quiz 2 (chapter 6+7) Flashcards
(40 cards)
whats chapter 6 about
service quality
what is quality?
quality is what the customer deems to be good or bad.
how does one differentiates oneself?
through value
define service quality,, whats the survey instrument that measures service quality, for services when is the assessment of quality made?
-a complex topic
-includes 5 dimensions (RATER)
-these 5 dimensions are used to introduce the concept of a service quality gap
-SERVQUAL measures service quality, which is based on implementing the service quality gap concept(servqual:A customer survey instrument used to measure service quality gaps.)
- the assessment of quality is made during the service delivery process
whats the Moment of Truth
1st interaction your employee has with a customer. They represent as you to a customer
Service recovery is you will lose customers, but its cheaper to keep customer than gain customer, if u do lose recover that customer(email,rewards)
-Each customer contact is referred to as a moment of truth, an opportunity to satisfy or dissatisfy the customer.
define the concept of SPC, who created it? what’s spc (his example and definition)
- its a statistical process control
-Statistical process control:The use of a control chart to monitor a process performance measure that signals when intervention is needed. - its used to monitor variation in service performance metrics and signal when intervention is necessary
(u want to control a critical variable of your process), u chart it and see trends and if its increasing something is wrong(ex: high time fries are frying), its used to control variation of critical control
-deming created it!
-( graph white board chart of his weight/weight v week days)
-statistical process control: the use of a control chart to monitor process performance measure that signals when intervention is needed.
-“Statistical process control is the use of a control chart to monitor a process performance measure that signals when intervention is needed. A visual display called a control chart is used to plot average values of a measure of performance (e.g., ambulance response time) over time to determine if the process remains in control (i.e., the performance mean and variance have not changed).”
what introduces the service quality gap,what measures service quality
- RATER dimensions introduce this concept of service quality gap
-this gap is based on the difference between a customer’s expectations of a service and the perceptions of the service that is delivered
–SERVQUAL measures service quality, which is based on implementing the service quality gap concept
(servqual:A customer survey instrument used to measure service quality gaps.)
whats a walk through audit ; whats its purpose->focus->process-features?
what’s recommended to use no matter the size in service? what does a auditor look at and why? how should a service delivery system conform to? why are auditors useful? and from who’s pov should a detailed audit be created for?
Walk-through audit: A process-oriented survey given to customers, employees, and managers to evaluate the perception of the customer service experience.
-its a customer satisfaction survey instrument
-its built on the premise that each customer is a participant in the service process
- purpose: to conduct a systematic assessment of the entire customer service from beginning to end
-focus: to measure customer perceptions of effectiveness of each stage of service delivery process
-process: flowchart the service delivery process from customers POV, design test and administer questionaire to a sample f customers management personnel and customers at benchmark orgs, summarize and analyze survey results with emphasis on low rating relative to benchmark firms and gaps between management and customers, determine deficiencies and implement improvements, repeat
-features:questionaire completed by customers during or after service,comprehensive audit of customers total service experience of service package, its conducted by a operations person,emphasis is placed on the customers evaluation of each stage of service delivery process
-a walkthrough audit is an opportunity to evaluate the service experience and its gaps from a customer’s POV cuz employees might overlook cues.
Depending on size of service, always use a 3rd party to manage it. this is because service managers lose sensitivity due to familiarity.
Auditor should look at it in the eyes of customer (which is why its better to have a 3rd eye)
Important for quality standards
- Service delivery system should conform to customer
expectations. - Customer impression of service influenced by use of all
senses. - Service managers lose sensitivity due
to familiarity. - Need detailed service audit from a customer’s perspective.
what are the 5 dimensions of service quality? what are the 5 dimensions for?
- (RATER)
-these 5 dimensions are used to introduce the concept of a service quality gap
-these dimensions are used by customers to judge service quality
-customers use these to form their judgements of service quality, which are based on comparing the expected vs perceived service.
