Rational evaluation of the quality of service
At present, the company's service quality has become a major competitive edge to win one of our customers, only the product quality of enterprises can not please the customer. Service concept has been firmly established to create opportunities, not only in "pure services" industry seeks to improve service quality, the manufacturing sector have also by improving the technical quality and service quality means to enhance corporate value. Product quality can not be representative of the quality is all about.
Although the United States in 1999, sustained economic growth, rapid growth in customer spending. But Americans are satisfied with the shopping is much larger than. This is largely attributed to their quality and services actually received and the gap between their expectations. American Consumer Satisfaction Index (ACSI) is an output accounted for GDP30% -40% of large customers the quality of survey data. In addition, the index rebounded slightly in 1998, the continued decline in the late 90s. Since 1994, the index fell by 3.4 percentage points.
It is believed that the culprit is a decline in satisfaction with the United States is committed to reducing the cost of action. While in the short run, these actions will reduce the cost of the company bring in huge profits, but long term, such measures have brought significant opposite effect. If enterprises can not compensate for the losses caused by reducing the cost to maintain his current level of quality and service level, they will face away from the consumer until the consumer boycott of its goods situation. ACSI index has shown this trend.
For example, early in the Compaq Computer Corporation's financial position began to deteriorate in 1995, the ACSI index has begun to fall. Compaq index below the 67 points in two years, to reach the bottom, then back up to 71 points now. Compaq's profits increased. Since 1994, PC manufacturers overall index fell by 8.3 percentage points. Performance has been decreased and the number of the premise has been up, how could this situation? Answer may be close enough to maintain the quality of customer satisfaction. Acceptable level of service is required. Another Dell PC production upstream, the index rose by 5.6 percentage points. Perhaps Dell's success was his decision to focus on meeting customer needs and recommend to customers similar to a similar system, so the high similarity of products.
Ways to improve the quality of services there are many, in order to identify where services need to improve on the need to record the process of recording customer satisfaction and customer service feedback after the record. Do this kind of identification used in a standard manner: Measure the desired location in the services received by the service and the actual service of the gap (see Figure 1) shows the size of the gap should be for improvement. Customers to fill in service quality service quality questionnaire is completed a primary method of measurement. To expect a questionnaire of 22 questions and 22 the composition of the actual problems. These issues and statistics derived five dimensions of service quality related (see Figure 1). Each issue 1-7 scores: 1, on behalf of strong dissatisfaction, 7 on behalf of satisfaction. For example, the company expected to question 1 is "the need to update equipment," the real problems are, "the company has updated equipment." If the customer expecting 6 column fill in the actual situation encountered by filling column 4, then the gap score is -2 (the provisions of the gap is equal to the actual value minus expected value). Because their hardware is more easy to control, so typical in this case the value of the minimum gap.
Reliability: not only reliable, and accurate implementation of promised services.
Responsibility: serious desire to customer service.
Security: staff knowledge and service levels and their ability to take responsibility.
Focus on: customer relationship and personal service.
Hardware: the hardware facilities, equipment, and employee performance and other factors that affect the senses.
1, the weight distribution of service quality
Quality of service testing process also need to assign weights to the five dimensions of a. First of all, the 100 scores assigned to these dimensions, and then multiplied by the difference between the value of these dimensions, thus completing the work. The dimensions of the scores obtained by adding the general level of quality of service. For example, bank customers may place greater reliability, while the hardware as less important.
2, perfect service
Customers are usually in all aspects of quality of service make high demands. Therefore, we often apply the actual score of 22 means to evaluate services, service quality testing methods be amended. This amendment, also known as the perfect service (SERVPERF). Despite the omission of the "gap" feature, but this is way of measuring the performance of services when business proved to be effective, but also reflects the business areas for improvement.
In short, the method for measuring quality of service, service marketing and many experts argue (a bone of contention is the amount of quality of service again when, for the "interesting" dimensions of service quality is so important not covered well). In any case, this tool has been successfully applied in various service industries, service operations experts should be placed in their toolbox).
3, Case: Banking service quality indicators
(A) SERVQUAL model
In 1988, Parasuraman proposed a model for the evaluation of service quality "SERVQUAL". The last decade, the model has been widely accepted by managers and scholars, and adopted. Model with differences based on the theory that the quality of service expectations of customers, and customer service organizations from the real differences between the services received. Model of the five scales were used to evaluate customer service received by different quality of service.
SERVQUAL model to measure the quality of service for the five scales; tangible assets, reliability, responsiveness, trust and empathy. Tangible assets are tangible proof of services, such as: equipment, good rates, staff morale, and to provide services to other tools and equipment, good condition. Reliability refers to the completion of the work has always been reliability, such as: timeliness of the services businesses and the fulfillment of its commitments. Speed of response is the desire of employees to provide services and preparations. Trust is the staff with their ability to raise the knowledge and courtesy and other customer trust and confidence. Empathy refers to the provision of services to business customers concerned about the customer experience with special attention to personal colors.
The model of the five scales in the evaluation of service quality, have a universal significance, but because of the different characteristics of banking services, the universal significance of the model needs to be adjusted and improved.
(B) Bank service quality (BSQ) measure
Recently, two scholars in Canada and the dynamic and Kamilia Bahia Jacques Nantel on the SERVQUAL model is targeted for the analysis and research, in order to come to the banking industry for the quality of service measure. They analyzed five Parasuraman model scale, full consideration of other scholars, representative of the target, National Bank of Canada in Montreal conducted a survey and the methods of mathematical statistics were measured indicators of relevance, the final selection and identified to measure the quality of banking services in the six scales.
l, efficiency and trust scales; efficiency is the capacity and responsiveness of employees; trust is the reliability, security, empathy and information exchange.
2, reception capacity scale: not only the visible representative of modern facilities, including customer perceptions of the modern facilities.
3, the price scale; including three with a particular form of currency-related price and the price of the broader concept of the two. Such as: information missing or delayed prices.
4, scale tangible assets: refers to establishments atmosphere and environment, and service accuracy. Such as: brochures and account forms, etc..
5, the service functions scale: refers to the provision of services.
6, the reliability of scale: that the accuracy and reliability.
SERVQUAL model and compared to five scale, BSQ scale of six more specific, that is, in particular for measuring the quality of banking services tailored. Moreover, the project has become more negative correlation. Sub-indicators to measure the banking industry, covering almost the entire contents of the quality of service, but the unbalanced development of the financial markets, different countries, as well as between different parts of the same country, quality of service requirements are certain differences.