Literature Review on Service Quality

This literature review presents a comprehensive compilation of research studies on service quality, customer satisfaction, and value cocreation across multiple industries. The selected papers and articles provide in-depth analyses of the impact of service quality on customer loyalty, patient satisfaction, and behavioral intentions in healthcare, transportation, and e-government services. Additionally, the review includes studies on data quality for data science and predictive analytics in supply chain management. The summary aims to provide an overview of the key findings and research methodologies employed in these studies.

Manage quality
customer service

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Investigate, identify, assess, and include the needs of customers.........................................1
1.2 Ensure plans achieve the quality, time and cost specifications.............................................4
TASK 2............................................................................................................................................4
2.1 Deliver products and services to customer specifications within organisation’s business
plan..............................................................................................................................................4
2.2 Monitor team performance to consistently meet the organisation’s quality and delivery
standards......................................................................................................................................5
2.3 Help colleagues overcome difficulties in meeting customer service standards....................6
3.1 Develop strategies to monitor progress in achieving product and/or service targets and
standards .....................................................................................................................................6
3.2 Develop and use strategies to obtain customer feedback .....................................................8
3.3 Develop, procure and use resources effectively to provide quality products and services...9
3.4 Make decisions to overcome problems and to adapt customer services.............................10
3.5 Manage records, reports and recommendations .................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer service plays an imperative role growth and success of every business
association. It entails with taking care customers' needs in terms of providing or delivering them
high quality service and also provide assistance before and after purchasing. Most successful
businesses recognize the importance of providing outstanding customer service. A courteous and
empathetic interaction with a trained customer service representative can mean the difference
between losing or retaining a customer. When problems arise, customers should receive timely
attention to the issue. Prompt attention to emails and phone calls is critical to maintaining good
relations. The customer planning process of the firm ensure that people are getting higher
customer satisfaction level (Ryu, Lee and Gon Kim, 2012). Customer service adds value to a
product and builds enduring relationship. In this modern era, business organisations are tend to
acquire new and innovative customer services so as to gain high competitive edge and market
share. Along with this, purpose of this document is to implement a framework towards
implementation or maintenance of an appropriate data or record management system. Innovation
Widget is the chosen organisation in this present assignment which is committed to manage
necessary records which are able to meet business needs as wells as its legal and financial
requirements.
TASK 1
1.1 Investigate, identify, assess, and include the needs of customers
About Innovations Widgets – Basically, innovation widgets is a leading producer of
Widgets in Australia which was implemented in 1952. These Widgets are used as elements for
various types of machinery, including industrial or domestic machinery. Innovative Widgets
Innovative Widgets is small firm with about 50 employees. All of their widgets are well
designed, functional and produced by managing high quality services. In addition, customers
over Australia expects to get qualitative and value added products at competitive prices.
Although, to run effectively of these innovative widgets various departments or staff are liable
for different roles and responsibilities at workplace (Mok, Sparks and Kadampully, 2013).
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Appendix 1: Customer Service plan Template
2

Innovative Widgets Customer Service
Charter
3

Welcome to Innovative Widgets!
Our vision and mission:
Create a vision and mission statement that
includes reference to customer services
Vision and mission statement of the
company – Vision statement of the company
encompasses with how firm will envision
customer services being delivered in the
future. On the other hand, the mission
statement of small businesses insists will what
a firm will do to accomplish its vision. This
may encompasses with firm's function,
objectives as well as philosophies.
Vision
The vision statement of Innovation
Widget is to be market leader in last five
years in terms of customer service satisfaction
by delivering timely and responsive services
with integrity, generate passion for excellence
while meeting buyers' expectations.
Mission of the company: -
 Innovate new ways of manufacturing
and testing widgets
 Deliver consistently high-quality
customer service internally and
externally
 Keep Australian businesses buying
Australian widgets through quality
products and second-to-none customer
service
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 Have the best safety record of any
widget company.
