SERRVICE QUALITY DELIVERY OF RELIANCE FRESH
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22-02-2011, 10:40 AM
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‘Quality’ in a service organization is a measure of the extent to which the service delivered meets customer’s expectations because to the customer, quality is all about Meeting or exceeding their expectation.
The National quality institute web site defined quality as follows:
Quality is in the eye of the beholder. Yet we all recognize it when we
See it …… Quality is when you are so satisfied with a product or service
That you go out of your way to recommend it to other people”
There is a tendency to think of quality as being upscale, first class and
expensive. In fact, quality can be achieved at all price levels – if the need and desires of the customers are met, and exceeded.
The nature of most services is such that the customer is present in the delivery process. This means that the perception of quality is influenced not only by the service outcome but also by ‘the service processes. Reliance fresh is a store, which provides services to the customers. In this project and implimentation it is estimated that to what extent the quality service is by reliance fresh and what role does the marketers play in delivering high quality goods and services to get the target customers. For research work both primary and secondary data are used. Customer to know their perceptions and belief fills questionnaire. Then in this report service quality model is explained which highlights the gaps that cause unsuccessful delivery of service. On the basis of this model five determinants of service quality are- Reliability, Responsiveness, Assurance, empathy, tangibles.
SERVICE QUALITY MODEL
The model highlights the main requirements for delivering service quality.
It identifies five gaps that cause unsuccessful delivery.
1). Gap between consumer expectation and management perception.
2). Gap between management perception and service quality specification.
3). Gap between service quality specification and service delivery.
4). Gap between service delivery and perceived service.
5). Gap between perceived service and external communication
Based on this service quality model, researchers identified the 5 determinants
of service quality, in order of importance.
1). RELIABILITY- The ability to perform the promised service dependably and accurately.
2). RESPONSIVENESS- The willingness to help customers and to provide prompt service.
3). ASSURANCE – The knowledge and courtesy of employees and their ability to convert trust and confidence.
4). EMPATHY – The provision of caring individualized attention to customers.
5). TANGIBLES – The appearance of physical facilities, equipment, personnel, and communication materials.
What is customer Satisfaction?
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspective of a balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Measuring customer satisfaction
Organization are increasingly interested in retaining existing customer while targeting non customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and /or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depended on a number of both psychological and physical variable, which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization’s products.
Because satisfaction is basically a psychological sate care should be taken in the effort of quantitative measurement although a large equality of research in this area has
recently been developed. Work done by Berry (Bart Allen) and Brooder between 1990 and 1998 defined ten ‘Quality values which influence satisfaction behavior, further expanded by berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality value, Timeliness, Ease of access, Environment, inter- departmental Teamwork, Front Line service behavior commitment to the customer and innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model.
Work done by Parasuraman,, zeithmal and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customers’ expectation of performance and their perceived experience of performance. This provides the measure with a satisfaction “gap” which is objective and quantitative in nature. Work done by Cronin and Taylor propose the “confirmation” / disconfirmation theory of combining the “gap” described by parasuraman, Zenithal and Berry as two different measures into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance.