FM : Anis Gunawan,MM anisg@pmbs.ac.id

1. Service Quality FM : Anis Gunawan,MM anisg@pmbs.ac.id

2. Moments of Truth SAS • Each customer contact is called a moment of truth. • You have the ability to either satisfy or dissatisfy them when you contact them. • A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.

3. The services marketing triangle Providers Company External marketing (Making promises) Internal marketing (Enabling promises) Moments of truth. Interactive marketing (Keeping promises) Customers

4. Dimensions of Service Quality DHL • 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.

5. Costs of Service Quality(Bank Example) Failure costs Detection costs Prevention costs External failure: Process control Quality planning Loss of future business Peer review Training program Negative word-of-mouth Supervision Quality audits Liability insurance Customer comment card Data acquisition and analysis Legal judgments Inspection Recruitment and selection Interest penalties Supplier evaluation Internal failure: Scrapped forms Rework Recovery: Expedite disruption Labor and materials

6. Dimensions of Service Quality • 3.Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. • 4.Empathy: Ability to be approachable . Example: being a good listener. • 5.Tangibles: Physical facilities and facilitating goods. Example: cleanliness.

7. Pengukuran Kualitas Services Relative Importance of SERVICE QUALITY Ability to perform the promised service dependability and accurately Knowledge and courtesy of employees and their ability to convey trust and confidence 1.Assurance 2.Reliability 5.Tangibles 3.Empathy Appearance of physical facilities ; equipment, personnel, communication materials Caring, individualized attention the firm provides its customers 4.Responsiveness Willingness to help customers and provide prompt service Importance : 5 = Essential; 4 = very importance ; 3 = neutral ; 2 = not very importance; 1 = Irrelevant Satisfaction : 5= Highly Satisfied ; 4 = Satisfied; 3 = Neutral ; 2 = Dissatisfied ; 1 = highly dissatisfied.

9. Perceived Service Quality Word of mouth Personal needs Past experience Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles Expected service Service Quality Assessment 1. Expectations exceeded ES<PS (Quality surprise) 2. Expectations met ES~PS (Satisfactory quality) 3. Expectations not met ES>PS (Unacceptable quality) Perceived service

10. 1 Assurance 2 Reliability 3 Empathy 4 Responsive-ness 5 Tangibility 1 2 3 4 5 Total Force ranking : Bobot penting Jasa rental Gen.set …………………………

11. Jasa Sewa Gen. set……………………………. Importance : 5 = Essential; 4 = very importance ; 3 = neutral ; 2 = not very importance; 1 = Irrelevant Satisfaction : 5= Highly Satisfied ; 4 = Satisfied; 3 = Neutral ; 2 = Dissatisfied ; 1 = highly dissatisfied. Servqual Importance Satisfaction Gap Reliability Assurance Responsiveness Empathy Tangibility 4.5 4.7 Total

12. : Jasa Rental Gen.set…………………………………….. Action plan Sasaran perbaikan Prio- ritas Action plan Servqual Reliability Assurance Responsiveness Empathy Tangibility

13. Service Quality Gap Model Service Quality Gap Model

14. Quality Service by Design BH • Quality in the Service Package Budget Hotel example • Poka-yoke (fail-safing) Height bar at amusement park • Quality Function Deployment House of Quality

15. Server Errors Task: Doing work incorrectly Treatment: Failure to listen to customer Tangible: Failure to wear clean uniform Customer Errors Preparation: Failure to bring necessary materials Encounter: Failure to follow system flow Resolution: Failure to signal service failure Classification of Service Failures

16. Achieving Service Quality • Cost of Quality (Juran) • Statistical Process Control (Deming) • Unconditional Service Guarantee D7D

17. Control Chart of Departure Delays SQ expected Lower Control Limit 1998 1999

18. Unconditional Service Guarantee: Customer View • Unconditional (L.L. Bean) • Easy to understand and communicate (Bennigan’s) • Meaningful (Domino’s Pizza) • Easy to invoke (Cititravel) • Easy to collect (Manpower)

19. Unconditional Service Guarantee: Management View • Focuses on customers (British Airways) • Sets clear standards (FedEx) • Guarantees feedback (Manpower) • Promotes an understanding of the service delivery system (Bug Killer) • Builds customer loyalty by making expectations explicit

20. Customer Satisfaction • All customers want to be satisfied. • Customer loyalty is only due to the lack of a better alternative • Giving customers some extra value will delight them by exceeding their expectationsand insure their return

21. Customer Feedback andWord-of-Mouth • The average business only hears from 4% of their customers who are dissatisfied with their products or services. Of the 96% who do not bother to complain, 25% of them have serious problems. • The 4% complainers are more likely to stay with the supplier than are the 96% non-complainers. • About 60% of the complainers would stay as customers if their problem was resolved and 95% would stay if the problem was resolved quickly. • A dissatisfied customer will tell between 10 and 20 other people about their problem. • A customer who has had a problem resolved by a company will tell about 5 people about their situation.

22. Walk-Through-Audit • Service delivery system should conform to customer expectations. • Customer impression of service influenced by use of all senses. • Service managers lose sensitivity due to familiarity. • Need detailed service audit from a customer’s perspective.

23. Approaches to Service Recovery • Case-by-caseaddresses each customer’s complaint individually but could lead to perception of unfairness. • Systematic response uses a protocol to handle complaints but needs prior identification of critical failure points and continuous updating. • Early intervention attempts to fix problem before the customer is affected. • Substitute service allows rival firm to provide service but could lead to loss of customer.