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The quality of the service design evaluated by the internal customer:
The Case of Gaviota Tours
Authors: Ing. Ivis Taide González CamejoMSc. Ernesto Batista SánchezDrC. Milagros Caridad Pérez PraviaDrC. Jorge Ramón González Ferrer
The Gaviota Tours Travel Agency of Holguın was created on March
10, 1997, as one of the four Base Business Units. Gaviota Tours,
together with the UEB Varadero, Havana and Centro form the four
territorial offices of GAVIOTA TOURS S.A. It is located in the tourist
pole of the province, specifically in areas of the current Esmeralda
Beach.
Characteristics of the company
1. Variations in use indicators of the workday.
2. 13% revenue decrease in the last quarter
3. Worsening of quality indicators, which is translated into:
Increased complaints by 18%.
Decreased customer satisfaction by 4.9%.
4. Decreased profit on sales by 17.5%.
Symptom
Diagnosis of Internal Customer Satisfaction
Characterization of the workforce
73.7 %
15.2 %9.1 %
2 %
9th grade
12th grade
Mid-level technician
Higher Education
Characterization of the workforce
66.7 %
24.2 %
9.1 %
Nothing
35.4 %24.2 %
22.2 %17.2 %
1 %
Until 35
More than 55
Characterization of the workforce
Process map
Clients
Clients
Needs and Expectations
Key processes
Strategic planning
Measurement, Analysis and
Improvement
Continuous improvement of the quality management
system
Marketing of the services
Design and Development Contracting Sales Operations
Management of human resources Computing Insurance
SUPPORT PROCESS
Diagnosis to internal customer satisfaction
Step 1: Compilation of information.Guarantees to customersPrice according to qualityMeeting deadlines with customersPayment agreements with regular customers
Price
Promotional routes Promotion
Quality categories for servicesVariety in offersService that satisfies the customerAttention to the needs and suggestions of the clientAttention and response to complaints and nonconformities.
Adequate personnel and event for the service
Product
Personal
Conditions conducive to good service performanceMeans of work required Infrastructure
Customer Satisfaction Index by variable
Where:
ISCv: Customer satisfaction index by variable
(Índice de satisfacción del cliente por variable)
Vv: (Votes by variable)
Vi: (Ideal value)
Step 2: Information Processing.
Variable ISCvGuarantees to customers 0.8375Price according to quality 0.7875
Respect for deadlines with customers 0.7875Payment agreements with regular customers
0.6125Promotional routes 0.8Quality categories for services 0.7875Variety in offers 0.775Service that satisfies the customer 0.875Attention to the needs and suggestions of the client 0.8375
Attention and response to complaints and nonconformities 0.775Adequate personnel and act for the service 0.925
Conditions conducive to good service performance 0.8625Required means of work 0.8
Customer Satisfaction Index by variable
Customer Satisfaction Index by Dimension
Where:
ISCd: Customer Satisfaction Index by Dimension
(Índice de satisfacción del cliente por dimensión)
ISCv: Customer satisfaction index by variable
(Índice de satisfacción del cliente por variable)
Dimension ISCdPrice 0.3181Promotion 0.8Product 0.3466Personal 0.925Infrastructure 0.69
Customer Satisfaction Index by Dimension
Análisis de los resultados
Customer Satisfaction Index by variable
Customer Satisfaction Index by Dimension
Price Promotion Product
Personal Structure
Guara
ntee
s to
custo
mer
s Price
/Qua
lityTe
rm
Paym
ent
agre
emen
tsPromoti
on
Quality
categ
ories
Varie
ty in
offe
rscu
stom
er
serv
ice
Needs
and s
ugge
stion
s
Compla
ints a
nd
nonc
onfo
rmitie
sAd
equa
te st
aff
Serv
ice p
erfo
rman
ceM
eans
of w
ork
1. No guarantees are given to customers. 2. The service is marketed at a price that does not correspond to the
quality of it.3. Sometimes the deadlines established with the clients are not
complied.4. There are no payment agreements that benefit regular customers.5. The ways of promoting marketed services are not enough.6. There are no quality categories for marketed services.7. Insufficient variety in the offers.8. Customer needs and suggestions are not taken into account during
service.9. Complaints and nonconformities are not discussed or answered in a
timely manner.10. The necessary means of working are not enough.
Analysis of results
Service Design Provision of service
No guarantees are given to customersSometimes the deadlines established with the clients are not respected
The service is marketed at a price that does not correspond to the quality of it. The ways of promoting marketed
services are not enough
There are no payment agreements that benefit regular customers.