Who are our customers?
Our internal customers are:
List Innovative Widgets’ internal customers
List Innovative Widgets’ internal customers
Internal customers of the company are those
colleagues or department in business
organisation who are liable to do internal
function, like- how marketing will be used for
delivering internal services as well as
communication. It also involves those
activities that interacts with research and
development, human resources, production or
logistics, information technology and
customer services as these are the internal
parts of the company.
Our internal customers require:
List these customers’ needs
The basic needs of internal customers of the
company is to provide them healthy and
positive working environment as they can
perform in better manner. It is essential for
management to provide basic remuneration to
all employees as per their skills and abilities.
Our external customers are:
List Innovative Widgets’ external customers
External customers of the company are those
end users, target audiences and stakeholders
that have a huge impact on firm's market
condition. Along with this, external customers
exchange money to buy goods and services
and actually consume these products. These
people have an impact in corporate activities.
Our external customers require:
List these customers’ needs
The basic needs of customers is to deliver
them qualitative and value added products.
Customers also want to get effective products
at premium prices in order to gain high
competitive edge.
We’ll give you what you need … and more!
We promise to deliver a widget that’s right
for your needs:
List relevant productquality specifications
5

 deliver premium quality products in
accordance with its commitments;
 work closely with customers to
understand their needs and the value
in use of its products;
 promote consistency of quality and
customer focus throughout the
company;
 align the company's business plans
with the quality requirements of the
market; and
 improve its value proposition to
customers over time.
We promise to support you:
List relevant customer service guarantees, e.g.
related to time, cost and after-sales support
 Providing products on or before
delivering time
 Cost of the products should be
affordable by maximum number of
customers
 Management should also have to
proper feedbacks and reviews from
clients after purchasing so as to attain
and retain for long term period.
We’ve support our people to support you!
Innovative Widgets’ policies and procedures
that support customer service include:
List relevant policies and procedures
Innovative Widgets’ policies and procedures
that support customer service include:
6

Innovative Widgets records and data are
accurate, up-to-date and clear to ensure that
they can be used for the benefit of the
customer and service provision.
 They must be understood by anyone
who needs access to them.
 They are to be treated as confidential
and kept secure as per Privacy Act
1998
 Customer are allowed to see the
information which Innovative Widgets
hold about them
 Any incorrect information must be
changed or destroyed\
 Updated (date) CEO Innovative
Widgets 2014
Apart from this, RATER model can be
used by companies so as to measure
customers' expectations; the main elements of
this model are -
 Reliability – Ability to perform the
promised service accuracy.
 Assurance – Knowledge and courtesy
of employees and their capability to
improve trust.
 Tangibles – Appearances of physical
facilities, personal and communication
materials. Empathy – Provisions of caring
individualised attentions to buyers.
 Responsiveness – Willingness to help
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target audiences and deliver prompt
service.
Reflection – The main problem with performance of Innovation Widget is the execution
of effective customer services. By considering the mission statement of the company, to deliver
passion for target audiences as well as service experience. While developing a customer service
plan firstly I assessed vision and mission statement of the company then identified internal and
customers who have a huge impact on decision making process of the firm. Afterwards, there is
developed certain specifications of product quality in order to make it more effective. In order to
measure customers' expectations, I have considered RATER model.
1.2 Ensure plans achieve the quality, time and cost specifications
A manager can use various technologies and components for conducting an effective
research and effectively manage relationships with customers as well as train and align the
responsibilities to team members. Although, the process of customer relationship management
can be quite difficult or it can be a simply basic data which is retrieved from firm's point of view.
Customers expect to receive high-quality goods or service. Quality refers to the characteristics of
a product, system, service or process that meet the requirements of customers and other
interested parties (Lee, Lee and Kang, 2012).These characteristics are generally discussed in
terms of the value offered to a customer. Quality, cost and time are three components that
contribute to value. These are discussed below: -
Quality – A product's quality links with its capability to fulfil that purpose for which it
has been developed. Although, buyers are expected to confirm quality with safety legislation and
meet their demands in the best possible manner. They wish appropriate and clear description and
operating instructions to be available. Various components that must involve in product quality
are – performance (primary operating traits), features, reliability, conformance, technical
durability, serviceability, perceived quality, value of money erc.
