Customer Journey Clue-based Service Failure Prevention

• Autorzy: Labajan Ruth April A. , Koomsap Pisut

Identyfikatory

DOI

10.30657/pea.2019.25.05

• Języki publikacji: EN

Abstrakty

EN

Customers and their perception towards service are considered as a determinant of service failure, and so, service failure and its prevention must be looked into from the perspective of the customers. This paper presents a customer-centric service failure prevention framework, which aims to provide a holistic way of service failure prevention by integrating service delivery assessment and failure analysis from a customer perspective, encompassing failure identification, assessment and prioritization of failures as a basis for corrective actions. Customer journey, service clues, and customer oriented-FMEA are employed to develop the proposed framework. The approach was applied to an enrolment process showing that using customer journey assists in determining customer processes, needs, wants and touch points in the service, and when used together with service clues further facilitates systematic and effective unveiling of potential failures that are important to customers. Assessment of failures and its prioritization with customer perspective leads to better prioritization that is reflective of the voice of customers. The case study shows that higher risk is imposed by actions emanating from the employees, reinforcing further that service failures not only concern functionality of the service but equally important also are the encounter of customers with service employees and the environment.

Słowa kluczowe

EN

customer-centric service failure prevention; customer journey; service clues; customer-oriented FMEA

PL

zarządzanie jakością; zorientowanie na klienta; FMEA

• Wydawca: Oficyna Wydawnicza Stowarzyszenia Menedżerów Jakości i Produkcji
• Czasopismo: Production Engineering Archives
• Rocznik: 2019
• Tom: Vol. 25
• Strony: 21--34
• Opis fizyczny: Bibliogr. 45 poz., rys., tab.

Twórcy

autor

Labajan Ruth April A.

