Chapter 74. RATER of the Lost Art: Customer Perception of Quality
Goal
To examine customer expectations for quality service. Participants will identify examples of five service dimensions and rate their overall degree of importance.
Time Required
Approximately 1 hour
Group Size
Five subgroups of four or five persons each, with a maximum of twenty-five participants
Materials
One sheet of blank paper and a pencil for each participant
One prepared newsprint sheet and tape for posting
Flip chart and felt-tipped marker for facilitator
Process
Prior to the session, prepare a newsprint sheet with the information shown on the RATER of the Lost Art Information Sheet and post in a prominent location.
Introduce the session by referring to the newsprint sheet. Explain that these five dimensions have been found to be critical elements in the perception of the customer in terms of service quality, according to survey results from an ongoing research study conducted by Texas A & M and Duke Universities (Berry, Zeithaml, & Parasuraman, Sloan Management Review, Summer 1990, pp. 29—38). Tell the participants that they will be identifying ways in which these dimensions contribute to the overall perception.
Form five subgroups of four or five persons each.
Distribute one blank sheet of paper and a pencil to each participant. ...
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