Gaps in Quality of Service JOSEF SPURNÝ PA181 SERVICES - SYSTEMS, MODELLING AND EXECUTION Course information q The exam will be online. q the deadline for submitting the whole project is 23rd of June 2020 q the project topic, you could make changes, but let me know first by email. q for pa181, we will have a live session on the 20th of May from 11:00-12:00 and email communication is always welcome Learning objectives q Re-cap the SERVQUAL model q Understand the gaps in quality of service q Understand how to improve quality of service SERVQUAL §Providing service as promised §Dependability in handling customers’ service problems §Performing services right the first time §Providing services at the promised time §Maintaining error-free records §Keeping customers informed as to when services will be performed §Prompt service to customers §Willingness to help customers §Readiness to respond to customers’ requests RELIABILITY RESPONSIVENESS §Employees who instill confidence in customers §Making customers feel safe in their transactions §Employees who are consistently courteous §Employees who have the knowledge to answer customer questions ASSURANCE §Giving customers individual attention §Employees who deal with customers in a caring fashion §Having the customer’s best interest at heart §Employees who understand the needs of their customers §Convenient business hours EMPATHY §Modern equipment §Visually appealing facilities §Employees who have a neat, professional appearance §Visually appealing materials associated with the service TANGIBLES SERVQUAL Attributes 4-5 Word of mouth Personal needs Past experience Expected service Perceived service Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles Service Quality Assessment 1. Expectations exceeded ESPS (Unacceptable quality) Conceptual Model of Service Quality Word-of-mouth Communications Personal Needs Past experience Expected Service Perceived Service Service Delivery External Communications To Customers Service Quality Specs Management Perceptions of Customer Expectations CUSTOMER PROVIDER Gap 1 Gap 2 Gap 3 Gap 4 Gap 5 What are the Servqual Gaps? Gap 1: The difference between management perceptions of what customers expect and what customers really expect Gap 2: The difference between management perceptions and service quality specifications - the standards gap What are the Servqual Gaps? Gap 3: The difference between service quality specifications and actual service delivery - are standards consistently met? Gap 4: The difference between service delivery and what is communicated externally - are promises made consistently fulfilled? What are the Servqual Gaps? Gap 5: The difference between what customers expect of a service and what they actually receive ◦expectations are made up of past experience, word-of-mouth and needs/wants of customers ◦measurement is on the basis of two sets of statements in groups according to the five key service dimensions ØGap1: Market research gap üManagement may not understand how customers formulate their expectations from past experience, advertising, communication with friends vImprove market research vFoster better communication between employees and its frontline employees vReduce the number of levels of management that distance the customer Ø ØGap 2: Design gap üManagement is unable to formulate target level of service to meet customer expectations and translate them to specifications vSetting goals and standardizing service delivery tasks can close the gap Problems with Gaps in Service Quality ØGap 3: Conformance gap üActual delivery of service cannot meet the specifications set by management vLack of teamwork vPoor employee selection vInadequate training vInappropriate job design Ø ØGap 4: Communication gap üDiscrepancy between service delivery and external communication vExaggerated promises in advertising vLack of information provided to contact personnel to give customers ◦ Problems with Gaps in Service Quality ØGap 5: Customer expectations and perceptions gap üCustomer satisfaction depends on minimizing the four gaps that are associated with service delivery Ø Problems with Gaps in Service Quality Conclusion Understand the gaps in quality of service User the gap model to improve service quality