Understanding Service Failure
Transcript of Understanding Service Failure
Understanding Service Failure
Learning Objectives
• To understand the Service Provider’s responsibility for managing service quality
• To understand the interdependence between marketing/sales, service delivery and the customer
• To understand some of the quality gaps that cause service failures
What is Service Failure?
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Expected Service
Above expectation (great service)
Below expectation (poor service)
Zone of Tolerance
Service Failure is the process of NOT keeping promises
Failed service
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Causes of Service Failure
The equipment
Actions (& inactions) of staffThe systems
The process
Actions of the customer
Actions of other customers
The facilities and environment
The expectations
The Service Provider needs to manage
these as well.
What Needs to be Managed?
The equipment
Actions (& inactions) of staffThe systems
The process
Actions of the customer
Actions of other customers
The facilities and environment
The expectations
If something can affect the service then the Service
Provider becomes responsible for managing it
The Service Provider needs to manage
these as well.
Managing CustomersWe limit their
choices
We restrict their movement
We tell them what to do
Managing Other CustomersWe make them
wait
We choose which customers to serve
The Promises Model
Basic Service Promises Model
CustomerService Provider
A Service consists of Two Things:
1. Someone making a promise (also known as a Sale)
2. Someone keeping a promise (also known as Delivery)
Delivering a Promise
Making a Promise
Normal Service Promises Model
Delivery Customer
Marketing/ Sales
Making Prom
ises
Keeping Promises
Service Provider
In a large organisation promises can be made and delivered by different groups
This can complicate things…
Keeping Promises
Making Prom
ises
“This is pest control, how may I help
you?”
Promises Model of Service Delivery
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping PromisesSource: Parasuraman, Zeithaml, Berry, SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality
The three groups are linked and interdependent
Service Delivery need to understand the service
and be able to provide it.
Service Failure: Understanding Gaps
Perceived service quality gap
Gaps Cause Service Failures
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping Promises
Market comms gap
Service delivery gap
Management perception gap
Quality specification gap
Management Perception Gap
Perceived service quality gap
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping Promises
Market comms gap
Service delivery gap
Management perception gap
Quality specification gap Management has an
inaccurate understanding of quality expectations
Quality Specification Gap
Perceived service quality gap
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping Promises
Market comms gap
Service delivery gap
Management perception gap
Quality specification gap Service quality specifications
do not match management expectations
Service Delivery Gap
Perceived service quality gap
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping Promises
Market comms gap
Service delivery gap
Management perception gap
Quality specification gap Quality specifications and
not met by service delivery
Market Communications Gap
Perceived service quality gap
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping Promises
Market comms gap
Service delivery gap
Management perception gap
Quality specification gap Messages from marketing
do not match the service experience
Perceived Service Quality Gap
Perceived service quality gap
Delivery Customers
Marketing/ Sales
Making Prom
ises
Enab
ling
Prom
ises
Keeping Promises
Market comms gap
Service delivery gap
Management perception gap
Quality specification gap The experienced service
does not match expected service
Final Word on Service Failure
• The Service Provider is responsible for managing the service – this includes managing the customer
• Gaps in the interactions between the groups create service failures
• Once a service failure occurs, the service provider needs to initiate a service recovery process