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WHAT IS SERVICE QUALITY?
Service Quality can also be defined according to both thewhat
and how a product or service is delivered.
Gronroos distinguished between Technical quality and
Functionalquality.
Technical Quality is concerned with the outcome of thedelivered
service.
Customers use service quality dimensions/attributes such as
reliability, competence, performance, durability, etc.
to
evaluate technical quality. Functional Quality is more to do
with how the technical
quality is transferred to the customer.
Service quality attributes such as responsiveness and access
would measure functional quality of the service transaction.
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CONTINUUM OF SERVICES
Defining quality for Services is more difficult than for
products because of the intangible, variable nature of
service
characteristics.
Unlike product quality, customers frequently lack the
necessary information to evaluate service quality.
In assessing service quality, the services are viewed along
a
continuumranging from pre-sale to post-sale activities.3
Pre-sale
ServicesPost-sale
Services
Transaction
Services
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DIMENSIONS OF SERVICE QUALITY
Reliability perform promised service dependably and
accurately
Responsiveness - willingness/readiness to provide
prompt service
Competence - possess knowledge and skill to perform
the service
Access - approachability and ease of contact of
servicepersonnel
Courtesy - politeness, consideration, and friendliness of
service personnel 4
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UNCONDITIONAL SERVICE GUARANTEE:
MANAGEMENT VIEW A Guarantee forces you to focus on customers
A Guarantee sets clear Standards
A Guarantee generates feedback
A Guarantee forces you to demand why you fail
A Guarantee builds customer loyalty
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CUSTOMER SATISFACTION
All customers want to be satisfied.
Customer loyalty is only due to lack of better alternatives.
Giving customers some extra value by exceeding their
expectations will delight them and ensure their return.
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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.
About 60% of the complainers would stay as customers if
their problem was resolved and 95% would stay if theproblem was
resolved quickly.
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CUSTOMER FEEDBACK AND WORD-
OF-MOUTH
A dissatisfied customer will tell between 10 and 20 other
people about their problem.
A customer who has had a problem resolved by a
company will tell about 5 people about their situation.
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![Jones - Final Report - Customer Perceived Service Quality in the Fast Food Industry[1]](https://img.dokumen.tips/doc/110x75/577cd5561a28ab9e789a8202/jones-final-report-customer-perceived-service-quality-in-the-fast-food.jpg)
