Page 76 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Unit 5: Customer Satisfaction

Service Quality: Service quality refers to a number of inter-related factors including the way in Notes
which individuals are treated by providers, the scope of services and contraceptives available to
clients, the quality of the information provided to the clients and quality of the counseling
skills, the promotion of individual choice, the technical competence of providers, and the
accessibility and continuity of services.
Warranty: A written guarantee is issued to the purchaser of an article by its manufacturer,
promising to repair or replace it if necessary within a specified period of time.

5.6 Review Questions

1. Write a short note on:
(a) customer satisfaction
(b) customer perception of quality
(c) feedback

(d) customer satisfaction index
(e) service quality
2. Explain customer satisfaction with the help of a diagram.

3. What are the important factors that influence purchases according to American Society for
Quality? Explain them briefly.
4. Briefly explain comment card and customer questionnaire. Which one, in your opinion is
the better way of getting feedback?
5. Mention the points which should be kept in mind while making the customer
questionnaires.

6. Which is the cheapest methods of getting customer feedback and why? Explain with
examples.
7. Why do you think that employee feedback is necessary in organizations?

8. Discuss customer satisfaction index.
9. What do you understand by service quality? Explain its elements.
10. Describe Kano model.

Answers: Self Assessment

1. Customers 2. Customer satisfaction

3. Front line 4. Availability
5. Maintainability 6. Intangible
7. Customer 8. Focus groups
9. Toll-free telephone numbers 10. External customer; employee

11. Kano model 12. Unsatisfied

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