Quality of Services - A basic Model

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Quality of Services

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Quality of Services - A Basic Model Oral communication

Personal needs

Experiences

Communication (outside)

Expected service Dimensions of quality of services Experienced service

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Experienced quality of expected service

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Quality Criteria of A Customer 1. Reliability: things are done correctly, timetables are kept etc.

2. Physical resources: rooms, machines, equipments etc.

3. Willingness to serve: ready to serve, quickness 4. Expertise 5. Courtesy: friendly, respectful personnel 6. Reliability: image, consistency, accuracy 7. Security: physical, economical risk 8. Access: easiness to access at convenient times, waiting times 9. Communication: easiness to understand 10. Understanding the customer: special needs and wishes

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Measuring Service Quality

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Measuring Service Quality “Objective”

Quality standards

“Subjective” Qualitative “story”

Estimation based on qualities

Interviews

“Normal”

Complaints Critical

episodes

“Customer “Mystery

juries”

inquiry (service is measured by scale) Picking

up problematic situations

SERVQUAL

shopper”

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- type scale

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The Model of Service Quality by Davis

High

Effectiveness = the lowest acceptable value

Area wanted by a customer

Area of service quality

Area wanted Not-wanted by a producer area Low Efficiency = the highest acceptable value

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Quality management of a service company A. Idea of Management

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of quality of service and decisions of quality

B. Idea of Contact Persons of quality of service and ability to act according to quality decisions Marketing

Expected quality

Service production

Measures of Quality Control

Estimation

Experienced quality

C. Customers’ view on quality of service

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Vicious Circle

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Economical problems or tightening competition Weakening of company image

Decisions concerning in-company effectiveness

Dissatisfied customers Weakening of quality of service Increasing traditional marketing

Weakening of quality of service

Dissatisfied customers Minor savings in costs Weakening of atmosphere inside a company

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