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PRESENTATION On SERVICE QUALITY Pragya Barsainya Varsha Chaturvedi

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Service Quality Service quality can also be defined according to both the what and how a product or service is delivered. Gronroos distinguishes between “technical quality” and “functional quality”. Technical Quality is concerned with the outcome of the delivered product or service. Functional Quality has more to do with how the technical quality is transferred to the consumer. Service quality attributes such as responsiveness and access would be important in helping the customer judge the functional quality of the service encounter .

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Cardinal Principles of service quality Listening precedes action Reliability is key Flawless execution of the “basics” Pay attention to service design Perform service recovery well Surprise customers Practice “fair play” Promote teamwork Internal service begets external service

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Service Quality Challenges Quality Perceptions ■ Search quality and experience quality are more applicable to determining product quality ■ With services, however, consumers are usually limited to using credence quality to evaluate the experience, relying solely on the overall credibility of the service provider Service Continuum Another challenge presented in assessing service quality arises when viewing services along a continuum ranging from pre-sale to post-sale activities

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Pre-sale Services Post-sale Services Transaction Services Potential for Service Failure

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Dimensions of Service Quality Reliability – perform promised service dependably and accurately Responsiveness - willingness/readiness to provide prompt service Competence - possess knowledge and skill to perform the service Access - approachability and ease of contact of service personnel Courtesy - politeness, consideration, and friendliness of service personnel

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Communication - keeping customers informed; listening to customers Credibility - trustworthy, believable, honest Security - freedom from danger, risk, or doubt Understanding/knowing customer - knowing customer’s needs Tangibles - physical evidence of service

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