Total Quality Management - CII Institute of Logistics
Total Quality Management - CII Institute of Logistics
Total Quality Management - CII Institute of Logistics
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<strong>Total</strong> <strong>Quality</strong> <strong>Management</strong><br />
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Does someone in my bank recognize me as a regular customer?<br />
Does my broker try to determine what my specific financial objectives are?<br />
Is the credit limit set by my credit card company consistent with what I can afford<br />
(i.e., neither too high nor too low)?<br />
Is the repair firm willing to be flexible enough to accommodate my schedule?<br />
The ultimate five dimensions <strong>of</strong> service quality are Reliability, Responsiveness,<br />
Assurance, Empathy, and Tangibles in the order <strong>of</strong> importance. The contribution made<br />
by these five dimensions is succinctly given in the following visual (Fig 2).<br />
Fig 2:<br />
Contribution By ServQual Dimensions<br />
11%<br />
16%<br />
19%<br />
22%<br />
32%<br />
Reliabilty<br />
Responsiveness<br />
Assurance<br />
Empathy<br />
Tangibles<br />
Please note that Reliability, Responsiveness, and Tangibles are independent<br />
dimensions. Assurance is obtained by collapsing Competence, Courtesy, Credibility,<br />
and Security <strong>of</strong> the original Servqual dimensions. Likewise, Empathy is an<br />
amalgamation <strong>of</strong> Access, Communication, and Understanding the Customer <strong>of</strong> the<br />
original Servqual dimensions.<br />
(Source: Delivering <strong>Quality</strong> Service by Dr. Parasuraman)<br />
<strong>CII</strong> <strong>Institute</strong> <strong>of</strong> <strong>Logistics</strong> 27<br />
Website: www.ciilogistics.com