Page 153 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes Figure 8.5: Process for Setting Customer-defined Standards

1. Identify existing or desired service encounter sequence.

2. Translate customer expectations into Behaviours/ Actions.

3. Select Behaviours/ Actions for Standards.

4. Set Hard or Soft standards.

5. Develop
Measure Hard Feedback Soft Measure by
by Audits Transaction-
Mechanisms.
or based
Operating Surveys.
Data.
6. Establish Measures and Target Levels.

7. Track Measures against standards.

8. Provide Feedback about Performance to employees.

9. Update Target Levels and Measures.

Examples of Hard Service Standards are:
Number of Complaints Received

Number of Warranty Claims

Number or Dollar Value of Sales

Return on Assets

Number of Repeat Customers

Number of Infections per Surgery

Number of Law Suits Filed

Competitive Data

Accuracy of Order

Back orders

Parts Availability

Exceptions to Procedures

Violations of Regulatory Codes


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