Service Quality role of employees Service quality dimensions

Service Quality: role of employees

Service quality dimensions

Zeithemal Technical quality, interaction quality, physical environment quality Gronroos Technical quality, functional quality Sasser, Olsen & Wyckoff Quality of materials, quality of facilities, quality of personnel Bitner People, process, physical evidence Brady & Cronin Interaction quality, physical environment quality, and outcome quality Zeithemal GAP model

Determinants of service quality Reliability Consistency of performance and dependability; performing the service right the first time Responsiveness Willingness or readiness of employees to provide service Competence Possession of the required skills and knowledge to perform the service

Determinants of service quality Access Approachability and case of contact Courtesy Politeness, respect, consideration, and friendliness of contact personnel Communication Keeping customers informed in language they can understand; Listening to customers; Adjusting language as appropriate

Determinants of service quality Credibility Security Understanding/ knowing the customer Tangibles Trustworthiness, believability, honesty; Having the consumer's best interests at heart Freedom from danger, risk, doubt Making effort to understand the customer's needs Physical evidence

The SERVQUAL model: five dimensions only Responsiveness Reliability Empathy Assurances Tangibles

Reliability is… …dependability in providing the service as promised! • On-time delivery • Show sincere interest in solving the problem • Perform the service right the first time

Tangibles include… …service provider’s physical facilities, equipment, personnel, and communication materials • Clean facilities • Neat appearance – employees • Visually appearing buildings, decoration, furnishings, brochures and other materials

Responsiveness • Tell customer exactly when service to be performed • Providing prompt service • Employees always willing to help the customers • Employees are never too busy to respond to customer requests

Assurance Ø Employee behavior that instills confidence in customer Ø Customers will feel safe in their interaction Ø Employees are consistently courteous to the customers Ø Employees have the knowledge to answer customer questions

Empathy Ø Giving the customer individualized attention Ø Maintaining convenient hours to the customer Ø Giving personal attention to the customer Ø Understanding the specific needs of the customer

QUESTIONS ?

THANK YOU ! Prof Marianna Sigala