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Service Quality Management - Essay Example

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Organisations operating in the service industry have to concentrate on meeting five performance objectives in order to meet their service delivery requirements. Whilst organisations in the manufacturing industry have to concentrate on manufacturing goods and have little customer contact, organisations in the service industry have to work intensively with their customers…
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Service Quality Management
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Download file to see previous pages Doing things right all the time also involves making sure their service is fit for purpose, and that the service is what the customer is expecting. In an environment where customers are faced with increasing choice, getting this concept right is very important. Time is also a commodity for customers and therefore organisations need to ensure that their service delivery is fast and minimises the waiting period for customers, and this includes queue management. The ability to deliver on time and to the right specifications enhances an organisation's dependability advantage, as customers prefer consistency in their suppliers. Another important aspect of service delivery is the flexibility advantage, which goes hand in hand with choice. Most service organisations will offer variety and flexibility in a bid to stop their customer from going to one of their competitors.
Another final important aspect of the service delivery process is the cost advantage which means costing its services appropriately and ensuring the cost reflects the quality of the service provided. This essay shall analyse service delivery at Top Shop which is a clothing retailer to illustrate the importance of this concept, and will proceed with a critical evaluation of customer satisfaction and customer loyalty in relation to service delivery.
Top Shop is one of the Uni...
These fashions also come in a wide variety and have limited store availability times attached to them, which further increases the perceived value and quality of the clothing items. In a bid to diversify, Top Shop has launched its Top Shop To Go service in London which is a free personal shopping service that aims to bring requested styles, colours and sizes to a location of the customer's choice, be it the home, office or hotel room. This service also gives the shopper the opportunity to try on clothes, and receive guidance and advice from the style advisor in their own surroundings. This service is very similar to the Ann Summers and Virgin Vie parties, which brings groups of people together in one place, and the Top Shop representative can effectively market to this group. This setting also introduces new customers and is more likely to generate sales of the new customers, due to social pressure, especially if everyone else in the group has purchased an items or items. This is an extension and improvement to Top Shop's service delivery channels, which it views as necessary in order for it to stay ahead of its competitors.
Top Shop is a fashion retailer based on the high street, with service delivery though the internet and its new service, Top Shop To Go. This means that the customers come to Top Shop, as they are in control the demand. Therefore locating in a central location, which is accessible such as the high street, will ensure that Top Shop makes itself visible to all potential customers. The internet is another channel for service delivery, however, this could never be the sole channel, as customers still prefer to try on clothes and shoes before ...Download file to see next pagesRead More
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