Page 209 - DMGT522_SERVICES MANAGEMENT

Services Management Ashwani Panesar, Lovely Professional University

Notes Unit 10: Service Quality

CONTENTS
Objectives
Introduction
10.1 Service Quality

10.2 Service Quality Issues
10.3 Service Quality Models
10.4 Importance of Quality
10.5 Summary

10.6 Keywords
10.7 Review Questions
10.8 Further Readings

Objectives

After studying this unit, you will be able to:

Identify the service quality issues
Describe the gap model
Discuss the service management model

Explain the service marketing model
Introduction

There are a lot of challenges that service marketers face due to the basic difference that prevails
between service and goods. Some of the challenges that they constantly face are:
Understanding customer needs and their expectations from service;
Tangibilising the service offering;

Dealing with different types and varieties of people – internal as well as external
customers – as also the delivery issues;
Keeping promises made to customers.
But the most intriguing challenge is the measurement and monitoring of quality.
Some questions regarding quality of service still elude any definitive answers:
How can service quality be defined and improved when the product is intangible and
non-standardised?

How can new services be designed and tested effectively when the service is essentially an
intangible process?
How can the service firm be certain that its communication has been effective, consistent
and relevant, especially when its other marketing mixes are also communicating? This
apprehension is especially true with respect to the role played by the providers in the
service transaction.

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