服务质量测量servicequality.ppt

NewWaysofListeningtoLibraryUsers NewToolsforMeasuringServiceQuality A ParasuramanUniversityofMiamiWashington DCNovember4 2005 Defining Assessing andMeasuringServiceQuality AConceptualOverview A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 2 Multi Phase Multi Sector Multi YearProgramofResearchtoAddresstheFollowingIssues Howdocustomersperceiveandevaluateservicequality Whataremanagers perceptionsaboutservicequality Dodiscrepanciesexistbetweentheperceptionsofcustomersandthoseofmanagers Cancustomers andmanagers perceptionsbecombinedintoageneralmodelofservicequality Howcanserviceorganizationsimprovecustomerserviceandachieveexcellence A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 3 DeterminantsofPerceivedServiceQuality ExpectedService PerceivedService ServiceQualityGap PerceivedServiceQuality WordofMouth PersonalNeeds PastExperience ExternalCommunicationtoCustomers A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 4 A GAPS MODELOFSERVICEQUALITY Customers ServiceExpectations CUSTOMER SERVICEORGANIZATION Customers ServicePerceptions GAP5 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 5 POTENTIALCAUSESOFINTERNALSERVICEGAPS GAPS1 4 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 6 GAP1 CustomerExpectations KeyFactors InsufficientmarketingresearchInadequateuseofmarketingresearchLackofinteractionbetweenmanagementandcustomersInsufficientcommunicationbetweencontactemployeesandmanagers A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 7 GAP2 KeyFactors InadequatemanagementcommitmenttoservicequalityAbsenceofformalprocessforsettingservicequalitygoalsInadequatestandardizationoftasksPerceptionofinfeasibility thatcustomerexpectationscannotbemet ManagementPerceptionsofCustomerExpectations ServiceQualitySpecifications A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 8 GAP3 KeyFactors LackofteamworkPooremployee jobfitPoortechnology jobfitLackofperceivedcontrol contactpersonnel Inappropriateevaluation compensationsystemRoleconflictamongcontactemployeesRoleambiguityamongcontactemployees ServiceQualitySpecifications ServiceDelivery A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 9 GAP4 KeyFactors InadequatecommunicationbetweensalespeopleandoperationsInadequatecommunicationbetweenadvertisingandoperationsDifferencesinpoliciesandproceduresacrossbranchesordepartmentsPufferyinadvertising personalselling ServiceDelivery ExternalCommunicationstoCustomers A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 10 SUGGESTIONSFORCLOSINGINTERNALSERVICEGAPS GAPS1 4 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 11 SuggestionsforClosingtheMarketInformationGap ConductsystematicmarketingresearchMakeseniormanagersinteractwithcustomersMakeseniormanagersoccasionallyperformcustomer contactrolesEncourageupwardcommunicationfromcustomer contactemployees A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 12 SuggestionsforClosingtheServiceStandardsGap MakeablueprintoftheserviceandstandardizeasmanycomponentsofitaspossibleInstituteaformal ongoingprocessforsettingservicespecificationsEliminate perceptionofinfeasibility onthepartofseniormanagersMakeatruecommitmenttoimprovingservicequality A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 13 SuggestionsforClosingtheServicePerformanceGap InvestinongoingemployeetrainingSupportemployeeswithappropriatetechnologyandinformationsystemsGivecustomer contactemployeessufficientflexibilityReduceroleconflictandroleambiguityamongcustomer contactemployeesRecognizeandrewardemployeeswhodeliversuperiorservice A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 14 SuggestionsforClosingtheInternalCommunicationGap Facilitateeffectivehorizontalcommunicationacrossfunctionalareas e g marketingandoperations Haveconsistentcustomer relatedpoliciesandproceduresacrossbranchesordepartmentsResistthetemptationtopromisemorethantheorganizationcandeliver A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 15 ProcessModelforContinuousMeasurementandImprovementofServiceQuality