Service Quality & Model

service quality & model

1. Service quality & modelService quality & model
Presented by Presented by
Ram Kumar SharmaRam Kumar Sharma
M.B.A.3 rd sem.M.B.A.3 rd sem.

2. Definition of serviceDefinition of service
Berry defineBerry define service as act, deeds, & service as act, deeds, &
performance.performance.
AMA defineAMA define service as activities, service as activities,
benefits or satisfaction that are offered benefits or satisfaction that are offered
for sale, or provided in connection with for sale, or provided in connection with
the sale of goods.the sale of goods.

3. Con…Con…
Performed by..
People, machine, people with
machine
Service is…
an
activity
Deed,
Performance
Efforts.
Directed at….
people and
Business users
Rendered by…
profit,
Non profit
Service

4. What is qualityWhat is quality
In the words of crobsy:-In the words of crobsy:-Quality is Quality is
conformance to requirementsconformance to requirements
 ASQC Define:-ASQC Define:- Quality is the totality of Quality is the totality of
features and characteristics of a product, features and characteristics of a product,
or service that bear on it’s ability to satisfy or service that bear on it’s ability to satisfy
stated or implied needs.stated or implied needs.
Fully satisfy customer requirements at the Fully satisfy customer requirements at the
lower cost.lower cost.

5. Comparison b/w goods & serviceComparison b/w goods & service
Customer driven
standards
Manu. system
Tangible
product
Quality
inspection
Non
Conforming
Pro.
Conforming
pro.
Marketing customer
Quality
outcome
feedback

6. Con…..Con…..
Service operations system
Customer service Experience
On elements
Simulation production &
Consumption.
Service involve human element
Efforts.
Customer

7. Perceived qualityPerceived quality
Services:-
Intangible
attribute
Customer’s
Intangible
expectations
Perceived quality

8. Perceived service qualityPerceived service quality

Expected
service
Perceived
service
Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Service Quality Assessment
1. Expectations exceeded
ES<PS (Quality surprise)
2. Expectations met
ES~PS (Satisfactory quality)
3. Expectations not met
ES>PS (Unacceptable quality)
W.O.M.
Personal
needs
Past
experience

9. Dimension of qualityDimension of quality
Parasuraman and others found ten general Parasuraman and others found ten general
dimension of quality----dimension of quality----
ReliabilityReliability
ResponsivenessResponsiveness
CompetenceCompetence
CredibilityCredibility
CourtesyCourtesy
AccessAccess
CommunicationCommunication
SecuritySecurity
tangiblestangibles

10. SERVICE QUALITY MODELSERVICE QUALITY MODELSERVICE QUALITY MODEL
WORD OF MOUTH
COMMUNICATIONS
PERSONAL NEEDS PAST EXPERIENCE
PERCEIVED SERVICE
SERVICE DELIVERY
(INCLUDING PRE AND
POST CONTACTS)
EXTERNAL
COMMUNİCATION TO
CONSUMERS
GAP 5
GAP 4
GAP 1 Expected service

11. SERVICE QUALITY MODEL-Cont’dSERVICE QUALITY MODEL-Cont’d
EXPECTED SERVICE
PERCEIVED SERVICE
SERVICE DELIVERY
(INCLUDING PRE AND POST CONTACTS)
EXTERNAL
COMMUNICATION TO
CONSUMERS
GAP 4
GAP 1
TRANSLATION OF PERCEPTIONS IN TO SERVICE QUALITY
SPECIFICATIONS
MANAGEMENT PERCEPTIONS OF
CONSUMER EXPECTATIONS
GAP 3
GAP 2
GAP 5

12. THE GAPS MODEL OF SERVICE THE GAPS MODEL OF SERVICE
QUALITYQUALITY
GAP 1: NOT Knowing what customers expectGAP 1: NOT Knowing what customers expect
GAP 2:The wrong service quality standardsGAP 2:The wrong service quality standards
GAP 3: The Service Performance GapGAP 3: The Service Performance Gap
GAP 4: When promises do not match deliveryGAP 4: When promises do not match delivery
GAP 5: Expected Service-perceived Service GapGAP 5: Expected Service-perceived Service Gap

13. Service Quality Gap Model
Customer
Perceptions
Customer
Expectations
Service
Delivery
Service
Standards
Management
Perceptions
of Customer
Expectations
Managing the
Evidence
Conformance
Service Design
Understanding
the Customer
Customer Satisfaction
GAP 5
Customer /
Marketing Research
GAP 1
Conformance
GAP 3
Communication
GAP 4
Design GAP 2