1. MANAGING
SERVICE
QUALITY
DIWAKAR KUMAR

2. CONTENT
 Service quality
 Customer Expectations
 SERVICE-QUALITY MODEL
 Determinants of service quality
 Best practices of service-quality
management
 Conclusion

3. SERVICE QUALITY
Service quality refers to a number of inter-related factors
including
the way in which individuals are treated by providers,
the scope of services and options available to clients,
the quality of the information provided to the clients and
quality of the counselling skills,
the promotion of individual choice,
the technical competence of providers, and
the accessibility and continuity of services.

4. CUSTOMER EXPECTATIONS
 Customer forms service expectations from many
sources
PAST WORD OF
ADVERTISING
EXPERIENCES MOUTH
In general, customer compare
PERCIEVED
SERVICE
EXPECTED FALLS CUSTOMER DISAPPOINTED
V/S
SERVICE
ABOVE CUSTOMER MAY BE
mark SATISFIED OR DELIGHTED

5. SERVICE-QUALITY MODEL
 The service-quality model highlights
the main requirements for delivering high
service quality
 It identifies 5 gaps that causes unsuccessful
delivery.

6. Figure showing
SERVICE-QUALITY MODEL

7. 5 DETERMINANTS
or FACTORS OF SERVICE QUALITY
 Itis based on the service-quality model
1. Reliability- The ability perform the promised
service dependably and accurately.
2. Responsiveness- The willingness to help customers
and to provide prompt service.
3. Assurance- The knowledge and courtesy of
employees and their ability to convey trust and
confidence.
4. Empathy- The provision of caring, individualized
attention to customers.
5. Tangibles- The appearance of physical
facilities, equipment, personnel, and
communication materials.

8. Best Practices of
Service-Quality Management
A well-managed service companies share the
following common practices:
2. 4.
1. 3.
Top Self-Service
Strategic High
management Technologies
concept Standards
commitment (SSTs),
6. 7.
5.
Satisfying Satisfying
Monitoring
Customer Employees as well
Systems
Complaints as Customers

9. 1. STRATEGIC CONCEPT
TOP SERVICE COMPANIES
CUSTOMER CLEAR SENSE OF
OBSESSED TARGET CUSTOMERS & THEIR NEEDS
DEVELOPE DISTINCTIVE STRATEGY
Example-
A BROKERAGE FIRM stays close to customers by assigning a
single FINANCIAL ADVISIOR & one ADMINISTRAITOR to each of
their branch offices.

10. 2.TOP MANAGEMENT
COMMITMENT
 Organizations like- McDonald’s, Apollo Hospitals,
Infosys,& Wipro have a thorough commitment to
service quality.
 Managements look not only at financial
performance but also at service performance.
 Example-
McDonald’s top management continually
measures each outlet on the basis of
“QSCV” -
Quality, Service, Cleanliness, & Value.

11. 3.HIGH STANDARDS
BEST SERVICE SET HIGH SERVICE –
QUALITY
PROVIIDERS STANDARDS
Example-
CITY BANK
REPLY TO CUSTOMER
CALLS LETTERS
WITHIN 10 SECONDS WITHIN 2 DAYS

12. 4-SELF SERVICE
TECHNOLOGIES(SST’s)
 Consumer value convenience in service.
REPLACED
PERSON –TO- BY SELF –SERVICE
PERSON SERVICE TECHNOLOGIES
 Examples of SST’s-
1. Vending machine
2. ATM’S
3. Self pumping at gas station
4. self checkout at hotels
5. On Internet-
Ticket purchasing, Trading, Customization of
product

13. 5. MONITORING
SYSTEMS:
AUDIT OWN
TOP FIRMS SERVICE
PERFORMANCE COMPETITORS
 To PROBE customers SATISFIERS & DISSATISFIERS they
use-
CUSTOMER SUGGESTION &
SERVICE AUDIT
SURVEYS COMPLAINTS
TEAMS
FORMS
COMPARISION
MYSTERY SHOPPING
SHOPPING
 Ex- Fast-food-chains, use mystery shopper to
pinpoint & fix customer-service problems.

14. 6- SATISFYING
CUSTOMER COMPLAINTS
 “Every complaints is a gift if handled well’’
CUSTOMER
COMPLAINTS
REMEDY OF
NO REMEDY
SITUATION
HIGH REVENUE LOW REVENUE
GREATER PROFIT LESSER PROFIT

15. 7. SATISFYING
EMPLOYEES AS WELL AS CUSTOMERS
POSITIVE WILL PROMOTE STRONGER
EMPLOYEE CUSTOMER
ATTITUDE LOYALTY
REWARDS FOR
CUSTOMER VISITS
GOOD
SELLER AGAIN
PERFORMANCE

16. CONCLUSION
 Customers expectations play a critical role in their
service experiences and evaluations.
 Companies must manage service quality by
understanding the effects of each service
encounter.

17. REFERENCES
 MARKETING MANAGEMENT
( A SOUTH ASIAN PERSPECTIVE ), 13TH EDITION-
by
PHILIP KOTLER et al.
 Service quality -
http://erc.msh.org/mainpage.cfm?file=2.2.3s.htm
&module=gmt&language=English

18. THANKS 4 LISTENING
ANY Q’S