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Service quality Dissertation/Thesis Saudi

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May 16, 2010

The term ‘Service Quality’ has different meanings in different situations. For some it means the way of treating customer, which can be known as quality of service. For some it has different perspectives, such as:
  • Satisfaction
  • A relative feeling of the organization and its services
  • Quality delivered (Robert and Graham , 2008)
The above mentioned points give much clear picture of Service Quality, which is the key concern of customer relationship management.
 
 Satisfaction
 
When we talk about the Service Quality, it directly leads to the customer satisfaction. Infact, the core endeavor of service quality is the satisfaction. The satisfaction means the customer oriented services which can fulfill the requirements of customers who are of primary apprehension to the industry. The meeting of customers’ requirements means providing them quality of products and services. (Zeithaml et. al, 2005).
 
Because of increasing competition, the service organizations are also looking ways of efficient means for marketing and customer satisfaction. Strategic quality management in services is therefore improving an industry, and this includes whole of service sector (Soteriou and Stavrinides, 2000, Bhat, 2005; Bexley, 2005). Providing quality service is more towards marketing strategy and not the financial presentation (Mukherjee et al.,2003)
 
Customer satisfaction is elementary to building loyalty. When the service provider understands how the users will estimate service, it becomes easy for him to evaluate the crux for long-term relationship. As I have mentioned earlier that quality is something which is directly related to service. Hence, the service provide by any company shall have the key features for providing the said service in a quality way. My research also focus on objective of how call centers can provide the quality service to the customers in banking industry. (Sarah D., 2004 )
 
 Benefits of Service Quality
The benefits of service quality are as follows:
  • Quality is long-lasting and cannot be compared with the cost.
  • It is a kind of marketing tool , which can never fail.
  • It builds up the relationship of customer with the industry on value basis.
  • The customers can pay more to get the better service quality.
  • Service quality directly touches the heart of the customer and cannot be forgotten easily (Robert and Graham , 2008)
 
 Customer Satisfaction
The main reason to analyze the customer’s expectation is to understand his behavior. By understating his behavior the services can be drafted and delivered accordingly. Customer satisfaction largely relies on valuing their requirements and providing them proper and appropriate assistance. This is one thing on which customer’s dependence increases and he can advice the same to other people.
 
In simple terms, satisfaction is the result of customers’ estimation of a service based on a compensation of their perceptions of service delivery with their prior expectations.