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Customer Satisfaction: What Does Quality Mean?

In our ongoing research we have uncovered thewill conform to the customer's specifications
ten statistical predictors of satisfaction inand requirements and will perform as promised
any customer-supplier relationship, for anywithout exception. Any parents who have
product or service. This article is apart onopened and assembled toys for their kids on
a ten part series explaining each of the tenChristmas morning knows what this means when
satisfaction predictors including: Quality,it  doesn't  go  right.
Value, Timeliness, Ease of Access,
Efficiency, Environment, Teamwork,Right the first time means that new car model
Commitment,  Self Management, and Innovation.doesn't get recalled, the software installs
perfectly and works immediately with no
Quality seems to be ubiquitous term used tofurther calls to technical support, the
describe everything under the sun, but ourwaitress gets the entire table's order
satisfaction research goes deeper. Whencorrect or the money budgeted by the city
'quality' is separated from the other ninecouncil for the municipal project is exactly
domains of satisfaction it stands alone, withthe  amount  of  money  that  gets  spent.
three distinctly identifiable
subcharacteristics, with the first describedCustomers like to deal with suppliers who
here.deliver what they promise the first time,
without having to return to exchange their
In the mind of the customer, 'quality' meansproduct, buy an add on accessory, or return
'compared with the best'. The quality of anyit  for  a  refund.
product or service is being compared with the
best that the customer has personallyThe third sub-characteristic of Quality, when
experienced or that he has ever heard of. Ait comes to customer satisfaction in the mind
golf course, for instance, might be veryof the customer, deals with the supplier's
good, but the golfer will be comparing itfront line personnel. These are the people
with  Pebble  Beach  on California's coast orthat  deal  directly  with  the  customer.
Augusta, site of the world famous MastersAccording to customer expectations from
tournament. In the mind of the golfer, thesemultiple surveys in many industries
might represent the upper limits of theworldwide, a high quality front line service
quality standard and receive a '10', and anyperson is one that is a subject matter
other golf course would necessarily receive aexpert, who can explain and answer questions
lower score for quality by comparison, evenregarding the product or service, and not
if  it  scored  a  9.75.only know about their own area, but have
general systems knowledge of all other
A particular hotel might have great quality,aspects of their company's operations as
but in the back of his mind the customer iswell.
comparing it with the Ritz Carlton in Palm
Springs or the Waldorf Astoria in New YorkThis might mean not only knowing the
City.specification so of the product itself, but
where in the store other products can be
The customer might be enjoying a really greatfound, what other services other departments
bowl of clam chowder, but it will have tooffer or even something as simple as knowing
outclass the soup he had in Ogunquit Mainestore hours or directions to another branch.
last summer, that set the standard for a 10The quality expectation of the customer is
in his mind. If he does find a better bowl ofthat front line personnel are well trained
clam chowder however, and it becomes theand can provide the customerwith the support
benchmark for quality, the old one will stillthey need, regardless of who they interface
enjoy the favored number two spot, perhaps atwith  at  the  supplier's  company.
a  9.8  on  a  scale  of  1  to  10.
These three sub-characteristics are highly
Those with discerning taste constantlycorrelated with customer perceptions and
explore the upper limits of quality in everyevaluations  of  quality  from  our research.
aspect of their lives. Aggressive suppliers
of products and services who want to enjoy1) Quality compared with the customer's
the highest levels of return and recommendinternal  benchmark.
from their customers, will be smart to
benchmark the competition in detail, to2) Error free, defect free and right the
continuously push each satisfaction dimensionfirst  time.
higher.
3) Front line personnel who are subject
The second sub-characteristic of 'Quality',matter experts and have general systems
when it comes to customer satisfactionknowledge.
behavior refers to error and defect free
delivery  of  a  product  or  service.Organizations who need to improve customer
satisfaction should have intimate
'Right the first time' according tounderstanding of these aspects of their
customers, is a very important definition ofproduct and service delivery system.
quality and means that the product or service



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