Quiz 6: Service Quality


img Training remains the most important service element.

Before attempting to understand service quality and product quality and their differences, it's important to understand the meaning of quality. The term quality can be defined as a product or service that is suited for its intended purpose and satisfy customer needs. Whether its services or products, quality plays an important part in customer loyalty towards a particular brand. Product quality means inculcating features in a product which fulfills customer need and expectations. The product must be free of defect or deficiencies and if required suitable modifications must be done to satisfy customers. On the other hand, service quality is a complex subject and is a comparison of customer expectation and actual delivery of service. It involves five dimensions of assurance, reliability, responsiveness, tangibles and empathy. The five dimensions of service quality can be described as follows: Assurance - Knowledge of employees and courtesy towards customers play an important part in gaining customer trust. This dimension of service quality involves not just competence to perform but respect and politeness towards the customer, and an attitude of the customer's best interest. Reliability - Reliability involves capacity to perform assured service accurately and dependably. Reliable service involves meeting customer needs every time in the same way without errors. For example, accuracy in billing services is expected every time by the customer. Responsiveness - Responsiveness involves enthusiasm to help and provide prompt service. Keeping customers on wait for a long time without reason creates a negative opinion about service quality. If there's a service failure, recovering quickly creates a positive perception. Tangibles - Tangibles involve appearance of personnel, equipment, communication material, and physical facilities. The state of physical surroundings is a tangible proof of care exhibited towards service quality. Empathy - Caring and attention to customer needs is another important aspect of service quality. Empathy involves taking efforts to understand customer needs, sensitivity and approachability. These five dimensions are used by customers to judge service quality and are based on customer expectation and actual service delivery. Service quality differs from product quality in the sense that product quality can be measured in terms of volume, diameter, thickness, height, weight, appearance, strength, size, color and shape. They can be physically checked and defects eliminated. The five major aspects of product quality are: Design quality - Customers prefer design and appearance as per their requirements, and hence items should be designed as per requirement. Conformance quality - A product is made as per certain specifications, which must be adhered to all the time without any defects. Finished goods must match the specifications of product design. Safety - While handling finished products, no harm should be caused to customers and should be safe to handle. Reliability - Products must not become non-functional or break down easily. They should be dependable and reliable. To be called a reliable product they must be in operation for a long time. Proper storage - Once a product is made, it must be stored and packed properly. Until expiry, the product quality should be maintained. Thus, the five dimensions of product quality and service quality differ as product quality is something tangible and can be seen, while service quality is something which can only be felt. Feelings can vary from person to person, hence measuring service quality is a complex phenomena.

X -chart are used to monitor the mean of the samples having a constant size n. It is based on a normal distribution and is used to analyze the central location. It shows how much variation exists in the process over time. Consider the data given below: img Calculate the new UCL and LCL with a sample size of 8 as below: img Step 1: Calculate img as shown below: img Step 2: Calculate img as shown below: img The value of img at a sample size of 8 is 0.373. Substitute the above values to get the UCL and LCL as below, img img Therefore, the new UCL and LCL are img . The given new daily sample means are 5.2, 6.4, 6.2, 5.8, 5.7, 6.3 and 5.6. But the mean of sample mean is 5 and UCL and LCL are 6.86 and 4.93. From the data it can be understood that sample means of day 2, 3, 6 and 7 are falling out of control limits. The process is out of control and needs corrective action.