Professional Documents
Culture Documents
Learning Objectives
Describe the five dimensions of service quality.
Use the service quality gap model to diagnose quality
problems for a service firm.
Illustrate how Taguchi methods and poka-yoke
methods are applied to service design.
Perform service quality function deployment.
Construct a statistical process control chart.
Develop unconditional service guarantees.
Plan for service recovery.
Moments of Truth
Each customer contact is called a
moment of truth.
You have the ability to either satisfy or
dissatisfy them when you contact them.
A service recovery is satisfying a
previously dissatisfied customer and
making them a loyal customer.
Dimensions of Service Quality
Reliability: Perform promised service
dependably and accurately. Example:
receive mail at same time each day.
Responsiveness: Willingness to help
customers promptly. Example: avoid
keeping customers waiting for no
apparent reason.
Dimensions of Service Quality
Assurance: Ability to convey trust and
confidence. Example: being polite and
showing respect for customer.
Empathy: Ability to be approachable.
Example: being a good listener.
Tangibles: Physical facilities and
facilitating goods. Example:
cleanliness.
Perceived Service Quality
Word of Personal Past
mouth needs experience
Customer
Expected service
GAP 5
Perceived service
* Strong
Medium
O Weak
Relative
O O
* * Custom er Perc eptions
Servic e Elements
Informatiion
Im o Village Volvo
Equipment
po
Capacity
rta
Training
Attitude
nc
e
+ Vol vo Dealer
Customer Expectations 1 2 3 4 5
Reliability 9 8 5 5 + o
Responsiveness 7 3 9 3 2 o +
Assurance 6 5 9 6 + o
Empathy 4 7 + o
Tangibles 2 2 3 + o
+
o o
Com parison with Volvo Dealer o o
_ o
Recovery:
Expedite
Labor and materials
Service Process Control
Customer
input Service
concept
Service Customer
Resources output
process
Identify reason
for
nonconformance
Why SPC in Services?
Cons: Nothing to measure but time
Pros: Consistency is at least as
important as performance
For high performers
Limited impact for low performers
Percentage of flights on time
Control Chart of Departure Delays
100 expected
80
70
1998 199
9
60
p (1 − p p (1 − p
UCL = p + 3 LCL = p − 3
n n
Unconditional Service Guarantee:
Customer View
Public Action
Private Action
Stop buying the product or
boycott the seller
No Action Warn friends about the product
and /or seller
Customer Feedback and
Word-of-Mouth
The average business only hears from 4% of their customers who are
dissatisfied with their products or services. Of the 96% who do not
bother to complain, 25% of them have serious problems.
The 4% complainers are more likely to stay with the supplier than are
the 96% non-complainers.
30
25
20
15
10
5
0
Slight Annoyed Very Ext Abs
diss annoyed annoyed furious
Action Taken Based on Level of
Dissatisfaction
Defect
Missing in action Detractors
Defected; Defected;
non-complaining vocally critical
not easy
don’t complain complain