The quality of service (SQ) , in its contemporary conceptualization, is the perceived comparison of expectations (E) of services with perceived performance (P), resulting in the SQ = P-E equation. The conceptualization of the quality of this service starts from the disconfirmation-denial paradigm.
Businesses with high-quality services will meet or exceed customer expectations while remaining economically competitive. Evidence from empirical studies indicates that improving service quality improves long-term profitability and economic competitiveness. Improved service quality can be achieved by improving operational processes; identify problems quickly and systematically; establish a valid and reliable service performance measure and measure customer satisfaction and other performance results.
Video Service quality
Definisi
From a business administration point of view, service quality is an achievement in customer service. This reflects at each service meeting. Customers shape service expectations from past experience, word of mouth, and marketing communications. In general, customers compare perceived services with expected services, and which, if previously failed to reach the latter, customers will be disappointed.
For example, in the case of Taj Hotels Resorts and Palace, where TAJ is leaving the old world, a luxury brand in the five-star category, the umbrella branding undermines the TAJ brand image because even though different hotels like Vivanta by Taj - the four star category , Gateway in the three star category and Ginger two-star economic brand, positioned and categorized differently, customers still expect Taj's high quality.
The measurement of the subjective aspects of customer service depends on the suitability of expected benefits with perceived results. These take turns depending on customer expectations in terms of services they may receive and the ability of service providers and talents to present this expected service. Successful companies add benefits to their offerings that not only satisfy customers but also surprise and delight them. Pleasing customers is a matter of exceeding their expectations.
The prescribed objective criteria may not be achievable in practice, in which case, the possible outcomes can be achieved. Objective objectives may be poor, in subjective terms.
Quality of service can be attributed to potential services (eg, worker qualifications); service processes (eg speed of service) and service results (customer satisfaction).
Individual service quality represents the quality of the employee service differently from the perceived quality of the customer
Maps Service quality
Service quality dimension
Customer expectations of a particular service are determined by factors such as recommendations, personal needs, and past experience. Expected services and perceived services may sometimes not be the same, leaving a gap. The service quality model or 'GAP model' developed in 1985, highlights the key requirements for delivering high quality services. It identifies five 'gaps' that cause the delivery to fail. Customers generally have a tendency to compare the services they 'experience' with the services they expect. If experience does not match expectations, then a pause arises. Ten decisive factors that can influence the emergence of a gap are described by Parasuraman, Zeithaml and Berry. in the SERVQUAL model: reliability, responsiveness, competence, access, decency, communication, credibility, security, customer understanding and physical evidence.
Then, the deciding factor is reduced to five: physical evidence; reliability; responsiveness; service guarantees and empathy in what is called the RATER model.
Measuring the quality of service
Measuring service quality may involve subjective and objective processes. In both cases, often some aspects of customer satisfaction are being assessed. However, customer satisfaction is an indirect measure of service quality.
e-service quality: Next limit
Given the widespread use of the Internet and e-commerce, researchers are also trying to define and measure the quality of e-services. Parasuraman, Zeithaml, and Malhotra (2005, p.Ã, 5) define the quality of e-services as "the extent to which a website facilitates efficient, effective shopping, purchasing and delivery." Wolfinbarger and Gilly (2003, p.Ã, 183) define e-service quality as "the beginning to the end of the transaction including information search, website navigation, ordering, customer service interaction, delivery, and satisfaction with ordered products."
A recent paper examines research on e-service quality. The author identifies four dimensions of e-service quality: website design, fulfillment, customer service, and security and privacy.
Measuring the subjective elements of service quality
Subjective processes can be assessed in characteristics (valued as SERVQUAL method); in the incident (assessed in Critical Incident Theory) and in the issue (judged by the German term "Frequenz Relevanz Analyze") The most important and most widely used method of measuring the subjective elements of service quality is the Servqual method.
Measure the objective element of service quality
Objective processes can be divided into primary processes and secondary processes. During the main process, the customer is silent making the service test episode or normal service customer episode observed. In the secondary process, factors that can be calculated such as the number of customer complaints or the number of returned items are analyzed to make conclusions about the quality of the service.
Approach for improving service quality
In general, improvements in service design and delivery help achieve higher levels of service quality. For example, in service design, changes can be made in product design and service facilities. On the other hand, in service delivery, changes can occur in the service delivery process, the environment in which service delivery takes place and improvements in the interaction process between customers and service providers.
Various techniques can be used to make changes such as: Quality function deployment (QFD); failed; move visibility lines and accessibility lines; and blueprints.
Approach to improve service quality conformance
To ensure and improve the service 'quality conformity', that is, delivery services occur as designed, various methods are available. Some of these include Warranties; Mystery Shopping; Restore; Setting standards and measurements; Statistical process control and Customer engagement.
Service quality and customer satisfaction
The relationship between service quality and customer satisfaction has received much attention in the academic literature. The results of most studies have shown that service quality and customer satisfaction are independent but are closely related and an increase in one possibility will result in another improvement in the construct.
See also
- ISO 9001
- Quality Management
- Customer focus
- Service Marketing
- Mystery shopping
- Work quality
References
Source of the article : Wikipedia
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