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You can hire me. Writing for Native Students. The following table defines five dimensions that customers use when evaluating the importance of service quality. They are tangibles, reliability, responsiveness, assurance, and empathy. Tools or equipment used to provide the service A clean and professional looking office. The equipment used in a medical examination Reliability: Consistency and dependability in performing the service Accuracy of billing or record keeping.
An airline flight departing and arriving on time Responsiveness: Willingness or readiness of employees to provide the service Returning customer phone calls. Handling urgent requests A waiter re-filling a customer's glass of wine without being asked. An ambulance arriving within three minutes Assurance: Personal characteristics of employees A highly trained financial adviser. A doctor's bedside manner Empathy: Caring and individual attention provided by employees Listening to customer needs.
Also access with regard to approachability and ease of contact from the customer is of importance to issues that may be raised by the customer. A store employee listening to and trying to understand a customer's complaint. A nurse counselling a heart patient Source: Adapted from Leonard L. Berry and Parasuraman, Marketing Services: Competing Through Quality New York: Of the five, reliability is the most important in determining customer evaluations of service quality.
Services managers pay a great deal of attention to the tangibles dimension of service quality. Tangible attributes, or search qualities, such as the appearance of facilities and employees, are often the only aspects of a service that can be viewed before purchases and consumption.
Therefore, service managers must ensure that these tangible elements are consistent with the overall image of the service product. Except for the tangibles dimension, the criteria that customers use to judge service quality are intangible. For instance, how does a customer judge reliability?
Since dimensions such as reliability cannot be examined with the sense, consumers must rely on other ways of judging service criteria.
One of the most important factors in customer judgements of service quality is service expectations. These are influenced by past experiences with the service, word-of-mouth communication from other customers and the service company's own advertising.
For example, customers are usually eager to try a new restaurant, especially when friends recommend it. These same customers may have also seen advertisements placed by the restaurant.
As a result, these customers have an idea of what to expect when they visit the restaurant for the first time. When they finally eat out at the restaurant, the quality they experience will change the expectations they have for their next visit and their own comments to friends and colleagues. This is the major reason why providing consistent high service quality is important.
If the quality of a restaurant, or any services, begins to deteriorate, customers will alter their own expectations and word-of-mouth communication to others accordingly. If an organisation cannot at least meet its customers' expectations it will struggle.
Ideally, an organisation should exceed its customers' expectations, thereby, maximising the satisfaction of its customers, and also the credibility of its goods and services in the eyes of its customers.
Customers' normally become delighted when a supplier under-promises and over-delivers. To over-promise and under-deliver is a recipe for customers to become dissatisfied. Providing high quality service on a consistent basis is very difficult. All consumers have experienced examples of poor service: Obviously, it is impossible for a service organisation to ensure exceptional service quality percent of the time. However, there are many steps that an organisation can take to increase the likelihood of providing high quality service.
The four factors which a service company needs to understand in order to met customer expectations are: Providers need to understand customer expectations when designing a service to meet or exceed those expectations. Only then can they deliver good service. Customers usually have two levels of expectations, which could be said to be desired and acceptable.
The desired level of expectations is what the customer really wants. If this level of expectations is provided, the customer would be very satisfied.
The acceptable level is viewed as a reasonable level of performance that the customer considers as being adequate. The difference between these two levels of expectations is called the customer's zone of tolerance. Service companies sometimes use marketing research, such as surveys and focus groups, as a means of discovering customer needs and expectations. Other service managers, especially restaurants, use comment cards, on which customers can complain or provide suggestions.
Another approach is to ask employees. Because customer contact employees interact daily with customers, they are in a good position to know what customers want from the company. Service managers should regularly interact with their employees by asking their opinions on how to best serve customers. Once an organisation understands its customers' needs, it must establish goals to help ensure good service delivery. These goals, or service specifications, are typically set in terms of employee or machine performance.
For example, a bank may require its employees to conform to a dress code. Likewise, the bank may require that all incoming phone calls be answered by the third ring.
Specifications like these can be very important in providing quality service as long as they are tied to the needs expressed by customers. It is a well-known fact that today you may choose from a great variety of academic writing services. Some of them offer extra cheap price rates to attract more customers. However, it is not recommended choosing such services because, in general, they have cheap rates but low quality papers.
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Service Quality Essay The Importance of Service Quality and the Evaluation of Meeting Customer Expectations. INTRODUCTION. Customer research literature traditionally agrees that service quality is a measure of how well the service level delivered matches customer expectations.
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