The purpose of this presentation is to obtain a better understanding of the extent to which service quality is delivered within the service sector service by drawing on front-line employees (FLE) and customer perceptions of service quality. The PPT shown how closely customer expectations of service and FLE perceptions of customer expectations match. SERVQUAL is used to measure service quality amongst FLE and customers in a major service sector department.

1. Customer satisfaction and
service quality
Md.Badruzzaman
email-ronnierahman.khl@outlook.com
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2. Definition of Customer Service
• You never want to hear this when you own a business:
"Our customers are revolting! They are demanding more for less and
want world class products and services and they want it now. If we
can't provide what they want, they will find some one who can. We
must provide great customer service."
One of the best customer service definitions I have come across is:
excellent customer service (is) the ability of an organization to
constantly and consistently exceed the customer's expectations
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3. Customer Customer
Quality of Service
Expectation-Perception
Customer Satisfaction
Mission or Goals of Company???
Customer is the most
important person
He is not depend on us , rather we
depend him
He is never an interruption to work
rather he is the purpose
In serving him the company does no
favor to him rather he obliges by
providing an opportunity to serve
him/her.
He is not someone to argue bcz no
one can win argument to him
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4. Customer satisfaction
Definition: what customer expects and how he perceives that service received
lived up to those expectations.
Service satisfaction=(customer) expectation-perception (of customer)
Objective satisfaction is reduction of the discrepancy between the current situation
and the desired situation
Depend more on customer & his style than technology or system
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5. Md.Badruzzaman 5
◊ Overall post purchase evaluation lead to satisfaction/dissatisfaction
◊ A state of experience: intellectual & emotional patron-centered
personal reaction/response depend on (1) perception (2) view point
(3) experience (4) expertise
◊ Satisfying a person differs from satisfying a need : long term customer
satisfaction is the aim.
Customer satisfaction cont....

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Customer satisfaction cont....
 Customer’s exceptions tell what to sell and serve (user requirement)
 Customers perceptions of service tell how to sell, serve and satisfy users
behaviors, attitude, preference, e.t.c) as they vary over time and from
person it has to be on continuous basis
 Perception is a conscious thought process, it consist of sensory perception,
association, evaluation & decision
 Individual perception is all encompassing (hopes, fear, upper limits) and all
powerful.
 User perception goes deep and when it comes to perception feelings are
facts

7. Customer satisfaction cont....
 People like to hold on old ideas and beliefs as though they were valued personal possessions. It
requires original thinking which hurts because of considerable effort, self-analysis and risk to adopt
new idea.
 People who do not rethink their past have habitual behavior. The only people who can change their
mind are those who use it
 Satisfaction has a linear relation to loyalty and repeat purchase.
 Measuring satisfaction is part of research method. Psychometric factors, practical considerations,
choice of scales, administration of questionnaire, etc are used.
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8. Customer satisfaction in Orgz.
• 1. Expectation
 Image of symphony helps to determine exception
 Advertisement & casual conversations affect image
 Image is redefined based on immediate impact when service is
approached
 Previous experience has powerful influence
 Regular customers have more realistic expectations
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2. Perception
 Single incident can changes in other interactions
 To improve: involve customers genuinely
 Strives for a service wide image of consistency and efficiency
3. Demand
 Satisfaction and demand are closely linked
 Good service generate greater use from limitless pool of latency demand
 Satisfaction is adaptive: good service over stretched causes drop in satisfaction ;poor
service retain some customers who are persistent, rarely satisfied and having low
expectations.
 The rating further go down as service improves because of attracting more customers,
who are more critical, want even higher level of service, & more knowledgeable
Customer satisfaction in Orgz…

