Measuring the quality of public payment counter service: A statistical approach

Transcription

1 Measuring the quality of public payment counter service: A statistical approach Muzalwana Abdul Talib Department of Applied Statistics, Faculty of Economics and Administration

2 Outline Introduction Problem Statement Methodology Software: SAS JMP Pro Results & Findings Discussion & Conclusion Q&A

3 Introduction The measurement of service quality is an elusive and abstract construct that is difficult to define and measure.. (Cronin & Taylor, 1992) Service quality is perceived by customers, comparison of what the consumers feel service firms should offer with perceptions on performance of firms providing the services (GrÖnroos, 1984; Lovelock & Writz, 2011)

4 Service Quality Measurement Parasuraman et al (1985,1988) Service quality is perceived by customers, comparison of what the consumers feel service firms should offer with perceptions on performance of firms providing the services SERVQUAL Model - Tangibility, reliability, responsiveness, assurance & empathy Haywood-Farmer (1988) Service provider need to translate customer requirement into detailed process specifications.

5 Measuring the quality of public payment counter service : A Case Study of a municipal council Research Problem 1. Lack of information on customer satisfaction to further improve the service quality at payment counter. 2. Which aspect of counter service that need quality improvement is unknown. 3. Performance level of front-line staff is unknown

6 Measuring the quality of public payment counter service : A Case Study of a municipal council Research Objective 1. To determine the dimension of service quality based on customer satisfaction. 2. To explore the relationship between customer satisfaction and service quality dimension. 3. To identify which service dimension that need quality improvement 4. To examine the performance based on service quality dimension.

7 Measuring Service Quality A Conceptual Framework Staff performance at the counter Payment counter service process Physical Facilities & Department Layout Assurance Service Quality Dimension Empathy Responsiveness Customer Reliability Satisfaction Tangible

8 Measuring the quality of public payment counter service : A Case Study of a municipal council Methodology Survey Technique Convenience Sampling : 150 customers Data collection: 9.00 am 4.00 pm (2 weeks) Instrument: Structured Questionnaire I. Demographic background II. Service Quality staff performance service process physical facilities based on Parasuraman SERVQUAL measured statements (Likert statement: 1- strongly disagree; 7-strongly agree) III. Overall Satisfaction

9 Measuring the quality of public payment counter service : A Case Study of a municipal council Methodology Research Objective 1. To determine the dimension of service quality based on customer satisfaction. 2. To explore the relationship between customer satisfaction and service quality dimension. 3. To identify which service dimension that need quality improvement 4. To examine the performance based on service quality dimension Statistical technique Factor Analysis Hypothesis testing, Pareto Analysis Control Chart

10 79 Demographic Profile % 8.1% 20% 11.3% % 28% 14.7% 85.3%

11 Results: Research Objective 1 & 2 Service Dimension Mean (µ) / Average Values Associated to OVERALL SATISFACTION? RELIABILITY Yes TANGIBILITY Yes EMPATHY Yes *µ 4 : Indicates satisfaction

12 Results: Research Objective 1 & 2 3 Service Quality Dimensions identified Reliability dimension based on the extent to which the payment counter can provide credible services. Tangibles cues are physical characteristic of service such as seats are in good conditions, well function air conditions and presentable staff appearance are customer when evaluating service quality. Empathy are of concern are the aspect of delivering service in good manner such as providing good hospitality, good rapports and concerns about customers welfare.

13 Results: Research Objective 2 Pareto Analysis Dimension Reliability Empathy Reliability Empathy Reliability Reliability Measured Empathy statements Reliability Empathy Reliability Measured Statement # of dissatisfaction Staffs give greetings and smiles 24 Staff is concern about customers welfare 22 Quick respond to customer report 20 Staffs respond to customers need 19 Staffs provide hospitality and warm smile 15 The service are timely 15 Staffs tell customers when specific service will be performed 15 The service time given is too short 14 Staffs have knowledge 14 Staff have patience when dealing with customers 13

14 Results: Research Objective 3 Control Chart: Reliability Dimension Out of Statistical Control No of sample PHASE 1 (RETROSPECTIVE PHASE): Paramater Estimation Stage No of sample PHASE 2 (PROSPECTIVE PHASE): Actual Quality Monitoring Stage

15 Results: Research Objective 3 Control Chart: Tangbility Dimension Out of Statistical Control No of sample PHASE 1 (RETROSPECTIVE PHASE): Paramater Estimation Stage No of sample PHASE 2 (PROSPECTIVE PHASE): Actual Quality Monitoring Stage

16 Results: Research Objective 3 Control Chart: Empathy Dimension No of sample PHASE 1 (RETROSPECTIVE PHASE): Paramater Estimation Stage No of sample PHASE 2 (PROSPECTIVE PHASE): Actual Quality Monitoring Stage

17 Results: Research Objective 3 Service Quality Dimension RELIABILITY TANGIBILITY EMPATHY State of Statistical Control Out of Control Sample Reason for Out of Control Condition No 23 Too many customers No 22 & close to deadline to remit tax assessment Yes - -

18 Multivariate Control Chart No of sample

19 Discussion & Conclusion Service Quality at the Municipal Council This study utilizes two statistical process control (SPC) tools, Pareto analysis and control charts to measure the quality of service provided based on three service dimensions identified (Reliability, Tangibility, Empathy) The application of SPC tools like Pareto Analysis and control charts in this study, have successfully shed light into the specific dimension of the counter service that need quality improvement. Control charts also enable us to identify the point of time when quality is out of control for further investigation and future improvement.

20 Discussion & Conclusion Service Quality at the Municipal Council Other than measuring customer satisfaction on quality of front line service and its processes, measurements on number of errors, waiting time and delays also can be used effectively to measure service quality. For continuous improvement of service processes, the implementation of SPC should receive larger consideration in service industry and investigated further by quality practitioners.

21 Acknowledgement This study is based on a research work by Nur Juliana Abdul Shukor, a Master of Applied Statistics student. Thank you.