1.0 LEARNING
REACTION
1.1
TOPIC 4: SERVICE QUALITY IN PUBLIC SECTOR
As usually Cik Yatt starts her
lecture by recite Al- Fatihah and praise on Almighty Allah SWT and Prophet
Muhammad (PBUH). Now, Cik Yatt will explain about service, service quality and
gaps model in service quality. I really focus on this chapter because it tough
chapter and this chapter also became my question for assignment. I loved
definition of service by Shahron Dobson refer to a form of product that consist
of activities, benefits, or satisfactions offered for sale that are essentially
intangible and do not result in the ownership of anything. I also loved
definition of service quality by Lewis state that service quality also deals with
‘Moment of Truth’ any indirect interaction between service providers and
customers, which may take in various forms. I summarize that service about any
form of activity that not produces any physical product but can be felt by
expression of satisfactory and intangible meanwhile service quality refer to a
situation where provider and customer interact directly together which may
happen in various form.
I learn to summarize characteristic
of service are typical intangible means service is a form of product that
cannot be foreseen by our eyes but we can felt it example consultation with a
doctor, highly inseparable means provide that delivery service and customer
consume service at the same time because service require both sides to exist in
order to deliver those services. Plus, heterogeneity means service can be
delivering in several of form such as how the public officer treats younger
customer and older customer are differ because the young customer easy to
understand the information given instead of oldest people. We also unable to
store service because services only happen if needy of customer to get the
service example policeman not make report on anything if there are no public
people complaints about it. Services also durability because people easily
become obsolete because technology advancement example public servant that
using manual ways to keep information about customer of organization although
we had system in computer to key in database can keep people apart away from
getting their service again. Services also perishability that possible in two
ways definite means services will not perform if the customer not requests it
within time given example late for lecture appointment and service also vanish
after the service has been consumed example lecturer never teach same chapter
for a long period of time because they had schedule of learning that must be
followed.
Dimension of quality? I am asking
myself about it. After Cik Yatt explain that topic I understand that to avoid
her student to confuse about those two characteristic between service and
service quality, she use that terms to differ between those two subtopic.
Dimension of quality consist of reliability, assurance, tangibility, empathy
and responsiveness. I summarize that reliability means service quality ability
to provide what was promised example if the client charter state that the
public servant must smile when deal with customer than provider must keep that promises. Assurance refer a good
employee required a knowledge, skill and ability to perform task in
organization. It can lead to tremendous trust by customer to get service again.
Tangibility can be express in service quality through satisfactory feeling by
customer by exist good facilities like comfortable chair and air conditioner
while get the services from provider.
Empathy in service quality means provider should be in customer shoes.
The provider must be in customer situation in order to know what customer want
in services. Responsiveness also an essential part of service quality refers
willingness of provider and how fast they response to what customer want.
Now, Cik Yatt explains on gaps model
refer as conceptual model of service quality that identifies gaps in service
quality and suggest measures to close them. Gaps divided to two that
manufacturing, measures the difference between the desired and the existing
conformance level and services that measures differences between the expected
and the actual level of service provided. I learnt about 5 gaps model are
knowledge, standard, delivery, interpret and customer gaps. Knowledge gaps
means provider do not know what customer wanted in service, standard means
provider not set standard in client charter in deliver service to customer, delivery
gaps means provider fail to deliver services according what they had promised
to customer lead to interpretation gap. It also refer fail to deliver according
promises by provider can be interpret as liar by customer. Gap 5 refer to
overall performances that not according to costumer’s expectation if customer
leaves organization with happy thus it okay but if customer not leaving
organization happily means something do not happen as the customer expect and
it became dissatisfactory and bad feedback to organization. There are 7 differences
between quality in service and manufacturing are identification and measurement
of customer needs, customization, tangibility, production and consumption,
involvement of customer, labour and supply also number of transaction. It can
be summarize that they are huge difference in quality in both perspectives.
1.2
TOPIC 3: CUSTOMER FOCUS IN PUBLIC SECTOR
As usually Cik Yatt starts her
lecture by recite Al- Fatihah and praise on Almighty Allah SWT and Prophet
Muhammad (PBUH). I really shock when I count number of pages of chapter 5 and
when Cik Yatt told me that chapter 5 was the toughest and longest chapter in
quality management I cannot felt my feet on the ground. ‘’Customer focus, I
want fall in love with you’’ said me in monologue. I summarize that customer as
people that determine the survival of organization without them organization
will falling down. Reliable customers as customer that buy repeatedly from the
organization and feel the satisfactory via their product, these customers are
important customer. A civil servant is a supplier and customer at the same time
example Ali is police officer in Police Department. He provides information for
his subordinate on the operation needed to be conducted. The operations need
order from his superior. He is supplier to his subordinates and a customer to
his superior. I learnt to summarize the meaning of customer from examples my
father felt sick and he ask me to get those medicine from General Hospital
Kluang, so I go to that hospital and get the medicine for him. I conclude that my
dad was customer, me as consumer that get medicine for my dad, General Hospital
Kluang as supplier within the situation given me and my dad in a small
organization that called family. So my dad is internal customer to me and i was
external customer to General Hospital Kluang.
