Exam 2- Chapters 6 ,7 ,4 Flashcards
What are the five dimensions of service quality
- Reliabilty
- Responsiveness
- Assurance
- Empathy
- Tangible
how can service firms differentiate themselves
they offer a service guarantee
what is a service guarantee
it offers dissatisfied customers a refund, discount or free service
-offers customer feedback
what is a service quality gap
it is the difference between a customers expectations of a service and the perceptions of the service that is delivered.
what is a customer contact called
a customer contact is called a moment of truth and an opportunity to satisfy or dissatisfy a customer
How can you achieve customer satisfaction
by comparing the perceptions of the service received with expectations of the service that is desired
what happens when expectations are exceeded
service is perceived to be of exceptional quality and a pleasant surprise
what happens when expecations are not met
service is deemed unacceptable
what happens when expectations are confirmed by perceived service quality
quality is satisfactory
What determines our expectations
word of mouth
personal needs
past experience
ES< PS
EXPECTATIONS EXCEEDED
ES=PS
Expectations are met
ES>PS
expectations are not met
what do customers use to judge service quality
the five dimensions
what is reliabilty
The ability to perform the promised service accurately and dependably
ex. in the same manner and without errors
ex. mailman
What is responsiveness
the willingness to help a customer and to provide promt service
what is assurance
the knowledge and courtesy of employees as well as their ability to convey trust and confidence
ex. politeness, respect
what is empathy
the provision of caring and individualized attention to the customer
ex. friendly, courteous
what are tangibles
the apperance of physical facilities equipment and personnel
what is GAP 5
the difference between the customers expectations and perceptions –> customer satisfactions
what are the 5 gaps in the service quality GAP model, describe
- market research- Diff. cust. exp and mgmt. percep
- Design- mgmt target levels 4 serv. quality
- Conformance- actual delivery of conf. not meet specif.
- Communication- exagerated promises
- Customer satisfaction
what is a servqual instrument
an effective tool for surveying customer satisfaction based on the service quality gap model
-uses all five dimensions in the questions
what is a walk through audit
an oppurtunity to evaluate the service experience from a customers perspective.
-is operationsand production oriented - opprtunity for improvement
what are the steps for a walk through audit
- Prepare a flowchart for customers interactions
- develop a questionaire for all processes
- use tge survey for customers employees and managers
- identify the gap and work to reduce deviations
incorporating quality in the service package
- supporting facility - ex. decentralized heating
- facilitating goods- ex. table mounted to wall
- information- ex. online computer
- explicit- maids clean room in standard manner
- Implicit - individuals with pleasant apperance.
what is the tamaguchi meathod
- Robust design so they work under adverse conditions -
ex. automated room announcement to maids when rooms are available - find the optimal paramater and values
- quality is the minimum of loss imparted to the societyby a product after its shipped to a customer
what is a poka-Yoke (failsafing)
- in process quality control mechanisims and routines used by employees to achieve high quality without costly inspection.
- uses checklist or manuals to not let employees make mistakes
- service errors can originate from both server and customer.
what are the categories for service provider errors
- Task - ex. scoop for potatoes
- Treatment ex.eye contact
- tangibles ex. mirrors in a break room
what are the three categories for customer errors
- Preparation- fill out surveys to ensure treatment
- Encounter- use of height bars at rides
- Resolution- helpsmold customer behavior as they exit service ex. tray return stands at trash bins at entrance.
what is quality function deployment
it provides customer input at the product design stage -aka : house of quality.
