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所在平台: Udemy |
课程主页: https://www.udemy.com/course/improving-service-recovery-service-quality/
课程评论：没有评论
课程名称：改善服务恢复与服务质量 课程概述：服务质量是决定服务优劣的重要参数，是区分不同服务的关键因素。在竞争激烈的市场中，服务公司需要强调服务品牌的质量，而非仅仅数量。顾客为什么会选择你，而不是你的竞争对手提供的相同服务？服务质量的差异是让你的品牌脱颖而出的关键。 课程探讨了产品与服务行业在质量改进方面的相似性与差异性。服务行业的某些流程往往复杂，无法像制造业那样轻易标准化。因此，服务公司面临的挑战是寻找适合大规模定制的服务流程，以保证在所有顾客和条件下的服务一致性，并运用质量框架实现流程卓越。例如，人力资源和账务处理等流程，由于其高度标准化，适合应用质量框架进行改善。 另一个需要考虑的重要原则是如何定义缺陷及其测量方式。在制造业中，缺陷通常通过目视检查或先进的质量控制程序容易发现。然而在服务行业，缺陷的定义更具挑战性，因为顾客所要求的服务质量与服务提供者所提供的服务质量往往存在差异。为了更好地理解什么是缺陷，可以通过顾客流失率、顾客满意度评分和服务周转时间等指标来进行定义。 此课程将帮助学员深入理解服务质量的重要性和改善策略，为提升服务企业的竞争力提供有力支持。
‘Service Quality' refers to a parameter which decides the superiority or inferiority of a service. Service Quality can be defined as an attribute which differentiates a service from its competitors. Service Quality plays an essential role in every service business. Service company marketers need to emphasize on quality of their service brands over quantity to survive the cut-throat competition. Why would a customer come to you if your competitor is also offering the same service? The difference has to be there in service quality. Your service brand needs to be superior for it to stand apart from the rest of the service providers.There are a few key similarities and differences between quality improvement in the product and service industry:However, in the service sector, there are some service processes that are highly complex and do not lend themselves to standardization in the same way that a process in the manufacturing sector does. Hence, the challenge for the service companies is to consider which service process can be mass-customized meaning that the service process is the same for all customers and in all conditions and then apply the quality frameworks to achieve process excellence.However, in the service sector, there are some service processes that are highly complex and do not lend themselves to standardization in the same way that a process in the manufacturing sector does. Hence, the challenge for the service companies is to consider which service process can be mass-customized meaning that the service process is the same for all customers and in all conditions and then apply the quality frameworks to achieve process excellence.An example of a mass customized process in the service sector company would be the payroll and the billing and accounting processes that lend themselves to standardization. Similarly, in a fast food chain, the service processes lend themselves to a high degree of standardization and hence these can selected for application of the quality frameworks.The second point to be considered is one of the cardinal principles of quality control: To define what is a defect and how is one going to measure it. In manufacturing industries, it is often easier to spot defects as visual inspection or even advanced quality control processes can often spot defects as they relate to the quality of the product manufactured.However, in service companies, defining a defect is a challenge as the conflict between service quality as demanded by the customer and the quality of the service as offered by the service provider are two different things. Owing to the perceptual nature of arriving at an understanding of what a defect is, it is often helpful to define the defects in terms of customers lost, customer satisfaction ratings, and service turnaround times.
