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Service Quality (Lesson 11 (6 Criterias of Service Guarantee…

- - - - Ability to perform or deliver the promised service dependably
    - - Credibility of service organisation and personnel, security from risk, knowledge or competence of service and courtesy (eg: Ability to convey trust and confidence)
    - - Apperance of physical facilities, equipment, personnel and communication materials
    - - Caring, individualized attention the firm provides its customer, approachility and ease of contact and communicating to customer
    - - Willingness to help customers and provide prompt service
  - - - Company is not aware or have not correctly interpreted the customer expectations
    - - Customer may experience difficluties translating consumer expectation into specific service quality delviery.
    - - Company failed to trained their employee
    - - Company advertising team may have over promised on the service delivery as compared to what the company can actually deliver.
    - - Could be due to customers' inability to accurately judge the service quality
- - - - Are in-depth one on one interview, useaully conducted once a year with firm most value customer.
    - - Total market surveys
        
        Measure the satisfaction with all customer
      - Transnational surveys
        
        Conducted after customer have completed a particular transactions.
    - - Is designed to ascertain what customer deems important in terms of quality provision.
    - - Powerful and inexpensive tool that involves giving customers a feedback card.
    - - Staff in customer facing roles receive feedback from customer directly.
    - - Customer complaints, compliments and suggestions can be transformed into a stream of information that can be used to help to monitor quality.
- - - - There is no condition being stick to the service guarantee
    - - Written in simple and concise language
    - - service are important to your customer
    - - Should not be made to go through many steps
    - - Procedure is simple
    - - The service guarantee is realistic.
- - - - Highly visible
      - No change in the proceess or service performance
    - - Small changes in performance of current products
      - Little things that matter and customer appreciate it
    - - Adding new facilities or enhancing service elelments to existing core service
      - Can also significantly improve supplementary services
    - - New way to deliver existing products
      - Intention is to offer more convenice to customer
    - - Additions to company current product lines
      - Designed to serve a broader variety of needs of current customers or to attract new customers with different needs.
    - - Using the new process to deliver existing core product in a new way with additions benefits
    - - New core product for markets that have not been previously defined
  - - - Examples
        
        • Staff ¬ - Bell person is not around to take bags (fail point)
        
        o Ensure that the bell person is around or assign stand-in should be away. (suggestion)
        
        • Process – Registration system malfunction (fail point)
        
        o Ensure a backup plan (manual system) to register guest (suggestion)
        
        • Process – Guest could not find their room or lose their way (fail point)
        
        o Ensure that there is sufficient and easy-to-understand directional signs. (suggestion)
        
        • Staff – Bags are lost or delivered to the wrong room (fail point)
        
        o Ensure that the bell persons knows how to tag bags correctly and delivers them to the right room. (suggestion)