Cost - A product's cost is linked with its quality, customers' expect competitive and
reasonable prices. Although, there are different dimensions of costs, such as- manufacturing cost,
value added, selling price, running cost (price is required to keep product running in market),
service cost ( cost of servicing of a product), profits (Rummler and Brache, 2012).
Time – Various dimensions of time are – manufacturing lead time, due date performance,
rate of product introduction, delivery lead time, frequency of delivery etc. Customers expect the
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product or service to be available when they need it and/or for it to be delivered on time. The
value associated with a product, process, system or service relies on the organisation’s ability to
meet the cost, time and quality specifications of the customer.
TASK 2
2.1 Deliver products and services to customer specifications within organisation’s business plan
Delivering consistent quality of products at competitive prices supports companies to
adopt needs and requirements of clients in order to create a positive relationship with them. It is
also beneficial in enduring customer relationship. Although, managing consistent delivery of
products by adding value in them requires higher knowledge of customers' needs as well as an
ability cope performance level of service team; this will support them to get rid out from difficult
situations (Wu, 2011). For instance – Innovation Widget is a widget company which provides
business technology rental solution through different Australian retailers. The firm follows an
open as well as collaborative approach in order meet customers' desires. The business model of
the company includes direct interaction or dealings with target audiences. Along with this, To
guarantee their item is addressing the requirements of both the end clients and their business
accomplices, the organization builds up a few deals instruments to show the reimbursement and
tax breaks after some time (for end clients) and to help business people in prescribing their item.
2.2 Monitor team performance to consistently meet the organisation’s quality and delivery
standards
There are various types of performance management frameworks which supports to
facilitate communication and direct behaviour at workplace; it will also contribute in foster mods
and determining positioning as well as production capacity of the firm. Following are the main
methods that can be assists to meet quality standards Innovation Widgets, such as-
Industrial relations – It covers different elements like – how staff members will be
remunerated in order to deliver effective customer services, educated and licensed people must
be hold, reasonable working hours and other employment conditions (Tan, Benbasat and
Cenfetelli, 2013). For example - Ensuring staff have accredited and up-to-date training towards
generating new and innovative widgets.
Code of practices – These are acquired or utilised to set fundamental requirements of
industry for a provision of certain products and services that are going to be delivered to buyers.
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For instance - Understanding and applying the code of practice that outlines service standards for
industry.
Financial transactions - Enactment guarantees that the monetary exchanges of clients
are receipted and that electronic instalment forms are secure. For example - Secure receipts
which are issued to check for possible pricing errors for customers.
Work health and safety – These legislations also ensure that all customers as well as
staff members are living in safe and secure environment while delivering customer services
(Zhao and et. al., 2012).
Methods include:
 formal training: presented by managers or trainers
 informal training: such as peer-group meetings, role-modelling
 trial and review: to ensure standards and legislation are being adhered to
 opportunities for feedback and improvement: formal or informal.
2.3 Help colleagues overcome difficulties in meeting customer service standards
Client benefit issues can run from identity clashes and contradiction over cost through to
physical dangers and legitimate activity. Overseeing staff in a client benefit part requires learning
of the different techniques for struggle determination and methods for applying them to the
group through powerful authority, supervision, instructing and tutoring. Along with this,
employees will frequently encounter troubles in the regions of client contact and or on the other
hand data administration (Sampson and Spring, 2012). A portion of the more typical challenges
identified with client contact and data administration are recorded underneath: -
Customer contact Information management
Handling customers complaints Product knowledge
Addressing customers' behaviour Record keeping and management methods
Relating to customer needs used empathy. Understanding customer inquires.
