Essay about service quality

The following table defines five dimensions that customers use when evaluating the importance of service quality.


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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.


  • 1.2 Importance of Service quality?
  • The Importance of Service Quality and the Evaluation of Meeting Customer Expectations.?
  • 2.1 Introduction:.
  • Sources Used in Document:.
  • Customer Satisfaction: Free Essay Sample & Outline.
  • Handling urgent requests A waiter re-filling a customer's glass of wine without being asked. 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. 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.

    Customer Satisfaction And Service Quality Essay

    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.

    An impact of service quality on customer satisfaction: [Essay Example], words GradesFixer

    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.

    Service Quality And Its Importance Marketing Essay

    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: long checkout lines in a supermarket, late airline departures and arrivals, inattentive waiters in a restaurant, or rude bank employees.

    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: understanding customer expectations, service quality specifications, employee performance, and managing service expectations.

    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.

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    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.

    The most critical aspect of service quality specifications is managers' commitment to service quality. Service managers who are committed to quality become role models for all employees in the organisation. Such commitment motivates customer contact employees to comply with service specifications. It is also crucial that all managers within the organisation embrace this commitment, especially front line managers, who are much closer to customers than higher level managers.

    Once an organisation sets service quality standards and managers are committed to them, the organisation must find ways to ensure that customer contact employees perform their jobs well. Contact employees in most service industries like bank tellers, flight cabin crew, waiters, sales assistants, are often the least trained and lowest paid members of the organisation. What service organisations must realise is that contact employees are the most important link to the customer, and thus their performance is critical to customer perceptions of service quality.

    The means to ensure that employees perform well is to recruit and train them well so that they understand how to do their jobs. Providing information about customers, service specifications and the organisation itself during the training promotes this understanding. The evaluation and remuneration system used by the organisation also plays a part in employee performance.

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    Many service employees are evaluated and rewarded on the basis of output measures such as sales volume car salespeople or the lack of errors during work bank tellers. But systems using output measures over look other major aspects of job performance: friendliness, teamwork, effort and customer satisfaction. Thus customer oriented measures of performance may be a better basis of evaluation and reward. This type of system stimulates employees to take care of customer needs rather than focus solely on sales or profits.

    Because expectations are so significant in customer evaluations of service quality, service companies recognise that they must set realistic expectations about the service they can provide. They can set these expectations through advertising and good internal communication.

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    In their advertisements, service companies make promises about the kind of service they will deliver. Infact, a company that provides a service is forced to make promises since the intangibility of services prevents it from showing them in the advertisement.

    However, the advertiser should not promise more than it can deliver; doing otherwise may mean disappointed customers. To deliver on promises made, a company needs to have good internal communication among its departments, especially management, advertising, and operations. Assume, for example, that a restaurant's radio advertisements guaranteed services within five minutes or the meal would be free.

    If top management or the advertising department failed to inform operations about the five minute guarantee, the restaurant very likely would not meet its customers' service expectations. Even though customers might appreciate a free meal, the restaurant would lose some credibility and revenue. Word-of-mouth communication from other customers also shapes customer expectations.

    However, a company that delivers a service cannot manage this advertising directly. The best way to ensure positive word-of-mouth communication is to provide exceptional service quality. It has been estimated that customers tell four times as many people about bad service as they do about good service. Consequently, services providers must provide four good service experiences for every bad experience just to break even.

    These are encounters with customers which cause them to form a view of the organisation based on how they are engaged, particularly compared to their expectations.


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    • Expectations can be met, exceeded or disappointed. Moments of truth can therefore be positive, in the case of meeting and exceeding expectations, or negative, in the case of disappointment. Monitoring the moments of truth allows management within an organisation to focus on improving areas responsible for negative customer experiences. Remedial action to prevent repetition is crucial. If managers within firms put things right, customers will see that they are important to them. Putting things right gives the firm an image of an organisation which knows how to manage quality. Applied science.

      The business under discussion is a dental clinic located within the city centre.

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      Various dental services are offered by the present dentists and the clinic attracts clients from a wide region even people who reside outside the city. This makes the clinic to be one of the busiest clinics within the city. The environment within the clinic is clean and the other employees within the organisation also observe a high level of hygiene when providing services to clients. They are assisted by two clinical officers who are friendly to the clients when providing support services.

      There is, however, no suggestion box within the clinic where customers can make comments and compliments. This business can be defined as having passed the quality assurance test. This is because the various elements which define customer satisfaction have been met.