Module 2-TQM
Module 2-TQM
Module 2-TQM
Objectives
1. Identify the eight dimensions of product quality.
2. Name the five dimensions of service quality.
3. Differentiate the dimensions of product and service quality.
Reliability
Reliability is the ability to perform the promised service dependably and accurately to
customers on specific service. It is all about what is promised about delivery, service provision,
problem resolutions and pricing and what is delivered. Like, Cebu Pacific airline in the
Philippines has proved to be most successful low-cost carrier in the world with fun-filled air
travel. Customers would like to carry out business with companies that keep their promises,
chiefly their promises about the service outcomes and core service attributes. All companies need
to be conscious of customer anticipation of reliability. Firms that do not grant the core service
that customers think they are buying displeased their customers in the most direct way. Say for
instance in a hotel where the basic quality of room decor, food, and facilities must be provided.
Responsiveness
Responsiveness is the willingness to help customers and provide prompt service. This
dimension emphasizes attentiveness and promptness in dealing with customer's requests,
questions, complaints and problems. Responsiveness is communicated to customers by span of
time they have to hang around for help, answers to questions or attention to problems.
Responsiveness also captures tie impression of flexibility and ability to tailor the service to
customer needs.
The willingness to help the customer promptly in case of special and unforeseen
requirements is another way of showing responsiveness. Helping a customer for instance who
falls sick when staying in the hotel is a good example of responsiveness.
Assurance
Assurance is defined as employees' knowledge of courtesy and the ability of the firm and
its employees to inspire trust and confidence. This dimension of service quality is connected to
the competence of the service employee. The employees must be competent to gain the trust of
customers.
This dimension is likely to be predominantly significant for the services that the
customers perceives as involving high rising and/or about which they feel uncertain about the
ability to evaluate. Trust and confidence may be embodied in the person who relates the
customer to the company, like the marketing department. Thus, employees are aware of the value
to create trust and confidence from the customers to gain competitive advantage and for
customers' loyalty.
For instance the customer dining in a restaurant may not be able to openly assess the level
of cleanliness maintained by the restaurants. Here it is not only imperative to really provide
germfree food but also to stir confidence that the food is clean. The assurance is about giving the
customer peace of mind that everything will be taken care of as necessary, rather than just
actually taking care when the need happens. For example a doctor with Master degree may
inspire more assurance than a doctor with just an MD degree, although the basic treatment
provided by them may be of same quality.
Empathy
Empathy refers to caring attitude that an organization provides toward customer. This
dimension of service quality calls for individual attention to customer, so as to make them feel
exceptional and to show to the customer that the company does best to satisfy his needs.
Empathy is an additional plus that the trust and confidence of the customers and at the same time
increase the loyalty. In this competitive world, the customer's requirements are rising day after
day and it is the companies' duties to their maximum to meet the demands of customers, else
customers who do not receive individual attention will search elsewhere.
This is being able to understand the needs of the customer as an individual and meet the
special requirements of the customer. This is more about customizing the service and the general
service provider behavior for each customer, rather than providing a uniform high quality
treatment to all. Many companies try to create this sense of empathy by employing tactics like
addressing each customer by name. However; true empathy means understanding the special
characteristics and needs of individual customer, and modifying service to them accordingly.
Considering the above dimensions of service quality, comparisons are made between
actual service performance and expectations of customers. The difference between customers'
expectations and actual delivery (perception) at the time of service performance is known as
service quality gap. Organization conducts survey and exploratory research to study the various
service gaps, so as to understand why the gap arises and how it can be reduced.