Doyourcustomersperceiveyourofferingsasmeetingorexceedingtheirexpectations Doyouhaveanaccurateunderstandingofcustomers expectations Aretherespecificstandardsinplacetomeetcustomers expectations Doyourofferingsmeetorexceedthestandards Istheinformationcommunicatedtocustomersaboutyourofferingsaccurate Continuetomonitorcustomers expectationsandperceptions YES NO YES YES YES YES Takecorrectiveaction Takecorrectiveaction Takecorrectiveaction Takecorrectiveaction NO NO NO NO A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 16 SERVQUAL Development Refinement andEmpiricalFindings A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 17 DeterminantsofPerceivedServiceQuality DimensionsofServiceQuality1 Access2 Communication3 Competence4 Courtesy5 Credibility6 Reliability7 Responsiveness8 Security9 Tangibles10 Understanding KnowingtheCustomer ExpectedService PerceivedService ServiceQualityGap PerceivedServiceQuality WordofMouth PersonalNeeds PastExperience ExternalCommunicationtoCustomers A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 18 CorrespondencebetweenSERVQUALDimensionsandOriginalTenDimensionsforEvaluatingServiceQuality OriginalTenDimensionsforEvaluatingServiceQuality TANGIBLESRELIABILITYRESPONSIVENESSCOMPETENCECOURTESYCREDIBILITYSECURITYACCESSCOMMUNICATIONUNDERSTANDING KNOWINGTHECUSTOMER TANGIBLESRELIABILITYRESPONSIVENESSASSURANCEEMPATHY SERVQUALDimensions A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 19 DefinitionsoftheSERVQUALDimensions Tangibles Appearanceofphysicalfacilities equipment personnel andcommunicationmaterials Reliability Abilitytoperformthepromisedservicedependablyandaccurately Responsiveness Willingnesstohelpcustomersandprovidepromptservice Assurance Knowledgeandcourtesyofemployeesandtheirabilitytoinspiretrustandconfidence Empathy Caring individualizedattentionthefirmprovidesitscustomers A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 20 RelativeImportanceofServiceDimensionsWhenRespondentsAllocate100Points Study1 TANGIBLES11 EMPATHY16 RELIABILITY32 ASSURANCE19 RESPONSIVENESS22 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 21 RelativeImportanceofServiceQualityDimensions Study2 MeanNumberofPointsAllocatedoutof100Points 37 9 13 18 23 ComputerManufacturer AllCompanies RetailChain AutoInsurer LifeInsurer Reliability Responsiveness Assurance Empathy Tangibles A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 22 1 00 0 00 1 00 2 00 Tangibles Reliability Responsive ness Assurance Empathy MeanSERVQUALScoresbyServiceDimension Study1 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 23 NatureofServiceExpectations DesiredService ZoneofTolerance AdequateService LevelCustomersBelieveCanandShouldBeDelivered MinimumLevelCustomersAreWillingtoAccept A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 24 MeasureofServiceAdequacy MSA MeasureofServiceSuperiority MSS PerceivedService PerceivedService AdequateService DesiredService TheTwoLevelsofExpectationsImplyTwoCorrespondingMeasuresofGAP5 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 25 TWOAPPROACHESFORMEASURINGMSAANDMSS Two ColumnFormatQuestionnaireDirectmeasuresofMSAandMSSThree ColumnFormatQuestionnaireDifference scoremeasuresofMSAandMSS A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 26 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 27 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 28 MeasurementError PercentofRespondentsAnsweringIncorrectly TypeofCompany A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 29 MeanServiceQualityScores CombinedAcrossAllCompanies SERVQUALDimensions A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 30 RevisedSERVQUALItemsReliability1 Providingservicesaspromised2 Dependabilityinhandlingcustomers serviceproblems3 Performingservicesrightthefirsttime4 Providingservicesatthepromisedtime5 Keepingcustomersinformedaboutwhenserviceswillbeperformed Responsiveness6 Promptservicetocustomers7 Willingnesstohelpcustomers8 Readinesstorespondtocustomers requests