Evaluation of Service Quality Strategy - Essay Example
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Service quality refers to an attitude formed by a long-term overall evaluation of a firm’s performance. Customer satisfaction and service quality are closely related. It can be said that satisfaction assists consumers in formulating a revised opinion about their service quality perception. The logic for this may be the following : Consumer perceptions of the service quality of a firm with which he has no prior experiences are based on the consumer’s expectations. Subsequent encounters with the firm lead the consumer through the disconfirmation process and revise perceptions of service quality. Each additional encounter with the firm further revises or reinforces service quality perceptions; revised service quality perceptions modify future consumer purchase intentions towards the firm. High quality satisfying service requires that a firm understand the consumer needs in detail as also the operational constraints. It reminds the service provider to focus on quality, and the process should be designed to support this system by proper control and delivery. Service quality can be a way of achieving success among competing services. This can be particularly so when the competing service firms provide identical services and are located in a small area. Examples could be many bank branches in the same area in a city. Under such circumstances, service quality happens to be the only way of differentiating the different service providers.
The introduction of quality in the managerial agenda has progressed gradually from being an organizational function to the more recent and ambitious goal of describing the characteristics of quality-oriented organizations…
Service quality improvement is paramount especially in companies that deal with provision of services to clients. This is because it forms the main base of the organization’s competitive advantage. The competitive advantage is what assists a company to form a strong customer-base. Various companies use different approaches.
Michael Porter contends that competitive advantage can be acquired through analyzing the value chain of a company. This value chain is a system of interdependent and connected activities through linkages. It is embedded in the larger activity streams of a company where another affects the costs or effectiveness of one activity.
This is where the business ensures the needs and wants of the customers are satisfied without any jeopardy (Doole and Lowe, 2008). Apparently, marketing involves communication in the involved departments to improve the quality of the services and products.
This involves meeting the customer's service expectations and making sure their organisation exceeds quality expectations.
Service organisations have to do things right all the time in terms of satisfying customers and setting competitive pricing structures.
The introduction of quality in the managerial agenda has progressed gradually from being an organizational function to the more recent and ambitious goal of describing the characteristics of quality-oriented organizations.
By end-2005, HSBC's turnover of 50.5 billion and 9.1 billion in profits made it the biggest bank in the U.K., the 4th biggest bank in the world, and the 26th largest corporation on earth (Lustgarten, 2006).
HSBC's history, mission and vision, core values and strategies provide a fundamental view of the dimensions of service quality using a variety of sources: official HSBC financial and corporate social responsibility (CSR) reports and publicly available critical articles on the company.
the provider of the service) or the entire service organisation. Wakefield (2001) supports this argument when he said that service quality can be reflected in both the manner and the location of the service delivery. Accordingly, clients often make inferences about service quality based upon tangible and intangible cues (i.e.
The company has a global reputation because of its unique experience defined by an outstanding atmosphere, exemplary customer service, and a diverse range of products. In the recent past, the company has expanded both locally and globally and now has branches in
Barclays bank is a financial service provider that is headquartered in London. This organization specializes in operations relating to investment, retail and wholesale. The bank is of the view that its values like respect, excellence and integrity because it will lead to sustainable returns.
7 pages (1750 words)Essay
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