OM 2
have several unique characteristics that make them different from products
Services
Can't be separated from service providers
lnseparability
A service cannot be touched
Intangibility
Can't be stored for later sale or use
Perishability
The quality of service may vary from one service provider to another
Heterogeneity
remains with the service provider
Ownership
SOME OF THE MOST ACCEPTED CHARACTERISTICS ARE:
Perishability
Intangibility
Heterogeneity
lnseparability
ownership
who derived the service matrix
ROGER SCHMENNER 1986
service matrix
can be helpful when investigating the strategic changes in service operations
THE CLASSIFICATION CHARACTERISTICS TAKE IN THE DEGREE OF LABOR INTENSITY AND JOINTLY MEASURED DEGREE OF CUSTOMER INTERACTION AND CUSTOMIZATION.
Customization Service
Customization
Labor Intensive
Refers to the need and ability to alter the service to please the individual customers particular preference
Customization
Refers to a process or industry that requires a large amount of labor to produce its goods and services
Intensive
Is any service that is tailored to the needs of individuals customers
Customization Service
MANAGEMENT OF SERVICE QUALITY
Customers
Service encounters
Quality management
Quality
Service providers
Service quality management process
they test the quality service of a firm at every encounter
Customers
Called “ the moment of truth”
Customers
includes deciding quality standards and implementing a method of assurance of the performance level of the staff and the facilities
Quality management
If the experience is bad it may not lead to customer satisfaction
Service encounters
has emerged as a major competitive element in service company strategies
Quality
for giving interesting emphasis on creating reputations for good quality of service
Service providers
includes matching evolving customers expectations
Service quality management process
FIVE STARS OF SERVICE QUALITY
reliability
assurance
tangible
empathy
responsiveness
The knowledge, skills and courtesy of employees, and their ability to inspire trust and confidence in customers
Assurance
Consistency of the performance
The ability to provide dependable and accurate service as promised
Reliability
is defined as the ability to understand the thoughts feelings or emotions
Empathy
The physical appearance of the service, including facilities, equipment, personnel, and communication materials
Tangibles
The degree to which employees show care and understanding for individual customers needs and concerns
Empathy
The willingness and ability of employees to provide prompt and helpful service to customers
Responsiveness
QUALITY MANAGEMENT APPROACH
Product attributed approach
Customer oriented approach
directly affect customers purchase decision in short product attributes matter because they inform the buyers extensively about the product
Product attributed approach
are the characteristics of a product that describe its features and influence customers to buy it
Product attributed approach
is a business approach that puts the needs of the customer over the needs of the business
Customer oriented approach
ACCORDING TO --------, A SERVICE CAN BE BROKEN DOWN INTO TWO COMPONENTS, NAMELY TECHNICAL QUALITY AND FUNCTIONAL QUALITY.
GRONROOS
TWO DIMENSIONS OF QUALITY
Functional quality
Technical quality
refers on how the customer receives the service, the expressive nature of the service delivery
Functional quality
refers to what is delivered
Technical quality
refers to how it was delivered.
Functional quality
is relatively objective and therefore, easy to measure.
technical quality
DIMENSIONS OF SERVICE QUALITY
reliability
Tangibility
credibility
responsiveness
communication
security
competence
access
empathy
courtesy
It means keeping customers informed in their language that they can understand
communication
Means the willingness to help customers and provide prompt service
responsiveness
It means honesty and trustworthiness
credibility
It means physical facilities and equipment and appearance of the personnel
tangibility
It means ability to provide what was promised dependably and accurately
reliability
means politeness respect and friendliness in delivering the service
courtesy
Means degree of hearing an individual attentions provided to customers need and demands
empathy
means the ease of approach and contact with organization personnel
access
Possessions of required skills and knowledge to deliver the support services
competence
It means physical financial and confidentiality for the service delivery
security
FOUR KEY FACTORS THAT INFLUENCE THE CUSTOMERS EXPECTATIONS
Word Of Mouth Communication
Personal Needs And Preferences
Experience
External Communication
Difference between what the customers expect and what they perceive was delivered
SERVICE GAPS
Define the as the discrepancy between the specification for the service and the actual delivery of the service
SERVICE GAPS
A deviation, a discrepancy between what was planned and what is done in the end or between what was expected and what is perceived.
SERVICE GAPS
EXAMPLE OF SERVICE GAP
Marketing-false Advertisement
Serving of food vs actual serving
100% vegetarian food but in reality, it search non-vegetarian
SERVICE QUALITY GAPS
The service provider does not know what customers expect.
The wrong service quality standards are set
Standards are not met
What is delivered does not equal what was promised.
Gaps 1-4 lead to service that does not equal expectations.