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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. 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. 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.
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: 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: 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.
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. 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. 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. 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. 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: 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. 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.
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. Students must complete these statements or answer questions using available options.
Problems are everywhere, we need to solve problems in various aspects of our lives, so the ability to manage problems is a crucial part of any profession. In business, problem-solving skills are necessary for managers of all levels and all leaders with no exceptions.
Given the importance of these skills, students of colleges and universities often have to write problem-solving essays, in order to demonstrate their ability to analyze difficulties and to choose right solutions. A good problem solving-essay is focused on a certain issue, answering an important question related to this issue. The success of such essays depends on a chosen topic — it must be relevant and interesting to the audience.
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Customer research literature traditionally agrees that service quality is a measure of how well the service level delivered matches customer expectations. Delivering quality service means conforming to customer expectations on a consistent basis.
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