TQM in Services

TQM in Service Industry

Introduction

Today�s customer has before him the possibility of a wider choice of products & Services than ever before .He is going to be demanding & keen on having the best services in the shortest possible time & at the minimum cost .He will look for solutions that are more specific to his needs thus creating opportunity of many niche market.
-Today customers avail ATM services 24 hrs
-Book airline tickets & check-in over phone
-Self-service at fast food restaurant.
-And many more

What is different ?
-Service is also a product of different kind .
-No time delay between the production & delivery of service
-A defective product can be replaced but a defective service may create a permanent damage.

Growth of Service sector
Service sector is growing rapidly due to
-Change in environment , life style etc
-Demand for new kind of services
-Advent of new technologies
-Fast development of information technology & computerisation
-Lean manufacturing . (contracting out most activities)

Challenge of Service sector
Delight customers
-In a dynamic environment which is changing fast
-In growing competitive market
-With relatively shorter product life cycle
-Requiring more customisation

Service Quality Dimensions
Quality of Services differs from manufactured products
-Special characteristics including intangibility.
-Simultaneity ( promptness )
-Heterogeneity
-Unique dimensions of some services (e.g. Banking)

Service Quality Dimensions� models(Click to see the model)

Service Quality Dimensions� models - Cntnd(Click to see the model)

Process for Excellence
Identify Quality Dimensions most suitable for the Service. -Evolve technique for measurement
-Follow PDCA cycle for improvement
-Emphasize on developing special skill
-Empower service provider for customer satisfaction

Conclusion
To meet challenges of dynamic environment & rapidly growing competitive market , Service sector will have to take up the challenges &
1.Redefine current methodologies & standards
2.Change attitudes & orient & motivate personnel to enhance customer satisfaction
3.Identify & adapt appropriate technology for the future
4.Device methods to provide customised service

And who can be the better companion for ushering these changes except TOTAL QUALITY MANAGEMENT.

For further details contact PDP

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