Obtaining customer feedback Aligning products and services with needs.
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Innovative Widgets
Customer support policy and procedure – collecting market research
Purpose The main purpose of customer service policy is to raise expectations
of customers. Representatives who go above and beyond to find the
right product or service or troubleshoot a problem quickly are bound
to meet the needs of clients and make them feel valued.
Scope There are various people like- staff members, management, customer
service department, higher authorises of Innovative Widget are
involved in providing customer services to people.
Resources Human resources, physical resources, technical resources and
financial resources are involved in effective customer service policies.
Relevant legislation
etc.
Legislation can help protect customers, but excellent customer service
requires sustained focus from organisations.
The Competition and Consumer Act 2010 (which replaced the Trade
Practices Act 1974 on 1 January 2011) aims to give businesses a fair
and competitive operating environment.
Updated/
authorised
Yes, the customer service policy of Innovative Widget has been
approved by higher authorities of the company.
Customer support process/es
There are several steps which are getting involved in customer support process, such as -
 Firstly, management of Innovative Widget should greet their target audiences in proper
manner.
 Then, there is required to be determine their needs and wants to so deliver the products
accordingly.
 Afterwards, customer service staff can use various strategies so as to influence people
towards purchasing.
 After purchasing, there should be taken proper feedbacks and review from customers so
as to determine the whether they are happy with products or not.
TAKS 3
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3.1 Develop strategies to monitor progress in achieving product and/or service targets and
standards
In order to monitor progress of customers services Innovation Widget has adopted a key
performance indicator which measure the value which determines how effectively firm is going
to be achieved its key business objectives. Companies are being used KPIs at diverse level in
order to evaluate their success so as to arrive desired targets. In addition, high level Key
performance indicators are emphasised on overall performance level of business association,
whereas low level KPIs are tend on processes of various department, such as- marketing, sales,
human resources and call centre (Sallis, 2014). Along with this, a KPI is only valuable as the
actions it encourages. Business industries, now these days, are acquiring several key
performance indicators that are able to reflect their own business as well as fails to hinder
positive changes.
On the other hand, a commitment towards continuous improvements in delivery of
services is one of the model of International customer service standards. Several methods are
presented in order to make such modification in current operational system, it involves endowing
effective data for measure performance, training and development assistance to staff, executing a
range to feedback mechanism as well as amendment of existing policies or procedures (Lai and
Chen, 2011).
A customer relationship management database encompasses these following aspects: -
 Sales performance and customer or market trends
 Customer margins (profitability of individual customers or segments)
 Customer alignment (product segmentation)
 Customer drift (changes in buying habits)
 Selling opportunities (cross-selling, up-selling or switch-selling)
Service target Strategies to monitor progress Reasons
10% increment in answering
calls in order to diminish
customers' dissatisfaction.
Customer survey – a sample of
end users polled to identifying
satisfaction level.
Customer relationship
management compare current
calls answered against calls
Appropriate data will provide
quantitative improvements
year by year.
Quick or fast improvements in
order to back up service target
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answered for the same period last
year.
Adoption of key performance
indicators helps to measure
customers' satisfaction level in a
systematic manner (Hussain, Al
Nasser and Hussain, 2015).
objectives.
3.2 Develop and use strategies to obtain customer feedback
Key performance indicators is one of the best strategy that is used for getting accurate
information form target audiences, such are stated as under: - cycle time from request to
delivery, call length (time takes to answer a call), volumes of call handled (per call centre
staff), number of escalations, number of reminders or alerts, customers' ratings of service,
number of late task and customer complaints. In order to obtain customer' feedback, there is
required to conduct a questionnaire so as to gain maximum information from customers.
Excellent Good Average Fair Poor
Staff available in a
timely manner
Is staff greeted you and
offered to help you ?
Staff was friendly and
cheerful throughout.
