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4Куприянова Дарья Олеговна
магистр, Финансовый университет при Правительстве РФ, Россия, г. Москва [email protected]
Daria O. Kupriyanova
master's undergraduate, Financial University under the Government of the Russian Federation, Moscow, Russia [email protected]
Современное видение проблемы качества услуги
Аннотация
В статье исследуются современные подходы к проблеме качества услуг, раскрываются специфические черты услуг. Приводится система составляющих качества услуг, разработанная современными исследователями.
Ключевые слова:
качество, услуга, оценка качества, потребитель, рынок услуг, сфера обслуживания, система качества
The current view of the problem of service quality
Abstract
The article explores the modern view of the problem of service quality, describes the features of services, in particular their intangibility. A system of components of service quality, formed by modern researchers, is presented.
Keywords
quality, service, assessment of quality, customer, service market, service sector, quality system
Introduction
The development of a service market is characterized by an increase in its transparency, the appearance of new players and the intensification of competition. The conditions of the market environment require the enterprises to continuously improve the service quality and attractiveness for customers. There is a direct relationship between the service quality and the demand, as the determining criterion for choosing a service organization for a potential customer is, as a rule, the service quality. The degree of customer satisfaction and loyalty is the most important competitive advantage for any company and first of all in the service sector.
Fluctuations in demand, a steady increase of the expectations of the consumers and the volatility of the service quality form an objective basis for a comprehensive and in-depth study of the categories of «service quality» and «quality of customer service» and
УДК 379.851
for a determination of the quality factors. And in this, the goals of improving service quality may be different for various market actors (Fig. 1).
Studying the service quality modern researchers proceed from the assumption that the service quality is defined as the totality of characteristics of the service allowing to meet the identified and potential needs. However, scientific publications emphasize that service quality assessment is one of the most difficult problems of modern science, as only a small part of the characteristics of service quality can be quantified.
Modern researchers in the study of the quality of services proceed from the fact that the quality is determined by a set of characteristics of the service that will meet the established and potential needs [5]. However, researchers emphasize that assessment of service quality is one of the most difficult problems of modern science, as only a small
© Д.О. Куприянова, 2018
part of the characteristics of service quality can be quantified.
Specificity of services
The features of services, in particular their intangibility, cause the complexity of assessment of service quality.
economic calculations, the level of technological equipment and production technology, ethical rules, psychological, legal and other relations. All components of quality provide a certain contribution to the overall quality of services provided [1].
OBJECTIVES OF IMPROVING THE SERVICE QUALITY
Municipal and territorial authorities
Service companies
Consumers
Development of the service sector for the improvement of living standard of the population, job creation and budget rep lenishment at the expense of taxes
Attraction of new consumers and retention of regular customers to increase the volume of sales of services and, as a result, the profits of the company
The most perfect meet of the needs for various services
Figure 1 - Objectives of improving the service quality [8].
The main features of services that are taken into account in determining their quality are as follows:
- the service quality is difficult to quantify;
- the possibility of reliable certification of the service quality is extremely limited until its provision;
- the services are not subject to accumulation and storing, and are quickly consumed by the client;
- the services is not reality;
- the service quality can be assessed comprehensively, i.e. by a specially developed system of quality indicators [3].
There are a number of approaches to determining the service quality. Scientific approaches are based on the fact that the concept «quality» is very multifaceted. It covers aspects related to the quality of the
The problem of determining the service quality is that service companies are as a rule small and midsize businesses. And often their financial capabilities are limited. Therefore, approaches to determining the service quality should be available in terms of their practical application and time-consuming. This condition is important so that the staff responsible for quality of service can assess the service quality without external specialists.
It should be noted that the methodological framework for service quality assessment is not completely elaborated, in particular, on obtaining objective quantitative characteristics of the service quality. Russian state system of standardization provides for the requirements for the service quality in the state standards, but they are not binding and are mainly limited to the definition of the level of service security [2].
Modern researchers formed a system of components of service quality (Table 1) [7]. Table 1. Components of service quality
In addition to the proposed components, the service quality depends on the indicators of its purpose (social and functional). The purpose of the service characterizes its features, which
determine its social significance and key functions.
Conclusion
Social indicators of service quality characterize its compliance with customer needs and determine the feasibility of its provision and consumption. Functional indicators of service quality show the compliance of the service to its intended purpose and the ability to satisfy a certain needs of consumers - physical, spiritual, etc. Ethical indicators reflect the properties of the service arising from the direct communication of the consumer and the contractor (these include professional ethics of employees, their courtesy and tact, etc.) [6].
Equally important elements of service quality should be recognized as those that provide grounds for conclusions about the culture of communication between staff of service company and customers. The reporting of service companies by the proportion of only good ratings can improve the culture of customer service, because the service provided at a satisfactory level indicates its low quality. On this basis, the requirements for the service provision process should take into account the whole system of factors. This confirms the need to develop and adopt approaches that consider the specific features of the services provided by service companies for different categories of customers.
Foreign researchers have substantiated three fundamental theses of the nature and formation of the quality system in the service sector:
1) It is generally more difficult for the consumer to assess the received service quality, because it is an intangible act unlike the goods quality.
2) Evaluation of the service quality provides for a comparison of the expectations of the consumers with the level of individual perception of the service quality.
3) When the customer assesses the service quality, he is not limited to the result of the service. The quality assessment affects the
Name of Parameters of service quality
components
Quality result
Technical - compliance of the provided
parameters of service with the current
the service standards;
provision - availability of the necessary
process equipment in the service company; - availability of necessary information about the method and technology of the service provision process, the range of services.
Technology of - use of modern computer and
service communication technologies;
provision - automation of the service provision process.
Ecological - use of environmentally
properties of friendly materials in the service
service provision process
provision and
of result
Qua ity of customer service
Qualification - having of specialized higher
of service staff education; - number of complaints per 1 employee; - readiness to provide full information on the service for a consumer; - communication skills, goodwill of staff; - availability of uniforms for staff
Time and - respect the deadlines of
convenience provision of the service;
of service - convenient operating mode of
provision the service company; - availability of comfortable conditions for the consumer while waiting for the order
service process [4]. The last point is that the result of the service is inextricably linked to the service process and is integral elements of service quality as well as customer satisfaction [5].
Scientific director: Alexander V. Averin, PhD (Philosophical Sciences), Associate Professor, Deputy Dean, Faculty of International Tourism, Sports and hotel business, Financial University under the Government of the Russian Federation, Moscow, Russia, [email protected]
List of References
1. The Protection of Consumer Rights Act, 1992, № 2300-1.
2. GOST 52113-2003 Public services. Nomenclature of quality indicators.
3. Arifullin M. V., 2014. How to ensure the quality of hotel services? Standards and quality. - № 6 (924). - P. 84
4. Weinstein A., 2014. Impeccable service. To make every customer feel like a king. -Moscow. - P. 44.
5. Ismael D. K., 2015. Marketing and quality management in hotel services: Manual for universities and colleges. - Moscow. - P. 917.
6. Filatova T. A., 2013. Criteria for the evaluation of service quality in service organizations. Russian entrepreneurship. -Volume 14. - № 6. - P. 82.
7. Pogorelova E. I., 2017. The Quality of tourist services in hotels as a factor in attracting tourists. Interactive science. - № 1 (11). - P. 193-196.
8. Kovaleva N. Nikolskaya E., 2015. Improving the quality of hotel services at the enterprises of the hospitality industry. Scientific Bulletin of MGIIT. - № 3. - P. 614.