Assurance9 Employeeswhoinstillconfidenceincustomers10 Makingcustomersfeelsafeintheirtransactions11 Employeeswhoareconsistentlycourteous12 Employeeswhohavetheknowledgetoanswercustomerquestions Empathy13 Givingcustomersindividualattention14 Employeeswhodealwithcustomersinacaringfashion15 Havingthecustomer sbestinterestatheart16 Employeeswhounderstandtheneedsoftheircustomers Tangibles17 Modernequipment18 Visuallyappealingfacilities19 Employeeswhohaveaneat professionalappearance20 Visuallyappealingmaterialsassociatedwiththeservice21 Convenientbusinesshours A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 31 ServiceQualityPerceptionsRelativetoZonesofTolerancebyDimensionComputerManufacturer 0 1 2 3 4 5 6 7 8 9 Reliability Responsiveness Assurance Empathy Tangibles ZoneofTolerance S Q Perception A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 32 ServiceQualityPerceptionsRelativetoZonesofTolerancebyDimensionComputerManufacturer 0 1 2 3 4 5 6 7 8 9 Reliability Responsiveness Assurance Empathy Tangibles ZoneofTolerance S Q Perception A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 33 ServiceQualityPerceptionsRelativetoZonesofTolerancebyDimensionOn LineServices 0 1 2 3 4 5 6 7 8 9 Reliability Responsiveness Assurance Empathy Tangibles ZoneofTolerance S Q Perception 6 8 7 0 6 7 6 7 7 0 7 0 8 3 8 4 6 8 8 4 6 8 8 3 5 7 7 5 6 8 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 34 ServiceQualityPerceptionsRelativetoZonesofTolerancebyDimensionTech SupportServices 0 1 2 3 4 5 6 7 8 9 Reliability Responsiveness Assurance Empathy ZoneofTolerance S Q Perception 8 5 6 9 8 4 6 1 6 6 6 7 8 1 6 4 6 3 8 3 6 3 6 8 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 35 LIBQUAL AnAdaptationofSERVQUAL 36 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission AssociationofResearchLibraries WashingtonDC 2003 MULTIPLEMETHODSOFLISTENINGTOCUSTOMERS Transactionalsurveys MysteryshoppingNew declining andlost customersurveysFocusgroupinterviewsCustomeradvisorypanelsServicereviewsCustomercomplaint comment andinquirycaptureTotalmarketsurveys EmployeefieldreportingEmployeesurveysServiceoperatingdatacapture ASERVQUAL typeinstrumentismostsuitableforthesemethods A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 37 TheRoleOfTechnologyInServiceDelivery ElectronicServiceQuality e SQ andTechnologyReadiness TR A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 38 Technology sGrowingRoleinMarketingtoandServingCustomers PyramidModel Company Employees Customers Technology InternalMarketing InteractiveMarketing ExternalMarketing A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 39 OngoingResearchone ServiceQuality ConceptualFrameworkandPreliminaryFindings A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 40 ResearchPhasesandQuestions PHASE1 WhatisgoodserviceontheWeb Whataretheunderlyingdimensionsofsuperiorelectronicservicequality e SQ Howcane SQbeconceptualized PHASE2 Howdothesedimensionscomparetothoseoftraditionalservicequality Howcane SQbemeasuredandtherebyassessed A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 41 Definitionofe ServiceQuality e SQ e SQistheextenttowhichaWebsitefacilitatesefficientandeffectiveshopping purchasinganddeliveryofproductsandservices A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 42 Dimensionsofe ServiceQualityfromFocusGroups AccessEaseofNavigationEfficiencyCustomization PersonalizationSecurity Privacy ResponsivenessAssurance TrustPriceKnowledgeSiteAestheticsReliabilityFlexibility A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 43 Reliability SAMPLEATTRIBUTESSitedoesnotcrashAccuratebillingAccuracyoforderAccuracyofaccountinformationHavingitemsinstockTruthfulinformationMerchandisearrivesontime DEFINITIONCorrecttechnicalfunctioningofthesiteandtheaccuracyofservicepromises billingandproductinformation A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 44 Efficiency SAMPLEATTRIBUTESSiteiswellorganizedSiteissimpletouseSiteprovidesinformationinreasonablechunksSiteallowsmetoclickformoreinformationifIneedit