QM0020- Quality in Service Industries

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Assignment

DRIVE	FALL 2014
PROGRAM	MBA
SEMESTER	3
SUBJECT CODE & NAME	QM 0020- Quality in Service Industries
BK ID	B1927
CREDIT & MARKS	4 CREDITS & 60 MARKS

Note: Answer all questions. Each question is followed by evaluation scheme.

1. Give reasons why providing high-quality service depends on efficient co-ordination between different functional areas/departments of an organisation.

Answer: Role of different departments in managing service quality:

·         Monitoring of compliance with the established standards of service quality;

·         Elaboration of programs for the improvement of the quality of relations with customers;

·         Elaboration, launching of effective service control management technologies/mechanisms and participation in the working process;

·         For development of active

2. Explain the five dimensions of Service Quality given by Parasuraman, Zeithaml and Berry, to evaluate the service gap.

Answer: Service quality: Service quality is a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive.Improved service quality may increase economic competitiveness.

This aim may be achieved by understanding and improving operational processes; identifying problems quickly and systematically; establishing valid and reliable service performance measures and measuring customer satisfaction and other performance outcomes.

The 5 Service Quality Dimensions

3. How is Service quality related to customer satisfaction, loyalty, and Value?

Answer: The fact that the perceived quality of the product is becoming the most important competition factor in business world has been the reason of naming the present business era as “Quality Era” (Peeler, 1996). Consequently, service marketing intellectuals and researchers have offered several metaphors of this issue. For example, Berry (cited in Kandampully, 1998, p 423) calls it the most powerful competition weapon and Clow (1993) calls it the organization’s life-giving blood. Quality is a multi-dimensional phenomenon. Thus, reaching the service quality without distinguishing the important aspects of quality is impossible. In his disc

4. Explain the various reasons for Service failure and also the two types of service failure.

Answer: Service failure, or service breakdown, can be defined as that service which does not meet the customer’s expectations. There are several responses that customers may have to service failure or poorservice recoveries. The most widely researched are satisfaction responses, emotional reactions (such as anger, disappointment or regret), and behavioral responses (such as complaining, exiting or switching behaviors). Satisfaction is a widely researched consumer evaluation because it is of the utmost importance to firms, in order to ensure sustainability. Another important behavioral consequence of service failure relates to the repatronage of p

5. Write a short note on the various dimensions that are used to evaluate service quality in the Tourism, hospitality and leisure industry.

Answer:

The 5 Service Quality Dimensions

Every company owner wants to get loyal customers which add to repeating purchases and of cause increasing their maximum revenue. But to get there they need to know about the 5 Service Quality Dimensions. Many actually think that service is just a little part of the marketing mix, but it is actually a very important part of both the 4 and 7 P's

6. Explain the various services provided by retailers. Also explain the various approaches to service quality in retailing.

Answer: Services Performed By Retailers: Retailers provide important services to both the wholesalers and the consumers.

These can be explained as under:

(I) Services To Wholesalers:

·         They supply invaluable information with regard to tastes, preferences, fashions and demands of the customers to the wholesalers who in turn transmit the same to the producers which is of immense utility to them.

·         By taking over the function of retailing from the wholesalers and manufacturers, retailer’s relive them from selling goods in small

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