Service Quality Improvement Essay Example | Topics and Well Written Essays - 2250 words

Service Quality Improvement - Essay Example According to Sheth & Kellstadt (1992), a normative model of service quality improvement is built on the concept of continuous improvement. The company that I have been working in has been using this kind of approach to address its issues of quality improvement. This is because the key objective of the company is to achieve sustained improvements in its services delivery. Therefore, throughout my career, I have had an opportunity to experience a situation in which this model was applied. Moreover, I have been able to experience some of the benefits of this kind of a model when used to improve service quality as well as some of its shortfalls. This benefits and shorts could form a very good basis for my evaluation in this paper. Normative model of service improvement is divided into stages. The stages include management commitment, employee commitment and participation, employee education and training, communication, assessment and modification, outcomes and targets, and integration (H ernon & Whitman, 2001). These stages are interconnected in an intertwined manner. This means that a stage does not necessarily result to its next stage. However, each stage is independent of the other. The company that I am working in has been undertaking almost all the above stages in its approach to service quality improvement. Some of these stages in service quality improvement have been very conspicuous. This makes them to be easy to identify even to the people who are not top managers. However, some are inconspicuous thus can only be identified by top managers. Sheth & Kellstadt (1992) also identifies this approach of service quality improvement as both multi-disciplinary and requires individuals with different functions in the company. This is because it requires efforts of managers belonging to different disciplines. Moreover, it involves employees with varying roles in the company. In the company I work with, service quality work has not been the work of the marketing department only. In every case that the company has attempted to improve its quality of service, all the departments have been required to play almost equal roles. This is because the company believed that improvement in quality of its services could only come from an improvement in the effectiveness of every department in the company. Benefits of the model to service quality improvements The most essential component of any organization is its management since it controls all the decisions made in the organization in its various operation stages. Use of a normative model for service quality improvement by the organization I work with has enhanced the participation and commitment of the management team to the process of improving quality of services. This is because it has been requiring every manager to show his commitment to the process. Moreover,