You should now access Reading 2: ‘Service Quality Issues in Financial Services’
This reading provides a very good overview and several case studies of how gaps were identified and dealt with.
The SERVQUAL model developed into the RATER Model, which identified five main aspects of quality customer service.
The RATER Model of Customer Service
According to the book ‘Quality Customer Service’ by Zeithaml et al (2009), one way of examining customer service is the RATER Model:
- Reliability: did the company provide the promised service consistently, accurately, and on a timely basis?
- Assurance: do the knowledge, skills, and credibility of the employees inspire trust and confidence?
- Tangibles: are the physical aspects of the service (offices, equipment, or employees) appealing?
- Empathy: is there a good relationship between employees and customers?
- Responsiveness: does the company provide fast, high-quality service to customers?
Have a look at the following two scenarios, and in groups, complete the tables with your responses using the RATER model.
You work in a restaurant in Sandy Bay selling Nepalese food. You have lots of competitors in the same area – Indian, Chinese, Thai and Mexican restaurants. You would like to set your restaurant apart from the others – why would customers prefer your restaurant in terms of quality service? Using the RATER Model, how would you do this?
You work in a large government department in Hobart. Your boss has received some feedback from other departments that they are not happy with responsiveness and the quality of work coming from your area. Using the RATER Model, how would improve the level of internal customer service?
Following on the previous week, the following video will provide you with a further overview of ISO9001:
Essentials Clause 6 Planning | 13:53 mins
After you’ve watched the video, make some of your own notes on the key principles covered in the video.