Page 23 - MARKETING & PUBLIC RELATIONS EBOOK IC88

CHAPTER 5

QUALITY IN SERVICES

A. Understanding quality

(a) Why quality

 Fewer customers list
 less time and money spent putting things right for dis satisfied customers
 less time and money spent on advertising and marketing to find new customers
 Less use of costly discounts and offers to attract new customers
 more time to devote to anticipating and meeting needs of your best customers
 Free (word of mouth) publicity from your best customers.

2. Quality requires attention on three areas

 Customer – becoming aware of his expectatons and experience using insight,
feedback, complaints, and formal market research.
 People management - appropiate leadership that makes people skilled and
empowered, sensitive to problem and responsive to customer’s, with ability to build
work teams
 Process – to constantly review them for improving effectiveness

3. The tangibles do not distinguish between one prodct and another in the same business. They
are similar. Every innovation can be duplicated.

(b) Quality needs strategy

3. Quality is the value added offering, that provides a more satisfying experience, which makes the
customer come back for more of the same pleasurable experience.

4. The basic assumption of a service provider have to be
 Quality service brings in customers and generate profits
 Quality is to be maintained, ehatever it takes.
 Quality is provided by people
 Quality is provided not only in the front line, but also in the back office.

5. Poor quality becomes the norm when the following assumptions prevail

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