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Chapter 5, MANAGING CUSTOMER EXPECTATIONS AND PERCEPTIONS, LAYOUT OF…
Chapter 5
MANAGING CUSTOMER EXPECTATIONS AND PERCEPTIONS
Quality in Services
Quality is defined as the totality of features and characteristics of a product.
Customer satisfaction with a service can be define by comparing perceptions of service received with expectations of service desired.
A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.
Determinants/dimensions of service quality
Reliability*
Responsiveness*
Assurance*
Empathy*
Tangibles*
Competence
Courtesy
Access
Communication
Credibility
Security
Understanding
Service Quality Gap Model
Gap 1 – Not knowing what customers expect
Gap 2 – the wrong service quality standards
Gap 3 – the service performance gap
Gap 4 – when promises do not match delivery
Gap 5 – expected service – perceived service gap
SERVQUAL
The authors of the service quality gap model developed a multi-item scale called SERVQUAL for measuring the five dimensions of service quality.
Pairs an expectation statement with a corresponding perception statement.
This instrument has been designed and validated for use in a variety of service encounters.
SERVEPERF
‘SERVPERF’ illustrating that service quality is a form of consumer attitude.
Quality Service by Design
Quality in the Service Package
Taguchi Method
Poka-yoke (fail-safing)
Quality Function Deployment
Benchmarking
Walk-Through-Audit
LAYOUT OF SERVICE FACILITY
Facility Design Considerations
Nature and Objectives of Service Organization
Land Availability and Space Requirements
Flexibility
Security
Aesthetic Factors
The Community and Environment
Types of layout
Product layout / flow process layout
Process – oriented layout / Job shop process layout
Office layout
Retail layout
Warehousing and storage layout
Servicescape
Ambient conditions
Spatial (relating to the position, size, shape etc of things) layout and functionality
Signs, symbols, and artifacts
New layout design
Flexibility
Cost of moving materials
Efficiency
Examine process flow
Area needed
Objectives
Movement of people, materials, and paperwork must be within the minimum distance possible.
High utilization of space
Flexibility for rearrangement and growth
Satisfactory physical environment for workers. This include good lighting, temperature control, low noise, cafeteria, rest rooms and exits.
Convenience for customers during the service.
Attractive appearance of office room arrangements for management and customers.
Chapter 6
Achieving Service Quality
Cost of Quality
Service Process Control
Statistical Process Control
Unconditional Service Guarantee
