lecture 8

Question 1

Describe & explain the 5 dimensions of service quality.

Answer 1

(RATER)

1. Reliability
   - Is the ability to perform promised service dependably and accurately
2. Assurance
   - Knowledge, courtesy and ability to convey trust and confidence.
3. Tangibles
   - the appearance and condition of physical facilities and facilitating goods.
4. Empathy
   - approachability, sensitivity and effort to understand the customer’s needs. Useful when customer is upset.
5. Responsiveness
   - willingness to help customers promptly.

Question 2

Explain gap 1 + state solution

Answer 2

Gap 1: Market research gap

It is when company does not understand customer’s expectations as they did not communicate enough with their staff ; and insufficient market research

solution: improve market research & foster better communication between management & employee and

Question 3

Explain gap 2 + state solution

Answer 3

Gap 2: Service design gap
- when company does not design its service to expectations (eg. service times/standards/location)

solution: set goals & standardise service delivery tasks.

Question 4

Explain gap 3 + state solution

Answer 4

Gap 3: conformance gap
- when actual delivery of service does not meet specifications set by management

solution: teamwork, selection and training of workers, better job design

Question 5

Explain gap 4 + state solution

Answer 5

Gap 4: communication gap
- it is the differences between service delivery and what is communicated to customers (eg. overpromise, marketing promises do not translate into actual service standards or quality)

Solution: training, ensure communications are consistent with service quality.

Question 6

Explain gap 5

Answer 6

Gap 5: customer satisfaction
-is the result of gaps 1-4, and is the gap between customer and expectation.

Hence, customer satisfaction depends on how a company can minimise the service delivery gaps 1-4.

Question 7

what are the 4 costs of quality for services?

Answer 7

Prevention:
costs of operations or activities that help keep failure from happening.

Detection:
Costs incurred to keep track of service quality standards to detect any errors

Internal Failure:
Costs incurred to correct non-conforming output/results before delivering to customer

External Failure:
Costs incurred to correct nonconforming work after delivery to the customer.

Question 8

5 features of unconditional service guarantee

Answer 8

UMEEE
Unconditional:
accepts all returns without questions
Meaningful
Easy to understand and communicate
Easy to invoke
Easy to collect

Question 9

How does unconditional service guarantee helps organisations? (5 things)

Answer 9

1. Focus on customers
2. Set clear standards for staff and customer
3. guarantees feedback (complaint is a useful feedback)
4. promotes an understanding of service delivery system
5. builds customer loyalty (retaining dissatisfied customers)