality in an organization.It demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.The model shows four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap.It identifies the factors responsible for each of the four provider gaps.
17 Analysis, Reporting and Dissemination of Customer Feedback Choosing the relevant feedback tools and collecting customer feedback is meaningless if the information is not passed back to the relevant parties to take actionReporting system needs to deliver feedback to frontline staff, process owners, branch/department managers and top managementThree types of performance reports:Monthly Service Performance UpdateQuarterly Service Performance ReviewAnnual Service Performance Report
18 Customer-driven ways to Improve Service Productivity Change timing of customer demandBy shifting demand away from peaks, managers can make better use of firm’s productive assets and provide better serviceEncourage use of lower cost channelsGet customers to self-serveEncourage customers to obtain information and buy from firm’s corporate WebsitesAsk customers to use third partiesDelegate delivery of supplementary service elements to intermediary organizations
19 Productivity Improvements and Quality Front-stage productivity enhancements are especially visible in high contact servicesSome improvements only require passive acceptance, while others require customers to change behaviorMust consider impacts on customers and address customer resistance to changesBackstage changes may impact customersKeep track of proposed backstage changes, and prepare customers for them