Standardization of Intangible Dimensions of Service Quality by Visual SOP  

Oleh:

Gupta, Ashish ; Singh, Rajinder

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-7.
Topik: Standardization; Service Sector; SOP; Service experience; Service Quality
Fulltext: TQ1-1.6-P0352.pdf (720.25KB)

Isi artikel

Service Quality Measurement has five major dimensions of Responsiveness, Reliability, Empathy, Assurance and Courtesy. Today all the service companies are focusing on responsiveness and reliability by adopting technology and engaging customers thorough online/ mobile platforms to provide instant feedback to queries and regular updates of their transactions. The challenge for most service companies is to deliver on the dimensions like Assurance, Empathy and Courtesy as it is difficult to monitor the behavior of all frontline staff and their reactions to unusual service encounters. Organization which delivers high degree of Service excellence spent a huge amount of time to educate and train staff for these possible issues but the challenge is capture these issues and develop standard practices of behavior in customer interactions. In a Visual SOP a combination of Audio video and graphics is used to give an actual feel of Service Operations and highlights the key steps and the common pitfalls in the service delivery process. The purpose of the paper is to highlight the various challenges faced by Service Sector Operation in standardization of the intangible dimensions of Service quality and how Visual SOP stands out as an effective tool to highlight and develop working standards to build a consistent customer experience

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