1、1,Chapter 6. Service Quality,2,Learning Objectives,1. Measuring service quality: five dimensions 2. Diagnose quality problems: service quality gap model 3. Service design methods: Taguchi, Poka-Yoke, House of quality4. Achieving service quality: cost of quality, statistical process control, uncondit
2、ional service guarantees5. Service recovery,3,1. Dimensions of Service Quality,(1) Reliability: Perform promised service dependably and accurately. ex. receive mail at same time each day.(2) Responsiveness: Willingness to help customers promptly. ex. avoid keeping customers waiting for no apparent r
3、eason.,4,Dimensions of Service Quality,(3) Assurance: Ability to convey trust and confidence. ex. being polite and showing respect for customer.(4) Empathy: Ability to be approachable. ex. being a good listener.(5) Tangibles: Physical facilities and facilitating goods. ex. cleanliness. Measurement:
4、SERVQUAL (p.136),5,Perceived Service Quality,Word of mouth,Personal needs,Past experience,Expectedservice,Perceivedservice,Service Quality DimensionsReliabilityResponsivenessAssuranceEmpathyTangibles,Service Quality Assessment1. Expectations exceeded ESPS (Unacceptable quality),6,2. Gaps in Service
5、Quality,Word -of-mouthcommunications,Personal needs,Past experience,Expected service,External communications to consumers,Perceived service,Service delivery (includingpre- and post-contacts),Translation of perceptions intoservice quality specifications,Management perceptions of consumer expectations
6、,GAP 5,GAP 3,GAP 2,GAP 1,GAP 4,Customer,Provider,7,3. Quality Service by Design,(1) Quality in the Service PackageBudget Hotel example(2) Taguchi Methods (Robustness)Notifying maids of rooms for cleaning(3) Poka-yoke (fail-safing)Height bar at amusement park(4) Quality Function DeploymentHouse of Qu
7、ality,8,(2) 田口二次式損失函數,9,(3) Poka-Yoke checklist,Server ErrorsTask: Doing work incorrectlyTreatment:Failure to listen to customerTangible:Failure to wear clean uniform,Customer ErrorsPreparation:Failure to bring necessary materialsEncounter:Failure to follow system flowResolution:Failure to signal se
8、rvice failure,10,(4) House of Quality,Importance,Relative,1 2 3 4 5,Customer Expectations,Reliability,Responsiveness,Assurance,Empathy,Tangibles,Comparison with Volvo Dealer,Weighted score,Improvement difficulty rank,O,O,O,Weak,Medium,*,Strong,9,9,9,Training,Attitude,Capacity,Informatiion,Equipment,
9、8,7,7,6,6,5,5,5,5,4,4,3,3,3,3,2,2,2,2,+,_,+,Customer Perceptions,o,+,+,+,o,o,o,o,+,o,o,o,o,o,o,Village Volvo,+,Volvo Dealer,Service Elements,Relationships,127,82,63,102,65,1,*,*,11,4. Achieving Service Quality,(1) Cost of Quality (Juran)(2) Service Process Control(3) Statistical Process Control (Dem
10、ing)(4) Unconditional Service Guarantee,12,(1) Costs of Service Quality,Failure costs Detection costs Prevention costs External failure: Process control Quality planning Customer complaints Peer review Training program Warranty charges Supervision Quality audits Liability insurance Customer comment
11、card Data acquisition and analysis Legal judgments Inspection Preventive maintenance Loss of repeat service Supplier evaluation Internal failure: Scrap Rework Recovery: Expedite Labor and materials,Recruitment and selection,13,(2) Service Process Control,14,(3) Control Chart: Departure Delays,expect
12、ed,Lower Control Limit,1998,1999,60,70,80,90,100,Percentage of flights on,time,15,(4) Unconditional Service Guarantee,Customer View: Unconditional (L.L. Bean), Easy to understand and communicate (Bennigans)Management View: Focuses on customers (British Airways), Sets clear standards (FedEx),16,5. Se
13、rvice Recovery,You have the ability to either satisfy or dissatisfy them when you contact them.A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.Each customer contact is called a moment of truth.Word of Mouth (p.153),17,Customer Satisfaction,All cus
14、tomers want to be satisfied.Customer loyalty is only due to the lack of a better alternative.Giving customers some extra value will delight them by exceeding their expectations and insure their return.Service Benchmarking: FedEx, AT&T, Ritz-Carlton, Merrill Lynch, Xerox (p.156),18,Expressing Dissati
15、sfaction,Dissatisfactionoccurs,Action,No Action,Public Action,Private Action,Seek redress directly from the firm,Take legal action,Complaint to business, private,or governmental agencies,Stop buying the product or boycott the seller,Warn friends about the productand /or seller,19,Approaches to Servi
16、ce Recovery,Case-by-case addresses each customers complaint individually but could lead to perception of unfairness.Systematic response uses a protocol to handle complaints but needs prior identification of critical failure points and continuous updating.Early intervention attempts to fix problem be
17、fore the customer is affected.Substitute service allows rival firm to provide service but could lead to loss of customer.,20,Topics for Discussion,How do the five dimensions of service quality differ from those of product quality?Why is measuring service quality so difficult?Why do service firms hes
18、itate to offer a service guarantee?How can recovery from a service failure be a blessing in disguise?,21,The Complaint Letter (p.164),Briefly summarize the complaints and compliments in Dr. Loflins letter.Critique the letter of Gail Pearson in reply to Dr. Loflin. What are the strengths and weaknesses of the letter?Prepare an “improved” response letter from Gail PearsonWhat further action should Gail Pearson take in view of this incident?,
