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DESIGNING AND
MANAGING SERVICES
HOW CAN WE IMPROVE SERVICE QUALITY ?
FACTORS LEADING TO CUSTOMER SWITCHING
BEHAVIOUR1. PRICING2. INCONVENIENCE3. CORE SERVICE FAILURE4. SERVICE ENCOUNTER
FAILURES5. RESPONSE TO SERVICE
FAILURE6. COMPETITION7. ETHICAL PROBLEMS8. INVOLUNTARY
SWITCHING
MANAGING CUSTOMER EXPECTATION
SERVICE –QUALITY MODEL
5 DETERMINANTS OF SERVICE QUALITY
1. RELIABILITY
2. RESPONSIVENESS
3. ASSURANCE
4. EMPATHY
5. TANGIBLES
TESTS OF DYNAMIC PROCESS
MODEL REVEALS THAT 2
DIFFERENT TYPE OF
EXPECTATIONS HAVE OPPOSITE
EFFECT ON PERCEPTION ON
SERVICE QUALITY
1. INCREASING CUSTOMER
EXPECTATION OF WHAT THE FIRM WILL DELIVER CAN LEAD TO IMPROVED
PERCEPTIONS OF OVERALL SERVICE QUALITY…
2. DECREASING CUSTOMER EXPECTATIONS OF WHAT THE FIRM
SHOULD DELIVER CAN ALSO LEAD TO IMPROVED PERCEPTIONS OF OVERALL
SERVICE QUALITY…
INCORPORATING SELF-SERVICE
TECHNOLOGIES (SSTs)
“TO THE TRADITIONAL VENDING MACHINES WE CAN ADD
AUTOMATED TELLER MACHINES , SELF-PUMPING AT GAS STATIONS
INVESTMENT TRADING AND CUSTOMIZATION OF PRODUCTS AS A PART OF INCORPORATING
SSTs”
CREATED BY ELDHOSE ALIAS , MEC ERNAKULAM ,DURING AN INTERNSHIP BY PROF . SAMEER MATHUR , IIM LUCKNOW
www.IIMInternship.com