*products should be designes to to reflect customers desires and taste and the mfg, marketing, engineering should be coordinated
what are the steps for a quality function deployment
- what is the aim of the project
- what is the customer expectations
- what aer the elements of the service
- strenghts in elements
- associations between customer expectations and service elements
- weight the service elements
- improvement difficulty rank
- assessment of competition
- strategic asesment and goal setting
what are the four categories of quality cost
- Internal failure cost- defects before ship
- external failure cost- failures after ship
- detection cost- inspectionof purch materials
- prevention cost- keeping defects from occuring
what is the performance of a service often judge by
it is judged by key indicators ex. SAT for college
ex. end of day balance for a teller
what is a type one error
when a process is deemed out of control when in fact it is preforming correctly and it is the producers risk
what is a type two errors
when the process is deemed to be functioning properly when it is in fact out of control
-customers risk
what is a control chart
a visual display used to plot avergae values of a measure of performace over timeto determine if the process remains in control
what happens when something happens outside the control limits
the process is considered out of controls
what are the steps in construction a quality control chart
1 decide some measure of service sys. perfomance
- collect historical data for population mean
- decide on the sample size and calculate the three standard deviations
- graph the control chart
- plot sample means collected at random and interpret results
- update control chart on periotic basis
what are the two types of controls charts
- variable controls charts- record measurements that permit fractional values such as lenght and weight
- attribute control chart (p chart)- records discrete data such as # of defectsof errors in percentages
what does an X chart do
detect changes in the process mean of a continuous variable
what does the R chart do
measures the process dispersion
what are the five dimensions of service guarantee
- Must be unconditional
- Must be easy to communicate and understand
- Meaningful
- Easy to invoke
- Easy to collect
unconditional service guarantee from a managers perpective
1- focuses on the customer
2-sets clear standards
3- guarantees feedback
4- Promotes understanding of the service delivery process
5-Builds loyalty by making expectations explicit
what are the stages in quality development summary
- Inspection
- statistical process control
- quality training programs
- cost of quality
- unconditional service guarante
- quality service by design
- quality function deplyment
what are the stages in the service quality ladder
- inspection
- statistical control
- employee training
- cost of quality
- unconditional service guarantee
- quality service by design
- quality function deploment
What are thre three stages of the service recovery framework
- Pre recovery phase
- recovery stage
- follow up phase
what make us the pre recovery phase
severity of the failure
loyalty of the customer
service guaranteed
previous experiene
what makesup the recovery phase of the service recovery framework
staff empathy
appropriate response
speed of recovery
frontline discretion
what makes up the follow up phase in the service recovery phase
tangibles such as trinquets
-discounts for return visits
what are some approaches to service recovery
- case by case approach
- systematic response approach- protocol
- early intervention approach- before they affect the customer
- subtitute service recovery
what are the foundations of continuous improvement
- customer satisfaction
- management by facts
- respect for people
what are the steps in demings approach to continuous improvements
Plan: select the problem and analyze it
Do: implement the solution
check: check the results of the change
Act: reflect on learning from the experience
what is the objective of problem solving
eliminate the causes of the problem so they do not reccur
what are the problem solving steps in the PDCA
- recognize the problem
- form quality improvement teams
- define the problem
- develope performance measures
- analyze the problem
- determine possible causes
- select and implement solution
- evaluate the solution
- ensure performance
- continuous improvement
what are the tools that quality improvement teams use in the PDCA process?
- check sheet
- run chart
- histograph
- pareto chart
- flow chart
- cause and effect diagram
- scatter diagram
- scatter diagram -control chart
what is a check sheet
historical record of observations and represents a source of data to begin analysis andproblem identification.
what is a run chart
it tracks the changes in an important process variable over time and detects trends, shifts or cycles in performance
what is a histogram
presents data collected over a period of time as a frequency distribution in bar chart form
- bimodal or unimodal
- different means underlie the data
- ex. seasonality
what is a pareto chart
orders problems by their relative frequency in a descending bar graph to focus efforts on the problem that offers the greatest potential improvement.
- 80/20 rule
- 80 % of wealth resides in 20 percent of its citizens
what is a flow chart
are a visual representation of a process and help team members identify points where problems might occur or intervention points for a solution.