Customer's needs and suggestions are not taken into account during service
The ways of promoting marketed services are not enough
Complaints and nonconformities are not discussed or answered in a timely manner
There are no quality categories for marketed services
The necessary means of work are not sufficient
Insufficient variety in offers
54.50% 45.50%
Analysis of deficiencies
No. Characteristic
Experts
ΣAij Δi Δi²1 2 3 4 5 6 7
1No guarantees are given to customers 4 6 6 4 5 6 6 37
12,5
156,25
2
The service is marketed at a price that does not correspond to the quality of it. 3 2 1 2 4 2 3 17 -7.5 56.25
3
There are no payment agreements that benefit regular customers. 1 1 2 3 1 1 2 11 -14
182.25
4
The ways of promoting marketed services are not enough 5 5 4 5 6 4 5 34 9.5 90.25
5There are no quality categories for marketed services 2 3 3 1 2 3 1 15 -9.5 90.25
6 Insufficient variety in offers 6 4 5 6 3 5 4 33 8.5 72.25
ΣΣAij 147 647.5
Analysis of deficiencies
T= 24.5
W= 0.76 (The opinion of the experts is reliable and agreed)
Analysis of deficiencies
Checklist to diagnose the quality of the service design
Design Quality Index
Design Quality Index (ICd): 0.52 Bajo
Where:
ICd: Design Quality Index (Índice de calidad del
diseño)
ICdv: Index of quality of the design by variable
(Índice de calidad del diseño por variable)
Vi: ideal value
• Design phase of the service : ICdf= 1 (Low)
• Design phase of delivery : ICdf= 3.4 (High)
• Formalization phase of the design : ICdf= 1.33 (Low)
Design Quality Index by phases
Comparison of results
No. Components of design Phases of disign
1 Definition.
Service design
2 Main Functionality.
3 Integration of the offer.
4 Customer-service interactionDesign of the service provision
5 Graphic representation
Formalization of design
6 Lines of visibility of the client.
7Customer relationship - internal suppliers.
1. Lack of training of quality staff
2. Low availability of budget to contract consulting services
3. Non-existence of documents related to the design of the services
4. Absence of procedures established by the Business Group to
design services
5. Low availability of resources for design and service testing
activities
6. Absence of instruments of measurement of the quality of the
design (surveys, questionnaires, checklist)
7. Lack of knowledge of staff, about the need to document and
evaluate the design of services
Causes
Analysis of the causes(Cause-Effect Diagram)
Promotion
There are not enough promotion
ways for commercialized
services.
It is needed to increase the materials
that help the promotion (such as
video, banners, etc.)
Most of the clients don’t
speak Spanish and that’s why
the promotion of the
languages has to be
prioritized.
There are no meetings, seminars or
workshops between the guides to
know the concerns of tourists.
Absence of specialized tourist
guides in the various forms of
tourism (city tourism, ecological
tourism, etc.).
Personal
Principal ProblemThe services are marketed at
a price that does not
correspond to the quality of
the services.
Price
There are no payment
agreements that benefit
regular customers.
Product
Little variety of
products
The variety of
offers are not
enough.
Sometimes the needs and
suggestions of the customer
during the service are not
taken into accounts.
No Causes Expert Criteria.
∆i
∆i2
1 2 3 4 5 6 7 8 9 10 11
1 Shortcomings in promotion ways 4 1 2 4 3 1 2 3 3 4 1 28 16 256
2 Prioritize the Spanish language 2 3 1 2 1 3 1 4 2 1 2 22 22 484
3 There are no seminars or
workshops between the guides.
7 7 6 7 7 7 6 7 7 7 7 75 31 961
4 The price of the services does not
correspond to the quality
6 6 7 6 6 6 7 6 5 5 6 66 22 484
5 There is no payment agreement 5 5 5 5 5 5 5 5 6 6 5 57 13 169
6 Little variety of products 3 4 3 1 2 4 4 1 4 2 3 31 13 169
7
The variety of the offers are
enough
1 2 4 3 4 2 3 2 1 3 4 29
308
15 225
2748
Analysis of the causes(Kendall's Concordance Method)
T= 44
W= 0.8110 (The opinion of the experts is reliable and agreed)
Analysis of the causes
Incidence of the quality of the design in the quality of the service provision
Deficiencies in the ways of promotion
Prioritize the Spanish language
No seminars or workshops between guidelines
The price of the services does not correspond to the quality
There is no payment agreement
Little variety of products The variety of
offers is not enough
Results of the analysis
Diagnosis to internal customer satisfaction
Deficiencies in the quality of the service
Design (54. 50 %) Provision (45. 50 %)
Quality Analysis•Service Design•Design of the provision•Formalization of design
• Price• Promotion• Product• Personal
Solutions for continuous quality improvement
Solutions for continuous quality improvement Deficiencies
Deficiencies in Agency performance
1. Review and document the design of existing services to ensure the
proper performance of the agency
2. Increase the banners, magazines, with suggestive and pleasing offers
that motivate the client; Use colorful and eye-catching images.