Staff answered your
questions properly
Employees showed
knowledge of the
products and services
Staff offered pertinent
services
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Staff was courteous
throughout
Overall, how would rate
our customer services
The ease of contacting
the service department
to make an appointment
The service advisor's
understanding of the
work required when
you book the
appointment.
Communication during
service/ repairs to keep
you update on progress.
Open ended questions
 What did you like best about our customer services?
 Based on your recent visit, should you wish to, please enter below any additional
comments or suggestions on how we might improve our aftersales customer service ?
 Is there a staff person you would like to command
Name Reason:
Thank you for taking the time to complete our customer service survey.
3.3 Develop, procure and use resources effectively to provide quality products and services
For management, people are required to determine the sources which are essential to
influence changes of a customer service system. Following are the internal factors which
promote quality services, such as -
 Decisions made as a result of customer feedback and opportunity analysis
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 Other organisational policy or procedural changes.
Therefore, providing quality products or services needs to establish a balance system
between resources in order to accomplish desired outcomes. While changes occurs such
resources are out of balance, in this relations business organisations are required to remove or
acquire those resources bring a new system in order to implement equilibrium between all
working activities (Hazen and et. al., 2014). Below is defined details of resources which are
needed to response towards changes, such as-
Buildings and facilities – A new manufacturing process plant or a new office location
may be required.
Equipment – Upgrades in existing customer relationship management system often
requires new hardware in order to run the system in an effective manner. Other measurements
need might be handheld communication devices for sales and service staff.
Finance – Internal funds should be produced for improving projects of customer
services. For example- additional staffing, an advertising campaigns as well as staff training. On
other hand, to make larger changes changes there should be required to collect external changes
through debt or equity funding options.
3.4 Make decisions to overcome problems and to adapt customer services
The end result of data analysis and customers' feedbacks is to attain better outcomes from
target audiences. For accessing regular improvements, management should allow determining
those areas small acquisitions of products or services and customer service processes must be
necessary.
Several methods can be adopted that stated as under: -
Loan manufacturing – It is a procedure that is steadily eradicates wasteful work
processes. Although, waste can discussed as any activity which occurs directly or non directly
and add value in customers' experience. Along with this, loan manufacturing encompasses with
streamlining activities, such as- customers' issues or complaints, improving delivery, introducing
with online and rendering more comprehensive information about product.
Six Sigma – It is a system of determining and eliminates defects or errors in customer
service processes. In context of manufacturing, six sigma entails with production output. On the
other hand, in customer services it means to be reduced the number of complaints or further
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metric handling tools, i.e. fast answering calls, number of customers' calls on hold as well as
customers' satisfaction responses (.Büyüközkan, Çifçi and Güleryüz, 2011).
Total quality management - Basically, TQM is a strategy that support to embedding of
an organisation wide awareness of quality in business procedures. This aspects cover a wide
range of customer service, i.e. delivering proper information, managing complaints fairly,
ensuring prompt delivery, rendering accurate and correct product information to customers.
In bigger associations, changes are once in a while left to one individual to execute. In the
event that suggestions for process, item or administration changes are made, interview between
work force influenced by the progressions ought to happen. The counselling procedure
guarantees that applicable faculty are incorporated into any change procedure and in this way
have the chance to increase the value of any change. Interview procedures can include:
 formal and casual gatherings
 meetings to generate new ideas
 Introductions to partners of input got and proposals made
 open doors for question and answer sessions.
3.5 Manage records, reports and recommendations
In order to manage these records or reports it is recommended to customer service
department to follow these elements which are stated as under: -
Decision-making processes: -
When suggestions have been submitted and the discussion procedure has happened, you
will be required to settle on a choice to beat distinguished issues. The choice procedure is an
administrative expertise that is transferable to all circumstances furthermore, settings (Sweeney,
Danaher and McColl-Kennedy, 2015). The fundamental guideline of good basic leadership
requires that you do the following:
 Think about every single accessible choice.
 Measure the alternatives against the related dangers.
