Transcript Quality Management Lecture 2.

Quality Management
Lecture 2.
Quality of Services
HIPI principles
• Heterogenity (variability in the quality of
service because services are provided by
people, and people perform inconsistently)
• Intangibility (there is no specimen )
• Perishability (vary in demand can occur
• e difficulty in supply)
• Inseparability (good service can’t be
separated from bad service)
10 quality dimensions of services
• Reliability - service is performed on a high level of standards
again and again, with high accuracy
• Responsiveness - the willingness of employees to provide the
service and how fast the service is provided
• Competence - possession of required skills, and knowledge
• Access - approachability and ease of contact
• Courtesy -comprises politeness, respect, friendliness
• Communication - informing the customers in an
understandable way and listening to them
• Credibility - trustworthiness and honesty
• Security - physical and financial safety
• Understanding the customer - steps to know customer better
• Tangibles - all physical products that are involved in service
delivery
SERVQUAL
• Valid for number of service situation
• Reliable (different readers interpret the
same questions similarly)
• Short
• Standardized procedure
RATER model
• Reliability - service provider perform the promised service
dependably and accurately.
• Assurance – Involves knowledge and courtesy of
employees and their ability to inspire trust and confidence
• Tangibles – equipment, the personnel and communication
materials.
• Empathy – Which is caring, individualized or customized
attention the organization provides its customers
• Responsiveness – willingness to be helpful and prompt in
providing service (waiting time )
It is an efficient model in helping an organization shape up
their efforts in bridging the gap between perceived and
expected service.
Dimension
Question
Tangibles
1-4
Reliability
5-9
Responsiveness
10-13
Assurance
14-17
Empathy
18-22
GAP model
• customers’ requirements are affected by:
–
–
–
–
needs
Earlier experience
Word of mouth
Service provider’s communication
• Expected service  perceived service
quality
GAP MODEL
EXPECTED SERVICE
Influenced by
many factors
GAP 5
Customer
PERCIEVED SERVICE
GAP 4
Service
provider
Service
delivery
GAP 3
Translation of
perceptions into service
quality specifications
GAP 1
GAP 2
Management
perceptions of the
customers expectations
External
communication
s to the
customer
GAP model
• GAP 1 (Knowledge Gap) – the difference between guest’s
expectation and management perceptions of those
expectations, i. e. not knowing what consumer expect
• GAP 2 (Standards Gap) – difference between
managements perceptions of guest’s expectations and
service quality specifications , i.e. improper service quality
standards
• GAP 3 (Delivery Gap) – difference between service quality
specifications and service actually delivered, i.e. the service
performance gap
• GAP 4 (Communication Gap) – difference between
service delivery and the communications to the guests
about service delivery, i.e. whether promises match
delivery?
• GAP 5 (Overall Gap) – the difference between guests
expectation and perceived service.
Improve service quality
• Service Blueprinting – flow chart isolates
potential fail points
• Moments of Truth – fail points, when customers
expect something to happen  define fail-safes
and procedures (welcome customer when enter
the restaurant)
• Poka-Yoke – fail-safes, ensure that certain
errors never occur
– Warning methods (beeper - ATM)
– Physical contact methods (placement of equipments,
goods)
– Visual contact methods (lamps – „On air”, above cash
register)
Blueprinting of shoe-shine process
Standard time:
2 min
Brush shoes
Apply polish
30 sec
30 sec
point
Clean shoes
Collect payment
45 sec
Fail
Seen by
customer
buff
15 sec 1. Identify
Total
accaptable
process
step
time: 5 min
2. Identify fail
Materials
point
(polish, cloth)
3. Establish time
frame
4. Analyze profit
45 sec
Not seen by
customer
Select and
purchase supplies
Services Transaction analysis
• Identifying those transactions, when
customers encounter businessperson, and
evaluating them from the customers’
perspective
– Service process must be selected
– Mystery shoppers walk through the process
– Rate each transaction in the process with
either „+”, „0”, or „-”
Thank you for your attention!