How can How can We Improve
Service Quality?
Service QUALITYTested at each service encounterTested at each service encounter
PricingInconvenienceService failureService encounter failureResponse to service failureCompetitionEthicsInvoluntary switching
Bad service causes
CUSTOMER SWITCHINGCUSTOMER SWITCHING
Managing Service Delivery
HOW
1
Managing Customer Expectation
Unsuccessful service delivery can be due to
FIVereasons
1
Management Management misunderstandscustomer’s need
2
Management fails to Management fails to transfer its perception about customer needs to service specifications
3
Service is not delivered Service is not delivered according to the specifications
4
Distortion in the Distortion in the external marketing about the service
5
Customer misperceivesCustomer misperceivesthe service quality
Perception of service quality
depends on the expectations aboutabout
what will the firm deliverwhat should the firm deliver
More the “will”AND
lesser the “should”,
Greater is the perception of
service quality
2
Incorporating self-service technologies
SELF SERVICE AT GAS STATION
Increasing number of firms have been incorporating a mix of human and technology interfaces for service technology interfaces for service
delivery
But, the whole is less that sum of its parts
Cost
Complexity
Customer dissatisfactionINCREASED
Successful incorporation of self service technologies requires
Re-engineering of front office to efficiently allocate tasks amongst efficiently allocate tasks amongst
humans & technology
Convincing customers to adopt it
Presentation byDivyasree P K
IIT Madras