Plus, public servant
acknowledges what internal customer wants by good formal and informal
communication with them and there are six steps to discover the external
customer’s need. I summarize it as guess what external customer want, find ways
to gather information, take action to gather it, make deep analysis to those
information, check validity of conclusion whether those conclusion can affect
positively or negatively on organization and take action as indicated
immediately. I also thought about how to get customer’s feedback mechanism? Cik
Yatt told us we can get that information by several methods whether
quantitative or qualitative methods alike comment cards/ formal survey, focus
means we only selected a group of customer to answer our question about crucial
issues. Besides that, field intelligence can be conduct where someone that
apart from organization engages in a conversation with the customer to gather
information. Plus, we can study from customer complaint to gain information and
monitoring internet forum, so customer will give feedback in that forum. I
realize something why customer satisfaction and loyalty so important towards
public sector? Cik Yatt stresses out that it necessary because legitimacy power
comes from public support. Thus, the public servant should give a good service
to citizen and it also can help them build trust to sustain power in next
general election especially Malaysia.
I also learnt about what different between satisfaction and loyalty.
Satisfaction in generic term is an attitude, satisfaction also relate to people
feeling whether positive and negative satisfaction. Loyalty in generic term is
a behaviour, satisfaction refer as reaction towards one’s feeling, if the
customer satisfy with product they will buy and keep using same product of
organization. They also can tend to be a loyal and regular customer to an organization.
It really important to create a satisfy customer in the first place before they
become loyal to an organization. In order to make a happy customer, the element
of quality improvement must exist in the organization. Plus, one of ways to
improve quality of the services especially public sector understands the
customers’ needs and wants. If we know what customer wants in services, we can
deliver better services towards them and make the customer satisfy with our
services. It can enhance potential customer will keep coming to our
organization. If we can make 20% of our customer happy and they are influence
people in society like politician, we may gain more customers in the future
because happy customer will spread news about their satisfaction to others. The
happy customer can become free agents to advertise our product any save
millions of cost of marketing and advertisement. It is power of important people in society as
state in Pareto Principle. It can lead to many profitability and survival of organization.
Besides that, Cik Yatt told us
about how to create satisfy customer by using three main aspects of customer
driven are expected quality, actual quality and perceived quality. I summarize
that expected quality relates need to identify roles as provider and assume
what customer wants, actual quality refer what had been delivery to the
customer and perceived quality refer asses or analysis by customer on what they
had get from the services. If the expected quality higher than actual quality
received by customer, they may not satisfy with service. If the actual quality higher
than expected quality received by customer, they may feel satisfy with the
services. Cik Yatt also teach me to strategizing loyal customer using Theory of
Service Relativity; Value = Results – Expectations. In loyalty behaviour, we
had two ways to measure loyalty behaviour are by defection rate and business
volume by customer rate. Lastly, before Cik Yatt end her lecture in DK2. She
explains about 7 characteristics of a customer focussed public organization are
vision and climate, alignment with customers, willingness to find and eliminate
customer’s problem, use of customer information, reaching out to customers,
competence, capability and empowerment of people and continue improvement of
services also process. I conclude from both topic, I just learned I can used it
as essential information to be a good provider and customer towards society
also any part of organization.
2.0 APPLICATION
OF THE QUALITY CONCEPTS IN MY PERSONAL LIFE
I will explaining about gaps model that occur
with public sector. In July 2007, I had accident in my housing area. The
incident happen occur because careless of Chinese people drive and hit me at
roundabout in my housing area. I remember that car’s number and how the
incident happens. I bleed a lot, the car getting away without hesitates to stop
and help me. When I reach my home, my dad gives me basic treatment to reduce my
pain and takes to me General Hospital XXX where the 5 gaps model in service quality
happen. After I reached emergency unit, many staff on vacation so only small
number staff at there. The nurses put me
on stretched bed, keep argue each other where they want to put me in normal
unit or ICU. I really annoyed at that time, they like don’t know the process to
register me and keep asking others nurse. I and my father really think that the
nurses not even had knowledge about how to handle this situation (Gaps 1). They
also not standardize their process what to do first when this accident happen
whether my father should fill any compulsory form or bring important document
to register me (Gaps 2). We think what going on earth? They are nurses
or not?
Now, I had been register as patient of that particular hospital. The
doctor and nurses are treating my wound as worst treat ever. They can talk to
each other like gossip girls and not paying attention when stich my wound. Are
they never thought about any consequences of their action, there a high chance
they may stich at wrong place. They forgot to put anaesthetist, I felt the
pain so much and I ask them properly to put it (Gap 3). They only say
sorry? I don’t know what going happen on me. They had stated 5S in client charter what action they
must show to patient when deliver the service. The 5S are hang around everywhere in that hospital. When I got
treatment, I don’t see their smile while giving services, they only give
treatment with harsh and not empathy what patient just felt in pain. I
and my father interpret that only charter as liar because promises that had
been make not even working on that organization (Gap 4). Lastly, I
really want to go that private hospital at that time but my family not afford
it. When times come and I can charge out from that hospital, I and my beloved
father leave the hospital with my dissatisfaction toward the organization. We
also detect many weaknesses instead of strength in that particular hospital, my
dad had almost zero satisfaction and he going to give negative feedback on
overall service by that particular public hospital (Gap 5). We felt
unsatisfied with overall services.
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