RATER:
- Reliability:Perform promised service dependably and
accurately. Example: receive mail at same time each
“Reliability relates to the ability to perform the promised service both dependably and accurately. Reliable service performance is a customer expectation and means that the service is accomplished on time, in the same manner, and without errors every time. For example, consider your expectation of a pizza delivered to your home. Reliability also extends into the back office, where accuracy in record keeping and billing is expected.”
-Assurance:Ability to convey trust and confidence.
Example: being polite and showing respect for customer.
“Assurance relates to the knowledge and courtesy of employees as well as their ability to convey trust and confidence. The assurance dimension includes the following features: competence to perform the service, politeness and respect for the customer, effective communication with the customer, and the general attitude that the server has the customer’s best interests at heart.”
-Tangibles:Physical facilities and facilitating goods.condition of physical surroundings
Example: cleanliness. cleanliness, his rule of thumb, he goes to look at restrooms to see if they’re well maintained
“Tangibles relates to the appearance of physical facilities, equipment, personnel, and communication materials. The condition of the physical surroundings (e.g., cleanliness) is tangible evidence of the care and attention to detail that are exhibited by the service provider. This assessment dimension also can extend to the conduct of other customers in the service (e.g., a noisy guest in the next room at a hotel).”
-Empathy:Ability to be approachable. Example: being a good listener. bill clinton”i feel your pain” - he would always say that to try to be empathetic. As a employee show empathy
” Empathy relates to the provision of caring for and individualized attention to customers. Empathy includes the following features: approachability, sensitivity, and effort to understand the customer’s needs. One example of empathy is the ability of an airline gate attendant to make a customer’s missed connection the attendant’s own problem and to find a solution.”
-Responsiveness:Willingness to help customers promptly.Example: avoid keeping customers waiting for no apparent
reason.
:Responsiveness relates to the willingness to help customers and to provide prompt service. Keeping customers waiting, particularly for no apparent reason, creates unnecessary negative perceptions of quality. If a service failure occurs, the ability to recover quickly and with professionalism can create very positive perceptions of quality. For example, serving complimentary drinks on a delayed flight can turn a potentially poor customer experience into one that is remembered favorably.*”
how is quality service design built (3) whats the question asked?
how can quality be designed into a service?-1. incorporation of quality in the service package (example: hotel’s supporting facility, information, facilitating goods, supporting facility, explicit services and implicit services)
- Poka-Yoke (failsafing)
- Quality function deployment
-ideally the design quality is built to not have service failures which is what leads to customer satisfaction.
describe poka yoke
A “foolproof” device or checklist to assist employees in avoiding a mistake.
- this concept is applied to the design of service delivery systems
- its also #2 in how quality can be created in a service design
-Poka-yoke methods use checklists or manual devices that do not let the employee make a mistake.
- this method addresses service errors that can originate from either server or customer
server errors
ask: Doing work incorrectly
Treatment: Failure to listen
to customer
Tangible: Failure to wear
clean uniform
customer errors
Preparation: Failure to bring
necessary materials
Encounter: Failure to follow
system flow
Resolution: Failure to signal
service failure
google answer”Poka-yoke focuses on designing processes and systems in a way that prevents errors from occurring in the first place or, if they do occur, makes them immediately detectable”
unconditional service guaranteed, what are 5 important features used to make it effective?
-Unconditional service guarantee: A service warranty that provides a customer focus for the firm.
-However, service failures do occur and the use of an unconditional service guarantee might be offered as the equivalent of a product warranty.
-warranty to guarantee its performance is expected can’t be done with services but it’s made by businesses to say their service is superior/ marketing appeal/sets quality standards
features: unconditional, easy to understand, meaningful, easy to invoke, easy to collect
whats customer satisfaction within a service, what 2 things are compared?what 3 things customer expectation in the first place?
Customer satisfaction with a service can be defined by comparing expectations of service desired with perceptions of service received. When expectations are exceeded, service is perceived to be of exceptional quality—and also to be a pleasant surprise. When expectations are confirmed by perceived service, quality is satisfactory.
