服务管理Chap006_li.ppt

Chapter 06Service Quality Learning Objectives Describe and illustrate the five dimensions of service quality. Use the service quality gap model to diagnose quality problems. Describe how the SERVQUAL survey instrument is used to measure gaps in a service firm’s quality. Illustrate how service package, Taguchi methods and poka-yoke methods are applied to quality design in services. Construct a “house of quality” as part of a quality function deployment project. Perform a walk-through audit (WtA) Construct a statistical process control chart. Develop unconditional service guarantees. Discuss the concept of a service recovery. Dimensions of Service Quality Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day. Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason. Dimensions of Service Quality Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. Empathy: Ability to be approachable. Example: being a good listener. Tangibles: Physical facilities and facilitating goods. Example: cleanliness. Perceived Service Quality Service Quality Gap Model Service Quality Gap Model Service Quality Gap Model Service Quality Gap Model Service Quality Gap Model Service Quality Gap Model SERVAQUAL SERVQUAL or RATER is a service quality framework. SERVQUAL was developed in the mid eighties by Zeithaml, Parasuraman Berry. SERVQUAL was originally measured on 10 aspects of service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding or knowing the customer and tangibles. It measures the gap between customer expectations and experience. By the early nineties the authors had refined the model to the useful acronym RATER: Reliability，Assurance，Tangibles，Empathy, and Responsiveness. SERVAQUAL Nyeck, Morales, Ladhari, and Pons (2002) state