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Quality of Services
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Quality of Services - A Basic Model Oral communication
Personal needs
Experiences
Communication (outside)
Expected service Dimensions of quality of services Experienced service
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Experienced quality of expected service
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Quality Criteria of A Customer 1. Reliability: things are done correctly, timetables are kept etc. 2. Physical resources: rooms, machines, equipments etc. 3. Willingness to serve: ready to serve, quickness 4. Expertise 5. Courtesy: friendly, respectful personnel 6. Reliability: image, consistency, accuracy 7. Security: physical, economical risk 8. Access: easiness to access at convenient times, waiting times 9. Communication: easiness to understand 10. Understanding the customer: special needs and wishes
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Measuring Service Quality
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Measuring Service Quality “Objective”
Quality standards
“Subjective” Qualitative “story”
Estimation based on qualities
Interviews
“Normal”
Complaints Critical
episodes
“Customer “Mystery
juries”
inquiry (service is measured by scale) Picking
up problematic situations
SERVQUAL
shopper”
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- type scale
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The Model of Service Quality by Davis
High
Effectiveness = the lowest acceptable value
Area wanted by a customer
Area of service quality
Area wanted Not-wanted by a producer area Low Efficiency = the highest acceptable value
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Quality management of a service company A. Idea of Management
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of quality of service and decisions of quality
B. Idea of Contact Persons of quality of service and ability to act according to quality decisions Marketing
Expected quality
Service production
Measures of Quality Control
Estimation
Experienced quality
C. Customers’ view on quality of service
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Vicious Circle
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Economical problems or tightening competition Weakening of company image
Decisions concerning in-company effectiveness
Dissatisfied customers Weakening of quality of service Increasing traditional marketing
Weakening of quality of service
Dissatisfied customers Minor savings in costs Weakening of atmosphere inside a company
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