DEFINITIONThesiteissimpletouse structuredproperly andrequiresaminimumofinformationtobeinputbythecustomer A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 45 Means EndModel A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 46 Means EndModelofe ServiceQuality A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 47 Perceivede ServiceQuality Security Privacy PriceKnowledge Assurance Trust Responsive ness SiteAesthetics Reliability Flexibility Efficiency EaseofNavigation Personali zation Access Dimensions Higher LevelAbstractions PerceptualAttributes ConcreteCues A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 48 Means EndModelofe ServiceQuality PerceivedValue PerceivedConvenience PerceivedControl Perceivede ServiceQuality PerceivedPrice Dimensions Higher LevelAbstractions PerceptualAttributes ConcreteCues Behaviors A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 49 50 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission Dimensionsofe SQ CoreDimensions E S QUAL EfficiencyFulfillmentSystemAvailabilityPrivacy RecoveryDimensions E RecS QUAL ResponsivenessCompensationContact Source Parasuraman Zeithaml andMalhotra E S QUAL AMultiple ItemScaleforAssessingElectronicServiceQuality JournalofServiceResearch February2005 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 51 Definitionsofe SQDimensionsE S QUALDimensionsEfficiency Theeaseandspeedofaccessingandusingthesite Fulfillment Theextenttowhichthesite spromisesaboutorderdeliveryanditemavailabilityarefulfilled SystemAvailability Thecorrecttechnicalfunctioningofthesite Privacy Thedegreetowhichthesiteissafeandprotectscustomerinformation E RecS QUALDimensionsResponsiveness Effectivehandlingofproblemsandreturnsthroughthesite Compensation Thedegreetowhichthesitecompensatescustomersforproblems Contact Theavailabilityofassistancethroughtelephoneandonlinerepresentatives Source Parasuraman Zeithaml andMalhotra E S QUAL AMultiple ItemScaleforAssessingElectronicServiceQuality JournalofServiceResearch February2005 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 52 AnImportantImplicationofthePyramidModel Anorganization sabilitytousetechnologyeffectivelyinmarketingtoandservingcustomerscriticallydependsonthetechnologyreadinessofitscustomersandemployees A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 53 WhatisTechnologyReadiness TR TRrefersto people spropensitytoembraceandusenewtechnologiesforaccomplishinggoalsinhomelifeandatwork A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 54 MultinationalResearchStudiesonTechnologyReadiness Beganin1997intheUSAandstillongoingBeingconductedincollaborationwithCharlesColby President RockbridgeAssociatesHavethusfarinvolvedseveralqualitativeandquantitativestudiesCompletedstudiesincludethree NationalTechnologyReadinessSurveys intheUSA NTRS1999 2000 2001 2002and2004 NationalstudiesalsohavebeendoneorareunderwayinAustria Chile Germany SingaporeandSweden A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 55 KeyInsightsfromQualitativeResearchStudies TRdoesn tjustrefertopossessingtechnicalskills TRismuchmoreafunctionofpeople sbeliefsandfeelingsabouttechnologyPeople sbeliefscanbepositiveaboutsomeaspectsoftechnologybutnegativeaboutotheraspectsTherelativestrengthsoftheofpositiveandnegativebeliefsdetermineaperson sreceptivitytotechnology A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission Technology BeliefsContinuum 57 A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission LinkbetweenTechnologyBeliefsandTechnologyReadiness High ReceptivetoTechnology Neutral ResistanttoTechnology Low Medium TechnologyReadiness Technology BeliefsContinuum A Parasuraman UniversityofMiami nottobereproducedordisseminatedwithouttheauthor spermission 58 QuantitativeSurveyMethodology EachNTRSintheU S includedarandomsampleofadults 1000respondents1999 2000and500respondentsin2001 2002 2004Datacollectedviacomputer assistedtelephoneinterviewingSurveyincludedquestionsabouttechnologybeliefs demog