Managing Service Quality Marketing Notespptx

Managing Service Quality Marketing class notes

1. Managing Service Quality The service quality of a firm is tested at each service encounter. If employees are bored, cannot answer simple questions, or are visiting each other while customers are waiting, customers will think twice about doing business there again. Flawless service delivery is the ideal output for any service organization. Two top activities are managing customer expectations and incorporating self-service technologies.

2. Managing Service Quality Managing Customer Expectations Customers form service expectations from many sources, such as past experiences, word of mouth, and advertising. In general, they compare perceived and expected service. If the perceived service falls below the expected service, customers are disappointed. Successful companies add benefits to their offering that not only satisfy customers but surprise and delight them by exceeding expectations.

3. Managing Service Quality I dentifies five gaps that prevent successful delivery: Gap between consumer expectation and management perception— Hospital administrators may think patients want better food, but patients may be more concerned with nurse responsiveness. Gap between management perception and service-quality specification—Hospital administrators may tell the nurses to give “fast” service without specifying speed in minutes. Gap between service-quality specifications and service delivery—Employees might be poorly trained or incapable of or unwilling to meet the standard

4. Managing Service Quality Gap between service delivery and external communications—Consumer expectations are affected by statements made by company representatives and ads . Gap between perceived and expected service—The consumer may misperceive the service quality. The physician may keep visiting the patient to show care, but the patient may interpret this as an indication that something is really wrong.

5. Managing Service Quality Incorporating Self-Service Technologies (SSTs): Consumers value convenience in services and many person-to-person service interactions are being replaced by self-service technologies (SSTs) intended to provide that convenience. To traditional vending machines we can add automated teller machines (ATMs), self-pumping at gas stations, self-checkout at hotels, and a variety of activities on the Internet, such as ticket purchasing, investment trading, and customization of products. Not all SSTs improve service quality, but they can make service transactions more accurate, convenient, and faster. Obviously they can reduce costs.