Total Quality Management - CII Institute of Logistics

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Total Quality Management 7) Security Freedom from danger, risks, or doubt Examples of Specific Questions Raised by Customers Is it safe for me to use the bank's automatic teller machine? Does my brokerage firm know where my stock certificate is? Is my credit card safe from unauthorized use? Can I be confident that the repair job was done properly? 8) Access Approachability and ease of contact Examples of Specific Questions Raised by Customers How easy is it for me to talk to senior bank officials when I have a problem? Is it easy to get through to my broker over the telephone? Does the credit card company have a 24-hour, toll-free telephone number? Is the repair service facility conveniently located? 9) Communication Keeping customers informed in language they can understand and listening to them Examples of Specific Questions Raised by Customers Can the loan officer explain clearly the various charges related to the mortgage loan? Does my broker avoid using technical jargon? When I call my credit card company, are they willing to listen to me? Does the repair firm call when they are unable to keep a scheduled repair appointment? 10) Understanding the Customer Making the effort to know customers and their needs Examples of Specific Questions Raised by Customers CII Institute of Logistics 26 Website: www.ciilogistics.com
Total Quality Management Does someone in my bank recognize me as a regular customer? Does my broker try to determine what my specific financial objectives are? Is the credit limit set by my credit card company consistent with what I can afford (i.e., neither too high nor too low)? Is the repair firm willing to be flexible enough to accommodate my schedule? The ultimate five dimensions of service quality are Reliability, Responsiveness, Assurance, Empathy, and Tangibles in the order of importance. The contribution made by these five dimensions is succinctly given in the following visual (Fig 2). Fig 2: Contribution By ServQual Dimensions 11% 16% 19% 22% 32% Reliabilty Responsiveness Assurance Empathy Tangibles Please note that Reliability, Responsiveness, and Tangibles are independent dimensions. Assurance is obtained by collapsing Competence, Courtesy, Credibility, and Security of the original Servqual dimensions. Likewise, Empathy is an amalgamation of Access, Communication, and Understanding the Customer of the original Servqual dimensions. (Source: Delivering Quality Service by Dr. Parasuraman) CII Institute of Logistics 27 Website: www.ciilogistics.com
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