 Select the alternative that best accomplishes the target
Skill development – It is necessary for administration to reflect their own performance
while coping organisational procedures; it supports to deliver a high standard of customer
services. Management should seek opportunities that can attained by improving employees skills
and knowledge in a specific area. They must also use professional or interpersonal networks so
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as to maintain currency as well as industrial knowledge. Along with this, self management
skilled will be beneficial to continuous monitoring and measure effectiveness of the company in
following policies, procedures, legislation and standards (Chen and Tsou, 2012).
Complaints records - Grievances records are delicate reports. Grievances with respect to
client administration may go to an ombudsman or be submitted as legitimate confirmation.
Records require to be clear, precise and adequate. They are additionally a helpful component of
the consistent change process. Furthermore, grumblings records are frequently put away with
the particular client document on CRM frameworks. Inquiry capacities or rotate tables can be
utilized to sort and break down dissensions information.
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Innovative Widgets
Record keeping policy and procedure
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Purpose Record keeping in customer service is a quintessential part of
customer data and information. Structured documentation in
customer service ensures that details on customers are all in one
place and accessed easily within the company by those who need it.
Scope Sales department, research department, audit team, higher
authorities are getting involved in order to take all necessary
decisions.
Resources There types of resources, i.e. Buildings and facilities, equipment
and finance.
Buildings and facilitates – A new manufacturing process plant or a
new office location may be required.
Equipment – Upgrades in existing customer relationship
management system often requires new hardware in order to run the
system in an effective manner.
Finance – Internal funds should be produced for improving projects
of customer services.
Relevant
legislation
etc.
The following legislation is relevant to the Records Management
Financial Reporting Act 1993 - it defines the standards to be used
in preparing financial reports and obligations in respect of the
preparation and audit of financial statements. See also Public
Finance Act 1989 for relevant sections.
Goods and Services Tax Act 1985 - it includes requirements for the
keeping of records to support the administration of the Goods and
Services Tax system (s 75) and their retention for a period of at
least seven years after the end of the taxable period to which they
relate.
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Updated/
authorised
The record management policy entails preserving the institution's
corporate memory by enabling records of enduring cultural and
historical value to be identified, captured, and transferred to the
possession of an approved repository at the end of their life cycle;
which has been approved by top management.
CONCLUSION
From the above mentioned report it get analysed that customer services are one of the
crucial part for every business association in order to get market growth and vitality. Although, it
is essential for administration to involve all stakeholders of the firm while making any business
decisions so as to gain high competitive edge. Along with this, the report has stated that while
developing a customer service plan, Innovation Widget must consider several components: -
quality, delivery of time, accuracy of information, goals and objectives. Although, identification
of customer services is necessary so as to gain higher customer satisfaction level and getting high
competitive edge in a certain time period. While monitoring team performance supports to meet
organisational quality and deliver quality standards. Loan manufacturing, six Sigma, total quality
management are the main methods to overcome from customers' problems and barriers.
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REFERENCES
Books and Journal
Ryu, K., Lee, H. R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value,
customer satisfaction, and behavioral intentions. International Journal of
Contemporary Hospitality Management. 24(2). pp.200-223.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Lee, S. M., Lee, D. and Kang, C. Y., 2012. The impact of high-performance work systems in the
health-care industry: employee reactions, service quality, customer satisfaction, and
customer loyalty. The Service Industries Journal. 32(1). pp.17-36.
Rummler, G. A. and Brache, A. P., 2012. Improving performance: How to manage the white
space on the organization chart. John Wiley & Sons.
Wu, C. C., 2011. The impact of hospital brand image on service quality, patient satisfaction and
loyalty. African Journal of Business Management. 5(12). p.4873.
Tan, C. W., Benbasat, I. and Cenfetelli, R. T., 2013. IT-mediated customer service content and
delivery in electronic governments: An empirical investigation of the antecedents of
service quality. MIS quarterly. 37(1).
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