Detailed Outline: Measuring Service Quality1. IntroductionDefining quality in a service environment. Expectation and experience of customer set the perceived quality. The importance of service prospective in a business defined.Customer driven market where competitive advantage achieved through the maximization of service quality that fulfil customer's needs and wants.Management of service quality and relationships of stakeholders. Thus, perform the necessary measurement to manage the augmented service offering.2. The nature of services and service consumption and its management marketing consequences. The effects of process consumption which characterizes services and the content and scope of management marketing can be described in a service marketing triangle.3. The roles of major players, players include employee, employer, costumers, government, suppl ...view middle of the document...
Close the gap where the promises given by market communication activities are not consistent with the service delivered.Close the gap where the perceived or experienced service is not consistent with the expected service.Understand that going over customer expectation on service quality can incur higher costs.4. Ways to measure service quality and under this measurement provides ways to improve the performance of the firm and the competitive advantage it gains through better service quality management.Recruit desired personnel to fit job requirement that can meet customer expectation.Use of training and monitoring to provide feedback of employee performanceConduct interview and research to measure gaps between stakeholders and attempt to close the gap. (GAP ANAYLSIS)Customer questionnaire conducted frequentlyMeasure motivational factors as a direct result of service quality provided by employeesMonitor customer and employee interactions during business operations5. One other important prospect is the ability of business in handling emergency situations where competence and abilities are required to resolve issues. This includes handling customer complaints and finding solutions that best fit the situation.6. Issues around internal marketing as a form of maximize service quality as well as measuring service quality. Employees are the first contact with costumers in a firm under a service prospective. Emphasis on the need to view people, functions and departments internal to the firm as internal customers, to whom internal services have to be provided in the same customer-oriented manner as to external customers.7. Conclusion and Recommendation:The growing importance of service quality in service or non-service businesses.Different ways of measurement of service quality conducted in different ways and manners under different business scope.Importance of closing gaps.Measuring service quality as a way to achieve competitive advantage through continuous improving and changing in a prospective of customer driven marketing.
