Managing Service Quality – Marketing of Services

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

  • Access – Ease and approachability of service
  • Aesthetics – The extent to which service package components are pleasing to the customer
  • Attentiveness/helpfulness of staff/service provider
  • Flexibility i.e. extent and degree of customization
  • Cleanliness of the premises
  • Comfort of the customer
  • Commitment of management to solve customer problem
  • Competence of the service provider
  • Reliability of the service provider
  • Security of information, good, health etc. of the customer

 

DIMENSIONS OF SERVICE QUALITY

  • Tangibles – Appearance of physical facilities, equipment, personnel etc.
  • Reliability – Ability to perform the promised service, dependably and accurately
  • Responsiveness – Willingness to help customers, assuring the customer and providing prompt service
  • Competence – Skill and expertise with the service is executed/ knowledge of staff
  • Courtesy – Politeness, respect
  • Creditability – Consistency in performance and ability of the service to inspire trust and confidence
  • Communication – Ability of staff to communicate, listen and understand
  • Security/Safety of service
  • Understanding the customer

 

PROBLEMS OF SERVICE QUALITY CONTROL

  • Inseparability of production and consumption 
  • Communication gaps –
    • Failure to deliver promises
    • Failure to keep customer informed
    • Failure to listen on communicate in a way he can understand
  • Viewing customer as statistics
  • Short run/ profit motive of the business

 

PROCESS OF SERVICE QUALITY MANAGEMENT

Managing service quality

 

Steps in managing service quality :

  • Identify the primary factors that affects the service quality(customer experience and customer expectations)
  • Manage Customer Expectations by understanding customer needs and expectations
  • Re-organize tangible elements i.e. office space, staff, physical equipment etc. for better performance
  • Educate the customer about the service through effective communication
  • Develop quality standards and quality driven organization culture according to customer expectations
  • Automate and maintain quality standards
  • Take regular Feedback from customers and correct any deviations in performance standards  

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