10. Types of customers & reasons for dissatisfaction
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Major reason for customer
dissatisfaction
-service provided in a careless &
unprofessional manner
-treated like an object rather than
individual
-service not performed correctly
for the first time
Service performed incompletely
with harmful results
-things were worse after service
than before
-treated with extreme rudeness
Customer behavior in
response to unsatisfactory
service experience
-decided to quit
-warned family and friends
-contacted the company to
complain
Types of customers
-Happy-go-lucky
-Know-it-all
-Proud and in a hurry
-angry and anxious
-Nervous
Why customers quit???
-Die
Move away
-From other friendship
-Product service dissatisfaction
Indifferent attitude of service
personnel/employee

11. • What do complaining customers want???
To be taken seriously and to be treated with respect
Immediate action feeling or words from your heart
Compensation apology
Clear up the problem
To be listened to
• Expectation of your customers (96%) are reasonable
Listen to them
You will “Fight” for them
You will “Feel” for them
• Customer service
Customer service-your best sale tool
Customers must be given the best possible service
Customer satisfaction requires a professional work culture
Advertise makes promises, but only people can keep them. 11Md.Badruzzaman

12. How to make Customer Happy??
(How to sell, serve, & satisfy customers)
• Selling
Have empathy
Customer is boss
Customer is profit not overhead
Give importance to people (service employees & customers)
Create customers
Communicate continuously
• Serving
Focus on
Be customer oriented
Develop customer oriented policies
Give best possible service
Customer wants answers & solutions to their problems
Fight for your customer
• Satisfying
Listen
Visit customer
Check employee’s attitude towards customers
Solve the problems
Learn from dissatisfied customers.
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13. What is Service Quality ?
Product-based:
User-based:
Manufacturing-based:
Transcendent:
Quality = Excellence. Recognized only through experience
Quality is precise and measurable
Quality lies in the eyes of the beholder
Quality is in conformance to the firm’s developed specifications
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14. • COMPONENTS OF SERVICE QUALITY
Service
Quality
Reliability
Assurance
Empathy
Tangibles
Responsiveness
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15. The 5 Dimensions Defined
After extensive research, Zeithaml, Parasuraman and Berry found five dimensions customers
use when evaluating service quality. They named their survey instrument SERVQUAL.
In other words, if providers get these dimensions right, customers will hand over the keys to
their loyalty. Because they’ll have received service excellence. According to what’s
important to them.
The five SERVQUAL dimensions are:
• TANGIBLES-Appearance of physical facilities, equipment, personnel, and communication
materials
• RELIABILITY-Ability to perform the promised service dependably and accurately
• RESPONSIVENESS-Willingness to help customers and provide prompt service
• ASSURANCE-Knowledge and courtesy of employees and their ability to convey trust and
confidence
• EMPATHY-Caring, individualized attention the firm provides its customers
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16. What’s this mean for service providers?
• #1 Just Do It
RELIABILITY: Do what you say you’re going to do when you said you were
going to do it.
Customers want to count on their providers. They value that reliability.
Don’t providers yearn to find out what customers value? This is it.It’s
three times more important to be reliable than have shiny new
equipment or flashy uniforms.
Doesn’t mean you can have ragged uniforms and only be reliable. Service
providers have to do both. But providers first and best efforts are better
spent making service reliable.
Whether it’s periodic on schedule, on-site response within Service Level
Agreements (SLAs), or Work Orders completed on time.
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17. #2 Do It Now
RESPONSIVENESS: Respond quickly, promptly, rapidly, immediately,
instantly.
Waiting a day to return a call or email doesn’t make it. Even if customers
are chronically slow in getting back to providers, responsiveness is more
than 1/5th of their service quality assessment.
Service providers benefit by establishing internal SLAs for things like
returning phone calls, emails and responding on-site. Whether it’s 30
minutes, 4 hours, or 24 hours, it’s important customers feel providers are
responsive to their requests. Not just emergencies, but everyday
responses too.
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18. #3 Know What Your Doing
• ASSURANCE: Service providers are expected to be the experts of the service
they’re delivering. It’s a given. SERVQUAL research showed it’s important to
communicate that expertise to customers. If a service provider is highly skilled,
but customers don’t see that, their confidence in that provider will be lower.
