Managing Quality Integrating the Supply Chain

Report
Chapter 8
Designing Quality
Services
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© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
Designing Quality Services
Chapter 8
Differences
between services and
manufacturing
What do services customers want?
SERVQUAL
Designing and improving the services
transaction
The customer benefits package
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
Designing Quality Services
Chapter 8
Globalization
of Services
Improving Customer Service in
government
Quality in Health Care
A Theory for Service Quality
Management
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Strategic Quality Planning
Designing Quality Services
Differences between Services and Manufacturing
Many service attributes are intangible.
Customer contact
Customer co-production
Internal versus external services
Voluntary versus involuntary services
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Strategic Quality Planning
Designing Quality Services
Differences between Services and Manufacturing
How service quality issues different from
those of manufacturing?
In manufacturing, dimensions are
available for measurement
In services, such measurable
dimensions are often unavailable
Simultaneous production and
consumption means you have to get it
right the first time
Product liability
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Strategic Quality Planning
Designing Quality Services
Differences between Services and Manufacturing
How service quality issues similar to
those of manufacturing?
For both, the customer is the core of the
business
By focusing on the customer many
manufacturers and services firms have
come to view themselves as service
providers
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Strategic Quality Planning
Designing Quality Services
What do Customers want?
Chapter 1 listed dimensions of quality:
Tangibles
Reliability
Responsiveness
Assurance
Empathy
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
Developed
for assessing quality along
the five service quality dimensions.
An off-the-shelf approach that can be
used in many service situations
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
Advantages are:
It is accepted as a standard for
assessing different dimensions of
services quality
It has been shown to be valid for a
number of service situations
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
Advantages are:
It has been demonstrated to be reliable
It is parsimonious in that it only has 22
items
It has a standardized analysis
procedure
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey has two parts:
1.
2.
Customer expectations
Customer perceptions
If we understand them both, we can
assess the gap in these areas
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey has 22
questions:
Tangibles – Questions 1 – 4
Reliability – Questions 5 – 9
Responsiveness – Questions 10 – 13
Assurance – Questions 14 – 17
Empathy – Questions 18 – 22
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis
Gaps in communication and
understanding between employees
and customers have a serious affect.
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis – Gap 1
Management perceptions of
Customer exceptions
and Expected service
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis – Gap 2
Service quality specifications
and
Managers perceptions of customer
expectations
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis – Gap 3
Service delivery
and
Service quality expectations
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis – Gap 4
Service delivery
and
External communications to
customers
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis – Gap 5
Expected service
and
Perceived service
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis
The key to closing gap 5 is to first
close gaps 1 through 4
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Strategic Quality Planning
Designing Quality Services
SERVQUAL
The SERVQUAL survey is useful for
gap analysis
By averaging the difference between
Perception and expectation a two
dimensional map can be created
identifying strengths and weaknesses
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Strategic Quality Planning
Designing Quality Services
Designing and improving the services transaction
One way to improve perceptions of
quality …Improve the process of
delivery
Poka-yoke
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Strategic Quality Planning
Designing Quality Services
Designing and improving the services transaction
Poka-yoke – Services Blueprinting
1.
2.
3.
4.
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Identify processes
Isolate fail points
Establish a time frame
Analyze profits
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Strategic Quality Planning
Designing Quality Services
Designing and improving the services transaction
Poka-yoke – Services Blueprinting
Fail Points .. Moments of truth.
These are times at which the
customer expects something to
happen.
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Strategic Quality Planning
Designing Quality Services
Designing and improving the services transaction
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Poka-yoke – Services Blueprinting
Fail safe devices
Warning methods
Physical contact methods
Visual contact methods
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Strategic Quality Planning
Designing Quality Services
Designing and improving the services transaction
1.
2.
3.
Copyright
Poka-yoke – Services Blueprinting
Fail safe devices – “The Three T’s”
Tasks to be performed
Treatment provided to customer
Tangibles provided to customer
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Tangibles that define the service
Intangibles that make up the service
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Four stages of the service benefit
package…
1. Idea/concept generation
2. The definition of a service package
3. Process definition and selection
4. Facilities requirements definition
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Objectives…
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Make sure the final CBP attributes
you are using are the correct ones
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Objectives…
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Evaluate the relative importance of
each attribute in the customers mind
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Objectives…
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Evaluate each attribute in terms of
process and service encounter
capability
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Objectives…
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Figure out how to best segment the
market and position CBP’s in each
market
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Strategic Quality Planning
Designing Quality Services
The Customer Benefits Package
Customer benefits packages (CBP)
Objectives…
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Avoid CBP duplication and
proliferation
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Strategic Quality Planning
Designing Quality Services
The Globalization of Services
Economies … are following
the lead of the United States
by transferring labor and GDP
into the services sector
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
1998 – The government established
a searchable list of 4,000 customer
service standards for 570 federal
departments and agencies
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
2002 – 41 states had established
quality award programs
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
Several factors driving this change:
People want and desire to do good
work
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
Several factors driving this change:
Quality management is associated
with improved employee satisfaction
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
Several factors driving this change:
Government leaders are mandating
standards, strategic plans and new
levels of performance
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
Several factors driving this change:
Demand for government services is
growing at a faster rate than funding
for them
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Strategic Quality Planning
Designing Quality Services
Improving Customer Service in Government
Several factors driving this change:
Threat of privation in government has
led to an improvement in service
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Strategic Quality Planning
Designing Quality Services
Quality in Health Care
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Health care is facing the same “cost
squeeze that government is facing
A move to HMO’s is causing hospitals
to streamline operations
There is increased diversity in health
care
Calls for a nationalized health care
system
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Strategic Quality Planning
Designing Quality Services
A theory for Service Quality Management
Proposition 1: Unified services theory
Proposition 2: The unreliable supplier
dilemma
Proposition 3: Capricious Labor
Proposition 4. Everyone presumes to
be an expert
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Strategic Quality Planning
Designing Quality Services
Summary
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Because services involve intangibles
they are different from manufacturing
Lack of hard measures, statistical
Quality Control techniques are not
always successful
The bottom line is a satisfied
customer
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recording, or otherwise, without the prior written permission of the publisher.
Printed in the United States of America.
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