1. Chapter 12:
Designing and managing

2. How can we improve
service quality?
By:
Kartik Singla
Indian Institute of
Technology(BHU), Varanasi

3. Companies have to be careful about the
factors which lead to customer switching:

4. There are two factors which
help in managing service
quality:
Managing customer expectations.
Incorporating self-service technologies.

5. Managing customer
expectations
“Customers tend to form service
expectations from many sources like past
experiences, word of mouth and advertising.”

6. Customer
expectation
Management
perception
Service-
quality
specification
Service
delivery
External
communica-
ion
Gap
Gap
Gap
Gap
Gap

7. “ Any marketing activity which aims
to narrow down these gaps can
help solidify a customer-service
relationship.”

8. Incorporating self-
service technologies
Consumers value
convenience in services and
many person to person
services are being replaces
by self-service technologies.

9. Customers must have a clear
sense of their roles in the self-
service technology process,
must see a clear benefit and
must feel they can actually use
it!!!

11. “These slides were prepared by
‘Kartik Singla’
as a part of an internship done under
‘Prof. Sameer Mathur’
(www.IIMInternship.com).”
Disclaimer