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Point of Discussion:

Being a customer of a super store in your locality, you are required to examine four factors of service quality i.e. accessibility, consistency, empathy and tangibility to judge the effectiveness of store’s service delivery. Discuss the reasons of existence or non-existence of above mentioned factors in store.

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Hand out's lesson # 4 should be read for attempting this GDB

Many service organization have well-developed quality assurance systems. Most of them, however, are based on manufacturing analogies and tend to be more product-oriented than service-oriented. Many of the key dimensions of product quality apply to services. For instance, “on time arrival” for an airline is a measure of service performance; frequent flyer awards and “business class” sections represent features. A typical hotel’s quality assurance systems focus on technical specifications such as properly made-up rooms. However, service organizations have special requirements that manufacturing systems cannot fulfill. The most important dimensions of service quality include the following; you may remember the most important ones by RATER:
Reliability: How much reliable is the service provider?
Accessibility and convenience: Is the service easy to obtain?
Timeliness: Will a service be performed when promised?
Completeness: Are all items in the order included?
Consistency: Are services delivered in the same fashion for every customer, and every time for the same customer?
Tangibility: After the service is over, is there any thing to take home to remind the service
experience?
Empathy or Courtesy: Do front line employees greet each customer cheerfully?
Responsiveness: Can service personnel react quickly and resolve unexpected problems?

We must study and relate these factors with a retailer store we normally visit. Access the presence of these factors of service or non-existence. If we do that , hope our GDB will be done.

This GDB carries only 5 marks. so, 15 to 20 lines will serve the purpose.

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