Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 8- 1 Chapter 8 Designing...
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Transcript of Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 8- 1 Chapter 8 Designing...
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.8- 1
Chapter 8
Designing Quality Services
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.8- 2
Strategic Quality PlanningDesigning Quality ServicesChapter 8
Differences between services and manufacturingWhat do services customers want?SERVQUALDesigning and improving the services transactionThe customer benefits package
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Strategic Quality PlanningDesigning Quality ServicesChapter 8
Service Transaction AnalysisImproving Customer Service in governmentQuality in Health CareSupply Chain Quality in ServicesA Theory for Service Quality Management
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Strategic Quality PlanningDesigning Quality ServicesChapter 8
Power of satisfied customersProfit Growth over Time
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Strategic Quality PlanningDesigning Quality ServicesDifferences between Services and Manufacturing
Many service attributes are intangibleOutput of service are heterogeneousCustomer contactCustomer coproductionInternal versus external servicesVoluntary versus involuntary services
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Strategic Quality PlanningDesigning Quality ServicesDifferences between Services and Manufacturing
How service quality issues different from those of manufacturing?In manufacturing, dimensions are available for measurementIn services, such measurable dimensions are often unavailableSimultaneous production and consumption means you have to get it right the first timeProduct liability
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Strategic Quality PlanningDesigning Quality Services Differences between Services and Manufacturing
How service quality issues similar to those of manufacturing?For both, the customer is the core of the businessBy focusing on the customer many manufacturers and services firms have come to view themselves as service providers
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Strategic Quality PlanningDesigning Quality Services What do Services Customers want?
Chapter 1 listed dimensions of quality:TangiblesReliabilityResponsivenessAssuranceEmpathy
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
Developed for assessing services quality.An off-the-shelf approach that can be used in many service situations
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
Advantages are:It is accepted as a standard for assessing different dimensions of services qualityIt has been shown to be valid for a number of service situations
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
Advantages are:It has been demonstrated to be reliableIt is parsimonious in that it only has 22 itemsIt has a standardized analysis procedure
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey has two parts:
1. Customer expectations
2. Customer perceptions
If we understand them both, we can assess the gap in these areas
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey has 22 questions:
Tangibles – Questions 1 – 4 Reliability – Questions 5 – 9 Responsiveness – Questions 10 – 13 Assurance – Questions 14 – 17 Empathy – Questions 18 – 22
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SERVQUAL Expectations Survey
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SERVQUAL Perceptions Survey
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis
Gaps in communication and understanding between employees and customers have a serious negative effect on the perceptions of service quality.
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis – Gap 1
Difference between actual customer expectations and management’s idea or perception of customer expectations
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis – Gap 2
Managers’ expectations of service quality may not match service quality
specifications
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis – Gap 3
Service delivery and
Service quality expectations
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis – Gap 4
Service delivery and
External communications to customers
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis – Gap 5
Expected service and
Perceived service
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis
The key to closing gap 5 is to first close gaps 1 through 4
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
The SERVQUAL survey is useful for gap analysis
By averaging the difference between Perception and expectation a two dimensional map can be created identifying strengths and weaknesses
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Strategic Quality PlanningDesigning Quality Services SERVQUAL
Two-Dimensional Differencing Plane
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Strategic Quality PlanningDesigning Quality Services Designing and improving the services transaction
One way to improve perceptions of quality …Improve the process of delivery of the service
Services Blueprinting Moments-of-truth Concept Poka-yoke
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Strategic Quality PlanningDesigning Quality Services Designing and improving the services transaction
Services Blueprinting
1. Identify processes
2. Isolate fail points
3. Establish a time frame
4. Analyze profits
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Strategic Quality PlanningDesigning Quality Services Designing and improving the services transaction
Services Blueprinting Example in a Hair Salon
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Strategic Quality PlanningDesigning Quality Services Designing and improving the services transaction
Moments-of-truth Concept Fail Points .. Moments of truth.
These are times at which the customer expects something to happen.
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Strategic Quality PlanningDesigning Quality Services Designing and improving the services transaction
Poka-yoke Fail safe devices Warning methods Physical contact methods Visual contact methods
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Strategic Quality PlanningDesigning Quality Services Designing and improving the services transaction
Poka-yoke Fail safe devices – “The Three T’s”
1. Tasks to be performed
2. Treatment provided to customer
3. Tangibles provided to customer
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP)
Tangibles that define the service Intangibles that make up the service
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Four stages of the service benefit
package…
1. Idea/concept generation
2. The definition of a service package
3. Process definition and selection
4. Facilities requirements definition
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
CBP Design Process
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Make sure the final CBP attributes you are using are the correct ones
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Evaluate the relative importance of each attribute in the customers mind
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Evaluate each attribute in terms of process and service encounter capability
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Figure out how to best segment the market and position CBP’s in each market
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Avoid CBP duplication and proliferation
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Bring each CBP, and associated process and service encounters, to market as quickly as possible. Use the CBP framework and final attributes to design facilities, processes, equipment, jobs, and service encounters.
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Customer benefits packages (CBP) Objectives…
Maximize customer satisfaction and profits.
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Strategic Quality PlanningDesigning Quality Services The Customer Benefits Package
Services Package Unique services package Selective services package Restricted services package Generic services package
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Strategic Quality PlanningDesigning Quality Services Service Transaction Analysis
Method of identifying service transactions and evaluating them from the customer’s perspective to determine if there is a gap between service design and what the customer perceives as the service
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
The government established a searchable list of 4,000 customer service standards for 570 federal departments and agencies
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
32 states have established quality award programs
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
Several factors driving this change:
People want and desire to do good work
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
Several factors driving this change:
Quality management is associated with improved employee satisfaction
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
Several factors driving this change:
Government leaders are mandating standards, strategic plans and new levels of performance
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
Several factors driving this change:
Demand for government services is growing at a faster rate than funding for them
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Strategic Quality PlanningDesigning Quality Services Improving Customer Service in Government
Several factors driving this change:
Threat of privatization in government has led to an improvement in service
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Strategic Quality PlanningDesigning Quality Services Quality in Health Care
Health care is facing the same “cost squeeze” that government is facing
A move to HMO’s is causing hospitals to streamline operations
There is increased diversity in health care
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Strategic Quality PlanningDesigning Quality Services Supply Chain Quality in Services
Bi-directional Services Supply Chain
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Strategic Quality PlanningDesigning Quality Services A theory for Service Quality Management
Proposition 1: Unified services theory Proposition 2: The unreliable supplier
dilemma Proposition 3: Capricious Labor Proposition 4. Everyone presumes to be
an expert
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Strategic Quality PlanningDesigning Quality Services Summary
Because services involve intangibles they are different from manufacturing
Lack of hard measures, statistical Quality Control techniques are not always successful
The bottom line is a satisfied customer
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.8- 56
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