Question

Service quality differs from product in that the consumer is actively involved in the service creation process. Service firms therefore face a unique situation whereby each service encounter with a customer is a test of the firms service quality standards.

In light of the above information discuss how a firm can manage service quality to ensure consistent service delivery that meets or exceeds customer expectations. (30)

Answer 1

Customer service is the subjective matter as compared to the product delivery and hence, it is the responsible technique to bring up the customer back to the store/business for new purchases.

Example- Sam purchased a refrigerator and delivery was made on the same day with installation as well. This is good product service and prompt delivery management.

In a weeks’ time, Sam reported heating issue with the product and complaint was lodged with the customer care. Nobody attended the issue next three days and this made Sam fumed up.

Impacts:

1- Delivery impact/good impression is lost

2- Sam may not recommend the store/business to anyone

A firm can use the following suggestions/techniques to have better service delivery for greater customer satisfaction:

1- Make the feedback channel strong and prepare your staff to accept the customer responses

2- Customers need good service and that too timely. Attend both the pointers

3- Empower your employees with product knowledge and customer handling experiences

4- Focus more on the customer requirement and that will help to deliver as per market need and not just business need

5- Everyone like surprise. Keep a check on your loyal (long term) customers and ensure complementary actions

6- Never have attention only to make sale but rather put emphasis on building the relationship and business will keep coming

7- Ensure you deliver what anyone else is not delivering up. There is silver lining to the same.

8- Be consistent in your delivery goals and open communication to handle any grievance