Applying DSS technologies to impove service...
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Applying DSS technologies
to impove service quality
Norbert BECSER
Zita ZOLTAY-
PAPRIKA
IFIP WG 8.3
Case Studies of DSS
Budapest – Hungary
01. 04. 2005.
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Introduction
• To improve service quality it is necessary toelaborate a support system that helps decision-makers to generate alternatives based onobjective performance (service quality)measurement.
• We need to:– Define service quality,
– Have a model for assessing service quality,
– Develop a DSS based on the model
– Test and verify the conformity
– Build a modified model (if necessary) and a modifiedDSS
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Quality and performance
• Quality = „fittness for use” (Juran, 1988)
• Quality = stable, reliable processes
• Quality = continous improvement
• Quality (performance) improvement:
– Constant process
– Evaluation (statistical methods)
– Continous control and feedback
Expert (support) systems
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IFIP WG 8.3 Workshop
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Quality of services
• Services are intangible, heterogeneous,inseparable.
• Service quality is
– hard to evaluate,
– not only judged by its outcome, but the wholeprocess,
– subjective.
• Many uncertainties – good-bad service,expectations
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Why do we need a DSS?
• Decision situations at service quality
improvement are ill-structured.
• Absence of mathematical, statistical
methods.
• In a changing, complex environmnet
decision makers rely on their intuitions.
• Decision making is less effective.
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Why do we need a DSS?
• To make decision making more effective:
– determine the dimensions of service,
– create the possibility of measuring by dimensions,
– specify the persons concerned by the service,
– elaborate a database,
– carry out analysis,
– prepare proposals for decision makers,
– maintain the database,
– communicate.
DSS
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IFIP WG 8.3 Workshop
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SERVQUAL model
• American model to assess SERVice
QUALity (Zeithaml, V. A.; Parasuraman,
A.; Berry, L.L.; 1990.)
• Basic hypothesises:
– Customer expectations related to service
– Characteristics of percieved service differ
from each other
• Pitfalls of service delivery (GAP1-GAP5)
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
SERVQUAL model
Perceived
service
(customer)
Expected
service
(customer)
Perceived
service
(service
provider)
Managerial
perceptions
on customer
expectations
Befolyásoló
tényez k
Expected
service
(service
provider) –
level of
aspiration
Gap1
Gap2Gap3
Gap5
Communication,
external
influenceInfluencing
factors
Gap4
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IFIP WG 8.3 Workshop
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SERVQUAL model
• Aim of the model:
– define the dimensions through service quality
can be measured,
– analyse the „gaps”,
– choose among the dimensions to be
improved; choose among the pitfalls to be
avoided.
• Measurability and comparabiltiy!
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IFIP WG 8.3 Workshop
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SERVQUAL dimensions
• Tangibles
• Reliabilty
• Responsiveness
• Competence
• Courtesy
• Credibility
• Security
• Access
• Communication
• Understanding thecustomer
Tangibles
Reliabilty
Responsiveness
Assurance
Empathy
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Developing SQI-DSS model
• Our Aim: Develop a Decision SupportSystem that help top management inmaking their strategic decisionsconcerning quality improvement.
• Method: queries, 22 questions, 1-7 scale
• Focus groups:
– Top management
– Operative management
– Employee in contact with the customer
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Developing SQI-DSS model
• Difficulties of seizing service quality:
– different expectations of customers,
– expectations changing in space and time,
– judgements become distorted as timeelapses,
– few data, and hard to collect.
• Difficulties of the queries:
– time consuming,
– expensive.
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
The SQI-DSS model
• Use the Internet, telecommunication
networks, company intranet.
• Customers queried through Internet, or
telephone
• Close to service delivery
• Information immediately centralized
• Create databases, group
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Centralized SQI-DSS model
SQI-DSS
Manager
Service leader
Executives
Customer
Customer (retail) Customer
Manager
Service leader
Executives
Managers, executives via Intranet
Customer groups via internet, telecom
CustomerCustomer
Upper management
SERVQUAL model
Actions
Actions
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Pros’ and cons’ of SQI-DSS model
• Pros’:
– faster queries,
– possibility of continous queries – dynamic
model,
– faster and better grounded decisions,
– easier measurement – possibility of using
statistical methods,
– more effective and rational strategic
decisions on service process.
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Pros’ and cons’ of SQI-DSS model
• Cons’:
– problem of infrastructure,
– problem of questionarre,
– problem of applicability by respondents,
– problem of time-horizon.
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Testing and verifying
• Questionarre:
– 22 questions (Qs)
– 5 dimensions (SERVQUAL dimensions)
– All 22 Qs are understandable, applicable?
– Dimensions are separable?
– Method: Factor analysis, Cluster analysis
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Testing and verifying
• Test sample: Case Study (see later)
• Result:
– Reduced questionarre: 16 Qs instead of 22
– Same dimensions
modified Model in DSS
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Case study
• Hungarian commercial company
• Ten sites in Hungary
• Commitment to quality and continousimprovement
• Complex environment:– Different kinds of customers,
– Geographically separated sites,
– Central managemet,
– Strategic approach,
– Internet, intranet.
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Case study
• Questionnaires:
– 10 from top management
– 52 from sites
– 43 from partners
• Aspects:
– What is the ideal company like in the eyes of the
customer?
– What is the ideal company like in the eyes of the
employees?
– What is the present image of the company like?
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Case study
SERVQUAL dimensions
5
6
7
Expected service by
managers
Expected service by
customers
Percieved service by
customers
Tangibles
Reliability
ResponsivenessAssurance
Empathy
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Further improvement
• Use the modified model
• More case studies
• Improve the Internet, intranet platform
• Make SQI-DSS more user-friendly
• Use graphical forms
• Build a follow-up system
• Make SQI-DSS interactive
• Use real-time analysis
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IFIP WG 8.3 Workshop
Budapest - 01.04.05
Q&A
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