MKTG470_Chapter 14 - Chapter14: ;productivity productivity,

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Chapter 14: Service Quality and Productivity Quality and productivity both create value Quality focuses on benefits; productivity  addresses financial costs More efficient service processes increase  productivity, but may not result in better quality Increasing quality may result in inefficiencies and  increase costs Marketing, operations and HR managers  need to work together for quality and  productivity improvement
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Transcendent: User-based: Value-based: Quality = Excellence. Recognized only through experience Quality lies in the eyes of the beholder Quality is a trade-off between price and value Manufacturing- based: Quality is in conformance to the firm’s developed specifications Different Perspectives of Service Quality
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Dimensions of Quality: Service-based Tangibles Reliability dependable accurate Responsiveness prompt helpful Assurance competence courtesy credibility security Empathy access communication understanding of customer
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Six Service Quality Gaps Customer experience relative to expectations 1. Knowledge Gap 2. Policy Gap 3. Delivery Gap 5. Perception Gap 6. Service Quality Gap Customer needs and expectations 4. Communications Gap 4. Communi- cations Gap MANAGEMENT CUSTOMER Customer perceptions of service execution Management definition of these needs Translation into design/delivery specs Execution of design/delivery specs Advertising and sales promises Customer interpretation of communications
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Prescriptions for Closing the Six Service Quality Gaps 1. Knowledge gap:  Learn what customers expect Understand customer expectations  Improve communication between frontline staff and  management Utilize feedback, have customers “reach” management 1. Policy gap:  Specify service quality standards  that reflect expectations Design with the customer in mind Communicate, and reinforce customer-oriented service  standards for all work units Have management and operations meet
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Prescriptions for Closing the Six Service Quality Gaps 3. Delivery gap:  Ensure service performance  meets standards Clarify employee roles Select and train employees well Measure/reward employees Select technology/equipment well  3. Communications gap:  Ensure that promises  are realistic and understood Seek frontline input before communicating Test communications on customers Have marketing, management & operations meet
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