HM 03 PRELIM

• Intense competition

  Knutson (1990)
• Achieve highest quality possible

  Weiermair (2000)
• Fitness for use

  Joseph Juran
• World body standard formulation

  International Organization for Standardization (ISO)
• Detecting and reducing errors in manufacturing

  Total Quality Management (TQM)
• Anything offered to market

  Product
• Physical objects

  Goods
• Can't be touched

  Intangible
• Inconsistency

  Heterogeneous
• Can't be separated

  Inseparable
• Seldom leave trace

  Perishable
• Service

  • Performance
  • Features
  • Reliability
  • Conformance
  • Durability
  • Serviceability
  • Aesthetics
  • Perceived quality
• Prompt service

  Performance
• Supplement basic functioning

  Features
• Perform promised product

  Reliability
• Should meet standard set

  Conformance
• Amount use before deteriorates

  Durability
• Speed, courtesy, competence and ease of repair

  Serviceability
• Matter of personal judgement

  Aesthetics
• Corporate reputation is most prized

  Perceived quality
• Father of statistical quality control

  Walter A. Shewart
• TQM

  William Edwards Deming
• Zero defects program

  Philip B. Crosby
• TQC

  Armand V. Feigenbaum
• Aftersale service/warranty/fishbone

  Kaoru Ishikawa
• Apply statistics to goods

  Genichi Taguchi
• Marketing channels

  James H. Donnelly
• Gaps model

  A. Parsu Parasuraman, Valerie A. Zeitaml, Leonard L. Berry
• Marketing mix

  Mary Jo Bitner & Bernard H. Booms
• Pioneer service marketing among tites

  Christopher Lovelock
• Globalization

  Theodore Levitt
• Concept for theme parks

  Walt Disney and Disney Company
• Father of guestology

  Bruce Laval
• The five gap model framework


  • Gap 1: Customers perception vs managers expectation
  • Gap 2: Management perception vs actual specification of the customer experience
  • Gap 3: Experience specification vs delivery of the experience
  • Gap 4: Delivery customer experience vs what communicated to customers
  • Gap 5: Customer perception experience vs customer expectation service
• Service quality function


  Customer expectation service provide based previous experience
• Perceptions


  Consumers judgement
• Servqual model


  Measure consumers service provider expectation and perception
• Perceived quality service model


  Understand issues affect customers perceived quality
• The critical incident technique


  Recognize happening various moments of truth
• Service quality


  Result judgemental value consumers impression