And their assessment of that provider’s service quality will be lower.
• RAISE CUSTOMER AWARENESS OF YOUR COMPETENCIES
Service providers must communicate their expertise and competencies – before
they do the work. This can be done in many ways that are repeatedly seen by
customers. By communicating competencies, providers can help manage
customer expectations. And influence their service quality assessment in
advance.
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19. #4 Care about Customers as much as the Service
• EMPATHY: Services can be performed completely to specifications. Yet
customers may not feel provider employees care about them during delivery.
And this hurts customers’ assessments of providers’ service quality.
• SERVICE DELIVERY MATTERS
Providers’ service delivery can be as important as how it was done. Provider
employees should be trained how to interact with customers and their end-
users. Even a brief session during initial orientation helps. Anything to help
them understand their impact on customers’ assessment of service quality.
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20. #5 Look Sharp
TANGIBLES: Even though this is the least important dimension,
appearance matters. Just not as much as the other dimensions.
Service providers will still want to make certain their employees
appearance, uniforms, equipment, and work areas on-site (closets,
service offices, etc.) look good. The danger is for providers to make
everything look sharp, and then fall short on RELIABILITY or
RESPONSIVENESS.
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21. • The 5 Service Dimensions Customers Care About
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22. The gaps model of service quality
Consumer
Past
experience
Expected service
Perceived service
Service delivery
(including pre- and post-
contacts)
External
communications
to consumers
Translations of
perceptions into service
quality specifications
Management perceptions of
consumer expectations
GAP 5
GAP 3
GAP 2
GAP 1
GAP 4
Personal needs
Word-of-mouth
communications
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23. • Gap-1
Customer’s expectations
Company’s perceptions of
customer expectations
• Inadequate marketing research orientation
• Lack of upward communication
• Insufficient relationship focus
• Inadequate service recovery
Reasons
for
provider
gap
I
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24. • Gap-2
Translation of perceptions into service
quality specifications
Management perceptions of customer
expectations
• Poor service design
• Absence of customer-defined
service standards
• Inappropriate physical evidence and
servicescape
Reasons
for
provider
gap
2
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25. Service delivery
Customer-driven service designs and
standards
Reasons
for
provider
gap
3
• Poor human resource policies
• Failure to match supply and demand
• Customer not fulfilling their roles
• Problems with service intermediaries
Gap-3
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26. • Gap-4
External communications to consumers
Service delivery
• Lack of integration of marketing communications
• Inadequate management of customer expectations
• Overpromising
• Inadequate horizontal communications
Reasons
for
provider
gap
4
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27. • Gap-5
• Not knowing what customers expect
• Not selecting the right service standards and
designs
• Not delivering to service standards
• Not matching performance to promised
Customer
expectations
Customer
perceptions
Reasons
for
Customer
Gap 5
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28. Closing the gaps
• Gap 1: Learn what customers expect
• Gap 2: Establish the right service quality standards
• Gap 3: Ensure that service performance meets standards
• Gap 4: Ensure that delivery matches promises
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29. 1. : Learn what customers expect
• Understand customer expectations
• Improve communication between frontline staff and management
• Turn information and insights into action
2.Establish the right service quality standards
• Set, communicate, and reinforce customer-oriented service standards for all work units
• Measure performance and provide regular feedback
• Reward managers and employees
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30. 3.Ensure that service performance meets standards
• Clarify employee roles
• Train employees in priority setting and time management
• Eliminate role conflict among employees
• Develop good reward system
4.Ensure that service delivery matches promises
• Seek input from operations personnel on what can be done
• ‘Reality’ advertising
• real employees, real customers, real situations
• Seek input from employees on advertising
• Gain communications between sales, operations and customers
• Internal marketing programs
• Ensure consistent standards in multi-site operations
Can I
take your
order?
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31. Thanks For Your Time
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