• Industrial and Manufacturing Engineering, Asian Institute of Technology

autor

Koomsap Pisut

• Industrial and Manufacturing Engineering, Asian Institute of Technology

Bibliografia

• 1. Ambekar, S.B., Edlabadkar, A., Shrouty, V. 2013. A Review: Implementation of FMEA, International Journal of Engineering and Innovative Technology (IJEIT), 2(8), 37-41.
• 2. Andrews, J., Eade, E., 2013. Listening to Students: Customer Journey Mapping at Birmingham City University Library and Learning Resources, New Review of Academic Librarianship, 19(2), 161-177.
• 3. Antonacopoulou, E., Kandampully, J., 2000. Alchemy: the transformation to service excellence, The Learning Organization, 7(1), 13-22.
• 4. Bailey, D., 1994. Recovery from Customer Service Shortfalls, Managing Service Quality: An International Journal, 4(6), 25-28.
• 5. Berry, L.L, Wall, E.A, Carbone, L.P., 2006. Service Clues and Customer Assessment of the Service Experience, Academy of Management Perspectives, 20(2), 43-57.
• 6. Berry, L.L., Carbone, L.P., Haeckel, S.H., 2002. Managing the Total Cus-tomer Experience, MIT Sloan Management, 43(3), 1-13.
• 7. Bitner, M.J., Booms, B.H., Tetreault, M.S., 1990. The service encounter: Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing, 71-84.
• 8. Bitner, M.J., Ostrom, A.L., Morgan, F.N., 2008. Service Blueprinting: A Practical Technique for Service Innovation, California Management Review, 50(3), 66-94.
• 9. Charoenchokdilok, T., Koomsap, P., 2018. Embedding Customer’s Viewpoint in FMEA: Application in Service. M. Peruzzini et al. (Eds.), Transdisciplinary Engineering Methods for Social Innovation of Industry 4.0, IOS Press, 488-495.
• 10. Chiozza, M.L., Ponzetti, C., 2009. FMEA: A model for reducing medical errors, Clinica Chimica Acta, 404(1), 75-78.
• 11. Chua, B., Naehyun, J., Lee, S., Gih, B., 2014. Influence of Mechanic, Functional and Humanic Clues on Customer’s Experiential Values and Behavioral Intentions in Full-Service Restaurants, Journal of Foodservice Business Research, 17(2), 67-84.
• 12. Chuang, P.T., 2010. Incorporating disservice analysis to enhance perceived service quality, Industrial Management & Data Systems, 110(3), 368-391.
• 13. Chuang, P.T., 2007. Combining Service Blueprint and FMEA for Service De-sign, The Service Industries Journal, 27(2), 91-104.
• 14. Colgate, M., Norris, M., 2001. Developing a comprehensive picture of service failure, International Journal of Service Industry Management, 12(3), 215-233.
• 15. Crosier, A., Handford, A., 2012. Customer Journey Mapping as an Advocacy Tool for Disabled People: A Case Study, Social Marketing Quarterly, 18(1), 67-76.
• 16. Fitzsimmons, J.A., Fitzsimmons, M.J., 2011. Service Management: Operations, Strategy and Information Technology, 7th ed., New York: McGraw-Hill.
• 17. Folstad, A., Kvale, K., Halvorsrud, R., 2013. Customer journey measures-State of the art research and best practices, SINTEF Digital. Retrieved from https://brage.bibsys.no/xmlui/handle/11250/2390670.
• 18. Følstad, A., Kvale, K., 2018. Customer journeys: a systematic literature review, Journal of Service Theory and Practice, 28(2), 196-227.
• 19. Geum, Y., Cho, Y., Park, Y., 2011. A systematic approach for diagnosing service failure: Service-specific FMEA and grey relational analysis approach, Journal of Mathematical and Computer Modeling, 54(11-12), 3126-3142.
• 20. Goldstein, S.M., Johnston, R., Duffy, J., Rao, J., 2002. The service concept: the missing link in service design research, Journal of Operations Management, 20(2), 121-34.
• 21. Gronroos, C., 1988. New Competition in the Service Economy: The Five Rules of Service, International Journal of Operations and Production Management, 8(3), 9-19.
• 22. Gronroos, C., 1990. Service Management and Marketing, Lexington, Mass: Lexington Books.
• 23. Halvorsrud, R., Kvale, K., Følstad, A., 2016. Improving service quality through customer journey analysis, Journal of Service Theory and Practice, 26(6), 840-867.
• 24. Harvey, J., 1998. Service quality: a tutorial, Journal of Operations Management, 16, 583-597.
• 25. Johnston, R., 1999. Service transaction analysis: assessing and improving the customer’s experience. Managing Service Quality: An International Journal, 9(2), 102-109.
• 26. Keaveney, S.M., 1995. Customer Switching Behavior in Service Industries: An Exploratory Study, Journal of Marketing, 59(2), 71-82.
• 27. Kelley, S.W., Davis, M.A., 1994. Antecedents to customer expectations for service recovery, Journal of Academic Marketing Sciences, 22, 52-61.
• 28. Koomsap, P., Charoenchokdilok, T., 2018. Improving risk assessment for customer-oriented FMEA, Total Quality Management & Business Excellence, 29:13-14, 1563-1579.
• 29. Lewis, B.R., McCann, P., 2004. Service failure and recovery: evidence from the hotel industry, International Journal of Contemporary Hospitality Management, 16(1), 6-17.
• 30. Lemon, K.N., Verhoef, P.C., 2016. Understanding Customer Experience throughout the Customer Journey, Journal of Marketing, 80(6), 69-96.
• 31. Mattila, A.S., 2001. The effectiveness of service recovery in a multi‐industry setting, Journal of Services Marketing, 15(7), 583-596.
• 32. McCollough, M.A., Berry, L.L., Yadav, M.S., 2000. An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery, Journal of Service Research, 3(2), 121-137.
• 33. Michel, S., 2001. Analyzing service failures and recoveries: a process approach, International Journal of Service Industry Management, 12(1), 20-33.
• 34. Miller, J.L., Craighead, C.W., Karwan, K., 2000. Service recovery: a framework and empirical investigation, Journal of Operation Management, 18(4), 387-400.
• 35. Hussadintorn Na Ayutthaya, D., Koomsap, P., 2018. Embedding Memorable Experience to Customer Journey. Ilkyeong Moon, Gyu M. Lee, Jin-woo Park, Dimitris Kiritsis, Gregor von Cieminski (Eds.), Advances in Production Management Systems. Production Management for Data-Driven, Intelligent, Collaborative, and Sustainable Manufacturing. APMS 2018, IFIP Advances in Information and Communication Technology, 535, 222-229. Springer, Cham.
• 36. Parasuraman, A., Leonard, L.B. Zeithaml, V.A., 1985. A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49(4), 41-50.
• 37. Sasser,W.E. Jr.Reichheld, F.F., , Harvard Business Review, 68(5), 105-111. 1990. Zero defections: quality comes to services,
• 38. Rust, R.T., Oliver, R.L., 1994. Service Quality: Insights and Managerial Implications from the Frontier. In: Rust, R.T. and Oliver, R.L., Eds., Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, 1-19.
• 39. Sankar, N.R., Prabhu, B.S., 2001. Modified approach for prioritization of failures in a system failure mode and effects analysis, International Journal of Quality & Reliability Management, 18(3), 324-336.
• 40. Shahin, A., 2004. Integration of FMEA and the Kano model, International Journal of Quality & Reliability Management, 21(7), 731-746.
• 41. Shin, H., Ellinger, A.E, Mothersbaugh, D.L., Reynolds, K.E., 2017. Employing proactive interaction for service failure prevention to improve customer service experiences, Journal of Service Theory and Practice, 27(1), 164-186.
• 42. Shostack, G.L., 1984. Designing Services that Deliver, Harvard Business Re-view, 134-139.
• 43. Sutrisno, A., Lee, T.R., 2011. Service reliability assessment using failure mode and effect analysis (FMEA): survey and opportunity roadmap, International Journal of Engineering, Science and Technology, 3(7), 25-38.
• 44. Tan, K.C., Shen, X.X., 2000. Integrating Kano’s model in the planning matrix of quality function deployment, Total Quality Management, 11(8), 1141-1151.
• 45. Tax, S.S., Brown, S.W., 1998. Recovering and Learning from service failures, Sloan Management Review, Academic OneFile, 40(1), 75.

Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).