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Service Quality & Profession (Lesson 10: Service Delivery Technology…
Service Quality & Profession
What is Service?
An act, deed or performance offered by one party to another An economic activity that does not result in ownership
Lesson 08: Managing Service Quality
Factors influencing customer's expectations & perceptions of services
Personal Needs
Perceived Service Alterations
Situational factors
Dimensions of SERVQUAL
Reliability: Performed the promised service and accurately
Assurance: Credibility, Knowledge & Courtesy
Tangibles: Physical Facilities, Personnel, Equipment & communication material
Empathy: Contact & Understanding the customer
Responsiveness: Willingness to help customers and provide prompt service
GAP Model
Knowledge Gap: The company does not know what the customers expect
Policy Gap: The management sets incorrect service standards guidelines
Delivery Gap: Fail to ensure and match the customers service performance with the required standards
Communication Gap: The company did not deliver the service as per said.
Perception Gap: Customer’s perception is below his expectations
Service Quality Gap: A combination of the different types of gaps above
Lesson 09: Understanding The Customers
Customer's feedback communication tools
Service Reviews
Focus Group Discussions
Surveys
Feedback from staff
Feedback cards
Unsolicited comments
Types Of Listening Posts
Active: Companies will take the initiative to find out from and understand their customers
Passive: Customers who are the one that take the initiative to provide their feedback and views to company
Mystery shopping
A process in which a person visits a retail store, restaurant, bank branch or any such location with the objective of measuring the quality of customer experiences
Lesson 11: Service Guarantee
What is a Service Guarantee?
A promise that if service delivery fails to meet the certain standards, the customer is entitled to one or more forms of compensation, such as an easy to claim replacement, refund or credit.
Characteristics of Service Guarantee
-At least one Key attribute
Specific performance
Compensation
Benefits of Service Guarantee
Customer focus
Understand fail points
Build Marketing Muscle
Criteria of Effective Service Guarantee
Unconditional
Easy to communicate
Meaningful to the customer
Easy to invoke
Easy to collect
Credible
Lesson 12: Service Design & Blueprint
Service design
Service design is all about taking a service and making it meet the user's and customer's needs for that particular service
Research
Brainstorm
Prototype
Repeat
Deliver
New service development categories
Process Line Extensions
Product Line Extensions
Supplementary Service Innovations
Major Process Innovations
Service Improvements
Major Service Innovations
Style Changes
Blueprint
A design plan or other technical drawing
A blueprint is a guide for making something - it's a design or pattern that can be followed
Advantages of a service blueprint
Differentiate between what customers experience “front stage/onstage” and the activities of employees and support processes “back stage”
Show how customers and employees interact, and the support by backstage activities and systems
Highlight possible fail points, take preventive measures; prepare contingency
Pinpoint stages in the process customers commonly have to wait.
Lesson 10: Service Delivery Technology
Service Delivery
Concerned with where, when and how the service or product is delivered to the customer.
A process or a series of actions typically involving multiple steps that often need to take place in a defined sequence
Types of Interactions
Customer goes to the service provider.
Service provider goes to the customer
Interaction at arm’s length (via the internet, telephone, mail, etc.)
Level of Customer Participation in Service Delivery
Low
Moderate
High
Self-Service Technologies
Technological interfaces
Examples of SSTs: Automatic Teller Machines (ATMs), Automated Bag drop, Automated self-check out
Factors impacting choice of service delivery channels by
Customer
Perceived Risk [High or Low]
Confidence & knowledge of the service
Convenience
Functional vs Social Motive
Lesson 13: Service Recovery
Service Recovery
Systematic efforts by a firm after a service failure to correct a problem and retain a customer’s goodwill
Service Failure
Service failures arise when customers experience dissatisfaction because the service was not delivered as originally planned or expected.
Outcome Process
Process Failure
Justice Dimensions
Interactional Justice
Outcome Justice
Procedural Justice
Effective Service Recovery System
Proactive
Taught
Planned
Empowered
Key Elements of Service Recovery
Apology
Solve
Empathize
Compensate
Explain
Extra Value
Acknowledge
Follow-up
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