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H208 Service Quality and Professional Etiquette (Lesson 10 (Factors…
H208
Service Quality and Professional Etiquette
Lesson 8
Dimension of Service Quality
Reliability
Ability to perform the promised service dependably (as promised) and accurately
Responsiveness
Willingness to help customers and provide prompt service.
Tangibles
Appearance of physical facilities, equipment, personnel & communications materials
Assurance
Credibility of service organisations (Does the hospital have a good reputation?)
Security (Is it safe for me to use the bank's ATMs at night?)
Competence (Does the dentist appear to be competent?)
Courtesy
Empathy
Easy access (How easy is it for me to talk to a supervisor when I have a problem? Does the airline have a 24-hour toll free number?)
Good communication (When I have a complaint, is the manager willing to listen to me)
Understanding the customer. (Does the Hotel staff recognises me as a regular customer?)
Influencing Factors
1.) Personal Needs
Needs which are essential to customer that creates the desire in service
2.) Personal Beliefs
Defined as the range of customer perception of a service between desired and minimum acceptable standards
3.) Perceived Service alternatives
Other providers from which the customer can obtain service (the more alternatives, the higher the adequate service)
4.) Situational Factors
Defined as service performance conditions that Customer view as beyond the control of the service provider.
The Gap Model
Knowledge Gap
(Management)
Lack of understanding the customers demand
To solve: Conduct a market research
Policy Gap
(Management)
Company may experience difficulties translating consumer expectation into specific service quality delivery
Staff is not able to meet demands due to pre-set policies
To solve: Standardise repetitive work tasks
Delivery Gap
(Service Staff)
Lack of product knowledge due to lack of proper training.
To solve: Train employees on technical and soft skills required for the jobs
Communication Gap
(Marketing)
When company over/under promise their service/product features.
To solve: Ensure communications content sets realistic customer expectations
Perception Gap
(Customer)
Customer unable to judge service quality (lack of physical cues/evidence such as reviews, photos, gallery)
To solve: Develop physical evidence cues that are consistent with the service
Service Quality Gap
Company raises customer's expectations but provides service lower than expected, so customer develops a poor perception of the service.
Lesson 9
Customer Feedback Collection Tool
1.) Service Review
In depth one-on-one interview
Conducted once a year for key customer
2.) Surveys
A method of data collection and individual questions that can be analysed statically.
3.) Unsolicited Comments
Use to help monitor quality and highlight improvement needed to service design and delivery.
4.) Feedbacks Cards
Good indicator of process quality and provide feedback on what work & what doesn't.
5.) Feedback from staff
Frontline staff understands your customers better due to the immediate & first point of contact.
6.) Focus Group Discussions
Organised by key user groups to understand the needs and is ascertain to what customer deems important in terms of quality provision.
Types of Listening Posts
Active Listening Posts
Companies would take the initiative to find out from and understand their customers.
Passive Listening Posts
Customers are the ones that take the initiative to provide their feedback and views to companies.
Lesson 11
3 Characteristics of Service Guarantee
1.) One key attribute
What is the company key guarantee?
2.) Specific Performance
What specifically the company promise?
3.) Compensation
If promise was not met, how is the company going to compensate the customer.
Type of specific service guarantee
1.) Single Attribute
2.) Multiple Attribute
3.) Full Satisfaction
Criteria of Effective Service Guarantee
1.) Unconditional
2.) Easy to understand and Communicate
3.) Meaningful to customer
4.) Easy to invoke
5.) Easy to collect
Credible
Lesson 10
Factors impacting choice of service delivery channel by Customer
1.) Perceived Risk
2.) Confidence & Knowledge of the service
Convenience
4.) Functional vs Social Motives
Impact of self service technologies on service providers
1.) Advantage
2.) Disadvanatge
Level of Customer Participation in Service Delivery
1.) Low: Customer presence required during service delivery
2.) Moderate: Customer inputs required for service creation
3.) High: Customer co-creates the service products
Factors to consider on service delivery channels by Service Provider
1.) Availability of technology 24/7 and in multiple locations
2.) Ability (including the time and resources) of company to maintain and manages the SSTs
3.)Alignment with industry norm
4.) Cost of setup, design and implementation
5.) Complexity of the service being delivered
Lesson 12
Service Design
1.)Research
Find out what the stakeholders want in order to satisfy their needs
2.) Brainstorm
Create service ideas that will improve service
3.) Prototype
Test service idea to see what works to improve service experiences.
4.) Repeat
Repeat ideas to better understand the problems and polish them to provide a good service solution.
5.) Deliver
Share with stakeholders to come up with a plan for implementing, sustaining and evolving over time.
Service Categories
1.) Style Changes
Highly visible
No change in processes or service performance
2.) Service improvements
Small changes in performance of current products
3.) Supplementary Service innovations
Adding new facilitating or enhancing service elements to existing core services
4.) Process Line Extensions
New ways of delivering existing products
5.) Product line extensions
Additions to a company current product lines
6.) Major Process Innovations
Using new processes to deliver existing core products in new ways with addition benefits.
7.) Major Service Innovations
Relatively rare in occurrence
A visual map of the sequence of activities in a service blueprint
Front-stage elements
Back-stage elements
Linkages between front and back stage
Line of visibility.
- Advantages of a service blueprint
- Service Encounters= Moments of truth (Potential fail points)
Lesson 13
Key elements of service Recovery
1.) Acknowledge
2.) Explain
3.) Empathise
4.) Apologise
5.) Solve
6.) Compensate
7.) Extra Value
9.) Follow-up
Customers' Perception of Service Recovery
1.) Procedural Justice
Concerns policies and rules that any customer has to go through to seek fairness
2.) Interactional Justice
Involves employees of the firm who provide the service recovery ad their behaviour toward the customer
3.) Outcome Justice
Concerns compensation a customer receives as a result of the losses and inconveniences incurred because of service failure.
Effective Service Recovery System
Proactive
Taught
Planned
Empowered
Service Failure
1.) Outcome Failure
Service organisations do not perform the basic service.
The outcome reflects what customers actually receive from the service
2.) Process Failure
Problem arises in the service delivery process, which may or may not affect the final outcome.
Process failure include failures created by the people, process and technology required to deliver the service