Managing Service Quality – Marketing of Services

Quality is fitness for use, the extent to which a service successfully serves the purpose at user. Service Quality refers to the difference between customer expectations and service provider`s actual performance.

FACTORS AFFECTING SERVICE QUALITY

  1. Access – Ease and approachability of service

  2. Aesthetics – The extent to which service package components are pleasing to the customer

  3. Attentiveness/helpfulness of staff/service provider

  4. Flexibility i.e. extent and degree of customization

  5. Cleanliness of the premises

  6. Comfort of the customer

  7. Commitment of management to solve customer problem

  8. Competence of the service provider

  9. Reliability of the service provider

  10. Security of information, good, health etc. of the customer

DIMENSIONS OF SERVICE QUALITY

  1. Tangibles – Appearance of physical facilities, equipment, personnel etc.

  2. Reliability – Ability to perform the promised service, dependably and accurately

  3. Responsiveness – Willingness to help customers, assuring the customer and providing prompt service

  4. Competence – Skill and expertise with the service is executed/ knowledge of staff

  5. Courtesy – Politeness, respect

  6. Creditability – Consistency in performance and ability of the service to inspire trust and confidence

  7. Communication – Ability of staff to communicate, listen and understand

  8. Security/Safety of service

  9. Understanding the customer

PROBLEMS OF SERVICE QUALITY CONTROL

  1. Inseparability of production and consumption 

  2. Communication gaps –

  3. Failure to deliver promises

  4. Failure to keep customer informed

  5. Failure to listen on communicate in a way he can understand

  6. Viewing customer as statistics

  7. Short run/ profit motive of the business

PROCESS OF SERVICE QUALITY MANAGEMENT


Managing service quality

Steps in managing service quality :

  1. Identify the primary factors that affects the service quality(customer experience and customer expectations)

  2. Manage Customer Expectations by understanding customer needs and expectations

  3. Re-organize tangible elements i.e. office space, staff, physical equipment etc. for better performance

  4. Educate the customer about the service through effective communication

  5. Develop quality standards and quality driven organization culture according to customer expectations

  6. Automate and maintain quality standards

  7. Take regular Feedback from customers and correct any deviations in performance standards  

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