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Service Quality - Coggle Diagram

- - - - 1) Expectations exceeded
        ES < PS (quality surprise)
      - 2) Expectations met
        ES ~ PS (satisfactory quality)
        
        ★ aim for satisfactory in the long run
      - 3) Expectations not met
        ES > PS (Unacceptable quality)
      - Expected service (ES)
        
        formed/ influenced by
        
        word of mouth e.g., popular in social media
        
        personal needs e.g., need to treat a friend for dinner
        
        past experience e.g., been there before
    - - tangibles
      - empathy
      - assurance
      - responsiveness
      - reliability
      - SERVQUAL - measures RATER using questionnaire
- - - - research orientation
        
        how well the company know the customers - what the customers want
        
        e.g., survey & data analysis
      - upward comunication
        
        what the customers really want
        
        need for feedback from employees, as they are on-ground - for first-hand information
        
        ^ also need to be properly conveyed to upper management
      - levels of management
        
        structure & practices of organisation
  - - - management's commitment to the delivery of service quality vs. cost reduction & short-term profits
        
        e.g., invest in set up of digital platform
      - no culture for service quality
      - insufficient methods of measuring quality or converting those measurements to standards
      - difficulties in attempts to write specifications for particular employee behaviours
  - - - employee-job fit
        
        "did you get the right people?"
      - role conflict
        
        "do you hire a manager to do managerial stuff or serve customer"
      - willingness to perform
      - dispersion of control (remove empowerment)
      - inadequate support
  - - - propensity of overpromising
        
        creates expectation & risk of losing customers if can't deliver
      - amount of horizontal communication (coordination within the company)
  - - - the difference between a customer's expectations of a service & the perceptions of the service delivered
- - - - e.g., accepts all returns without question
    - - e.g., diner gets a free meal if lunch is not served within 15 min during lunchtime
    - - e.g., $# rebate if an order is not delivered within 30 mins
    - - e.g., a toll-free call to an agent to get a refund
    - - best guarantees are resolved on the spot
      - depends on nature of the service, some require lead time
  - - - forces a company to identify its customers' expectations
    - - defines the responsibilities of all its employees
    - - incentive to complain & provide valuable information
        
        so it retains in the company instead of spreading through word-of-mouth
    - - customers adhere to recommendation by company
    - - make expectations explicit & retain customers
- - - - subgroups:
        
        unreasonably slow service
        
        other core service failures
        
        unavailable service
    - - subgroups:
        
        customer preferences
        
        admitted customer error
        
        "special needs" customers
        
        disruptive others
    - - subgroups:
        
        unusual actions
        
        cultural norms
        
        level of attention
        
        gestalt
    - - subgroups:
        
        verbal & physical abuse
        
        breaking company policies
        
        drunkenness
        
        uncooperative customers