When expectations are not met, however, service quality is deemed unacceptable.
As shown in Figure 6.1, these expectations are based on several sources, including word of mouth, personal needs, and past experience.
customer feedback and word of mouth:
a dissatisfied customer will tell 10-20 ppl, meanwhile 5 ppl f theyre satisfied
If u dont satisfy they may talk bad about u. Customers are always right, treat customers royally, its more expensive to get new customer than keep them
whats chapter 7 about
process improvement
whats process
step by step system to accomplish something
how do u measure improvement?
measuring time, reducing resources used also is improvement
Ex: starbucks is cutting their menu, got rid of 20%. Innout is known to have a basic menu
whats customer satisfaction
delighting customer, making sure what they receive is what they ordered. Always satisfy your customer
whats management by facts
see reality as it is, dont fool yourself. (ex:general electric obtained alot of financial records. See reality as it is and not as what u like it to be. Are u losing customers, are ur suppliers demanding more, are sales declining, dont sugarcoat it)
Facts are unshakable. Face the facts. If ur losing customer and not making money face it. Why are ur employees leaving? Maybe a poorly trained supervisor that doesnt respect employees so u need to face the issues
whats Plan Do Check Act ( PDCA ) cycle? what are its 4 steps
-demings approach is represented by a wheel. it has 4 steps
1. Plan:select and analyze the problem
2Do:implement the solution
3.check:the results of the change
4.act: to standardize the solution and reflect on the learning
These 4 steps are called the PDCA cycle
-The circle is moving up and moving clockwise
-As it rises, quality will improve overtime
-U solve it by bringing people together and do it and see if it actually works
-if u have a problem plan, plan it execute do it execute to increase quality
-a plan do check diagram: y-quality, wheel is moving clockwise up, y and x axis, direction of the wheel, clockwise
PDCA cycle: A process of continuous improvement consisting of four steps: plan, do, check, and act.
whats a quality guru
expert in their particular field( michael porter, deming, juran,taguchi,isgikawa)
whats Benchmarking? what are the 5 steps of benchmarking process?
Benchmarking The practice of comparing one’s performance with that of other firms that are known as “best in class.”
comparative analysis; u learn from the best and taking the best and applying it to the process/service . u are copying and assimilating to apply to your own business.
Concept is u bench mark the best performers in any industry
-adopting/copying the best practices (can be a competitor or the expert)
-example: fedex has reputation for a consistent overnight delivery, nordstrom have attentive salespersons
5 steps:
(1) select a critical process that needs improvement; (2) identify an organization that excels in the process; (3) contact the benchmark firm, make a visit, and study the process; (4) analyze the findings; and (5) improve your process accordingly.
whats a pareto chart? how is it used? Hes only going to ask about the top 3 errors;Define pareto chart and physical walking pareto, lay it out
Pareto chart Presents problems in a bar graph by their relative frequency in descending order.
A Pareto chart orders problems by their relative frequency in a descending bar graph to focus efforts on the problem that offers the greatest potential improvement.
-Pareto used histograms to identify mistakes
-Only work at top 3
-Control systems are essentials
-he said he would have quality people to physically lay out the top3 errors on the floor and brought his staff to all look at the errors.
-80/20 rule;80 percent of a retailer’s sales are generated by 20 percent of the customers
physical pareto:
Lay out the problem, why are the watches not being assembled
Laying out the problems to designated teams to solve it. If problem cant be seen , u need a bigger team
a histogram
Whats baldrige national quality award?:whats ISO 9001 and its 3 component cycle?
fr edward deming after ww2 the US govt sent him to japan to rebuild japan. He taught the japanese spc. US companies or unis compete to win quality standard
ISO 9001: ISO 9001 An international program that certifies a firm as having a quality management system to ensure consistent output quality.generic guidelines, requirement for doing business in many industries. “say what you do and do what you say”.
3: planning,controlling,documentation