3. Systematically review complaints and suggestions from customers and
establish a response time that benefits the client.
4. Develop meetings, seminars or workshops between the guides to take
advantage of the best experiences and get to know customers’
concerns.
5. Increase the variety of products
6. Prioritize the needs and suggestions of customers when creating new
offers that are more appealing to customers.
Solutions (Service design)
No. Action Responsible Completion date Check date
1 Review and document the design of existing services to ensure the proper performance of the agency Esp. Quality 25/05/2017 25/09/2017
2Manage new ways of promoting services Commercial Director 25/03/2017 20/03/2017
3 Redesigning wall banners, posters and other means of diffusion Commercial 20/03/2017 12/03/2017
4 Prioritize attention to customer complaints and suggestions Esp. Quality 15/03/2017 10/03/2017
5Manage a training system for guides Esp. Human Resources 22/03/2017 16/03/2017
6Carry out activities of overcoming Esp. Human Resources 18/03/2017 12/03/2017
7 Update product design J´ of operations 25/03/2017 20/03/2017
8 Apply instruments to gather information about the expectations of customers Esp. Public Relations 15/03/2017 10/03/2017
Action Plans
1. Establish guarantees in services to provide greater security to customers.
2. Increase promotion routes by making brochures, catalogs, banners,
magazines, flayers with attractive and attractive offers that motivate the
customer; Use colorful and eye-catching images.
3. Use the internet as the main promotion route by creating the company's
social page in the main social networks.
4. Design more attractive and differentiated offers such as visits to historical
sites, nature reserves, etc.
5. Check the service tabs of the products to adjust the prices in accordance
with the expenses and the quality of the same.
Solutions (Customer Satisfaction)
No. ActionCompletion date Responsible Check Date
Responsible for control
1 Review the framework of agreement of the company and add a clause to the contract that establishes the guarantees of the services to offer greater security to the clients. 30/03/2017 Commercial 20/03/2017 Director
2 Design a promotional spot to broadcast on the radio and television the main services and more innovative services offered by the company. 05/04/2017 Commercial 25/03/2017 J´ Commercial
3 Update the website of the company as well as the pages in the different social networks, prioritizing Tripvisor. 20/03/2017
Esp. Computing 15/03/2017 J´ Commercial
4 4Design two new packages with attractive and differentiated proposals using nature tourism. 05/04/2017
Tec. Operations 28/03/2017 J´ Operations
5 Review the service file of the products and adjust the prices in accordance with the expenses and the quality of it. 30/03/2017
Tec. Operations 22/03/2017 J´ Operations
6 Review procedures established for the handling of complaints and suggestions and establish a maximum response time that benefits the client 20/03/2017
Esp. Of Quality 15/03/2017 J´ Commercial
Action Plans
1. A diagnosis was made to the quality of the service through the
satisfaction of the internal customer and the quality of the service design
in the Travel Agency Gaviota Tours Holguín, fulfilling the proposed
objectives.
2. The deficiencies that most affect customer satisfaction and the quality
of service design are such as the lack of guarantees for customers, the
lack of promotion ways for commercialized services and the low variety
of offers, as well as that there are no seminars and workshops between
the guides, that the price of the services does not correspond with the
quality and there are no payment agreements.
Conclusions
3. Industrial engineering methods and tools were used to
analyze the encountered problems.
4. Action plans were proposed based on a set of generated
solutions, which will contribute to the decrease and / or
eradication of the detected problems.
Conclusions
The quality of the service design evaluated by the internal customer:
The Case of Gaviota Tours
Authors: Ing. Ivis Taide González CamejoMSc. Ernesto Batista SánchezDrC. Milagros Caridad Pérez PraviaDrC. Jorge Ramón González Ferrer
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