-diamond= decision points
-rectangles- activities
ovals- begining and end points
what is a cause and effect diagram
cause and effect analysis offers a structured approach for a team to identify, explore, and display graphically all the possible causes related to a problem to discover the root cause. -aka- fishbone diagram -problem at the head sections in a cause and effect 1. information 2. customers 3. material 4. procedures 5. personnel 6. Equipment
what is a scattered diagram
visually shows the relationship between two variables
-plots possible causes against the problem and u can see where there isa strong correlation
what is a control chart
- used to monitor a process
- shows when a proces sis out of control ex. the plot did not remain within the boundaries
what is benchmarking
a company compares its performance with the performance of other companies for being best in class
what are the steps in the benchmarking process
- select criteria processes that needs improvement
- identify the organization that excells in the process
- contact the firm, make a visit
- analyze the findings
- improve the process accordingly
what are demmings 14 points
- Create consistancy of purpose
- adopt new philosophy
- cease dependence on mass inspection (too late & costly)
- cease doing business on price tag alone
- continual improvement of process
- institute modern meathods of training on the job
- institute modern methods of supervising
- drive ou fear
- break down barriers between departments
- eliminate numerical goals fort he workforce
- eliminate work standards and numerical quotas
- allow pride in workmanship
- institute a program of self- improvement
- Do it. create structure in management that will push every day on the points mentioned above.
what is the baldrige national quality award
recognized US companies that excel in quality achievement and management.
what are the 5 categories available for the baldridge award
- manufacturing companies
- service companies
- health care
- education
- small business
what are the baldridge quality award criteria
- Leadership-
- Strategic planning -
- customer and market focus
- measurement, analysis and knowledge management
- workforce focus
6 process management - results
what is included in leadrship of Baldridge award
- organizational leadership
- public reponsibility and citizenship/ social responsibility
what is included in strategic planning of baldridge award
- strategy development
- strategy deployment
what is included in customer and market focus in baldridge award
- customer and marketing knowledge
- customer relationships and satisfaction
what is included in measurement, analysis and knowledgeme management in baldridge award
- measurement and analysis og organizational performance
- information management
what is included in workplace focus of baldridge award
- work systems
- employee education, training and development
- employee well being and satisfaction
what is included in process management of baldridge award
- product and service processes
- business processes
- support processes
what is included in business results in the baldrige award
- customer focused results
- financial and market results
- human resources results
- organizational effectiveness results
what it ISO 9000 series of quality management system standards
it is a series of quality standards defined by the international organization for standardizaiton.
- global adaptation makes it a critical business standard
- this certification signals that a firm has a quality management system in place that ensures consistency of output quality
what are some important characteristics of ISO 9000
- it does not prescribe specific practices
- it does not say anything about the quality of a product or service iteself
- certification is provided by a highly decentralized system of auditors
* only involved in the design and updating standards not in certification
what are the three component cycle of ISO 9000
- Planning
- Control
- Documentation
who introduced six sigma
motorola wantedto highlite quality problems in defects per million
what is the objective of six sigma
to reduce or narrow variations in performance and that six standard deviations can be squeezed within the limits defined by customers expectations
what are the limits defined by customers expectations
upper specification limit and lower specification limit
what is a process capability index
a statistical measure of how much the process variablity has been reduced in achieving that goal
how many errors are acceptable in six sigma
the goal is to have 3.4 errors per million customer encounters
what is the order of six sigma employees ?
- project memeber
- green belt
- black belt
- black master belt
- champion
- executive
what does six sigma use to restructure the improvement efforts or existing process not performing well
DMAIC
- Define
- measure
- analyze
- improve
- control
what is the focus of lean service
focuses on waste elimination, continuous flow, and customer demand pull
aka: just in time production
what are the three guiding principles of lean production
- satisfy the needs of the customer by performing only those activities tha add value in the eyes of the customer
- define the value stream by flowcharting the process to identify both value added and non value added activitites
- eliminate waste. waste is any activitiy that the customer is not willing to pay
what are the steps to achieve lean service
- identify kep processes in the organization
- select the most important processes and order by important
- analyze how the process can be changed to move toward prfection
- ask what changes will be needed to sustain the future state process
- implement necessary changes
- when the perfect state has been achieve decide what to do with excess people
- when everything is done, start the cycle again
what is value stream mappin in service
tools that maps out a process to uncover opportunities for improvement by using lean management concepts.
