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Service Quality Chapter 6
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Dimensions of Service Quality Reliability Responsiveness Assurance Empathy Tangibles
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Reliability Service is accomplished: On time In the same manner (consistently) Without errors
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Responsiveness Willingness of employees to help customers and to provide prompt service
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Assurance Knowledge and courtesy of employee Ability of the employee to convey trust and confidence
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Empathy Provision of caring and individualized attention to the customer
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Tangibles Appearance of the physical facility Appearance of employees Appearance of communication materials
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Service Quality For services, the assessment of quality is made during the service delivery process. Customer satisfaction can be measured as the difference between the customer’s service expectation and the service actually received.
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Gaps in Service Quality Measuring the gap between expected service and perceived service is a routine customer feedback process practiced by many companies
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Service Quality Gap Model
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SERVQUAL Instrument Developed by Uttarayan Bagchi at University of Texas at Austin Measures the five dimensions of service quality How it works: Customer expectations are measured Customer perceptions are measured Difference is calculated
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Designing Quality into A Service Taguchi Methods Poka-Yoke (Failsafing) Quality Function deployment Benchmarking
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Walk-Through Audit (WtA) A process-oriented survey given to customers and managers to evaluate the perception of the customer service experience
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Identifying GAPS with WtA
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Achieving Service Quality Cost of Quality Service Process Control Statistical Process Control Unconditional Service Guarantee
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Cost of Quality Insuring quality in a service delivery system may seem costly, but it is more costly to ignore quality Prevention of poor quality is less costly than fixing problems that result because of poor quality
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Service Process Control To control service quality, a feedback control system is used A standard is developed Service delivery is compared to the standard Deviations from the standard are analyzed and improvements in service delivery are made
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Statistical Process Control See handout
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Unconditional Service Guarantee Unconditional Easy to understand and communicate Meaningful Easy to invoke Easy to collect
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Service Recovery Case-by-case approach Systematic-response approach Early intervention approach Substitute service recovery
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