Page 25 - Banking Finance August 2019

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Factors Affecting Service Quality Y Assurance…employees should be courteous,
knowledgeable and assuring.
Y Quality in services is an elusive concept. Evaluating is
affected by the service-process [friendliness & Y Empathy…customers should be attended to on
responsiveness of service personnel]. individualized and personalized basis.
Y Quality in service is a customer-oriented phenomenon. Y Physical evidence associated with service should be
It is, defined by customer; all other judgments are of clean.
little value. Y Failures occur, not in relation to service product but in
Y Many service business do not recognize that a quality addressing the issues of service execution.
problem really exists. Y Not personalizing the service… absence of warmth and
Y Service reliability… customers expect delivery of services personal touch in providing service.
dependably, accurately and consistently. Y Abysmally low level of productivity standards.
Y Responsiveness… should be delivered promptly and bank Y Lack of distinct image in the market
should respond to customers' demands.

Five Dimensions of Refined Service Quality Scale ("Servqual")

TANGIBLES : The appearance of physical facilities, equipment, personnel, and communication materials.
RELIABILITY : Ability to perform the promised service dependably and accurately.
RESPONSIVENESS : Willingness to help customers and provide prompt service.
ASSURANCE : Knowledge and courtesy of employees and their ability to inspire trust and confidence.
EMPATHY : Caring, individualized attention, the firm provides its customers.
Parameters for a sense of welcome

CLOSE OPEN
Behaviors that will choke customers Behaviors that will open customers
Ignoring Smile
Keep waiting Offer hand shake
Totally vague Give your name first
Offhand Eye contact
Rude/impolite Stop what you are doing completely
Talk too much Ask "How may I assist you"
Allowing others to interrupt Match their pace fast or slow
Not listening Give other options
Forgetting their name Show enthusiasm and warm energy
Looking their name Be focused on them only
Looking dis-interested Offer a personal touch
Dishonesty If you do not know say so but find out
Being indecisive If they are kept waiting explain why
Not following through with tasks Avoid run-arounds if you need to refer elsewhere check beforehand that
your reference can really assist.
Having no product knowledge Escort them personally if they need to find something in your branch
Disorganized paper work Slow down your voice

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