Service Quality
Selling the TQ Concept
Learn to think like top executives
Position quality as a way to address priorities of stakeholders
Align objectives with those of senior management
Make arguments quantitative
Make the first pitch to someone likely to be sympathetic
Focus on getting an early win, even if it is small
Ensure that efforts won’t be undercut by corporate accounting principles
Develop allies, both internal and external
Develop metrics for return on quality
Never stop selling quality
Dimensions of Service Quality
1. Reliability - Perform promised service dependably and accurately. Examples:
delivered home
heating oil on schedule, correct diagnosis and treatment of a medical problem.
2. Responsiveness - Willingness to help customers promptly. Example: avoid keeping
customers
waiting for no apparent reason.
3. Assurance - Knowledge and courtesy of employees. Ability to convey trust and confidence.
Example:
being polite and showing respect for customer.
4. Empathy - Providing caring, individualized attention to customers. Example: being a good
listener.
5. Tangibles - Physical facilities and facilitating goods. Example: cleanliness.
Perceived Service Quality
