Service Productivity

Topics: Customer service, Scientific method, Qualitative research Pages: 13 (910 words) Published: October 9, 2013
QUALITATIVE SERVICE PRODUCTIVITY
Methodology for the Analysis and Optimization of Service Productivity considering qualitative Factors

© Fraunhofer

QUALITATIVE SERVICE PRODUCTIVITY
 Objectives and Methodology
 Qualitative Factors in Service Productivity
 Methodology for the Analysis and Optimization of Qualitative Service Productivity  Key Performance Indicators for Qualitative Service Productivity Measurement  Example
 Conclusion and Next Steps

© Fraunhofer

Objectives and Methodology
Objectives:


identification of relevant qualitative factors for service productivity



development of a methodology for analysis and optimization of qualitative productivity factors



integration in quantitative productivity analysis

Definition of Objectives
Literature Research
(Qualitative Factors)

Expert Workshops
(Requirements for the Model)

Model Development
Practical Testing
Adjustment of the Model
Derivation of Recommendations

© Fraunhofer

Qualitative Factors in Service Productivity
Relevance and Definition

Relevance:
 Important role of »soft factors« in services
(esp. interactions between employees and customers)
 Impact of »soft factors« on service productivity

 No suitable key performance indicators for »soft factors« in the sense of quantitatively measurable variables

Qualitative Service Productivity means…
»Productivity, which is determined by all not directly quantifiable Factors that manifest in employee and customer satisfaction, strongly based on the quality of customer-employee interaction and relationship, covering the resource, process, customer and outcome dimension of service delivery.«

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Qualitative Factors in Service Productivity
Findings (1/2)


Dominating research focuses:



Service profit chain



Satisfaction of needs




Service quality

Service organization (i.e. systemic human resource/organizational development)

Input and output:
Input

Output

Company

i.e. culture of service, motivation, training,
recruiting, hours of work, equipment,
technology, service quality, resources in
general, attitudes, actions, relations

i.e. overturn, profit, market share

Customer

i.e. time, effort, emotional energy,
attitudes, actions, relations

i.e. perceived service quality, service performance,
satisfaction, loyalty, effects on customers/their objects,
injured/fulfilled needs, extent of gratification

 consideration of soft factors in service productivity, but no holistic approach or instructions © Fraunhofer

Qualitative Factors in Service Productivity
Findings (2/2)
 Turning away from the production-oriented input-output concept (processes not as »black box«)
 Soft factors relevant in four constitutive characteristics of services: resources, process, client integration and outcome

 Dependencies:
 Service quality  productivity

 Contact intensity  productivity
 Interaction competence  productivity

 Mutual trust between customers and
employees (i.e. service staff) 
productivity
 Customer/employee satisfaction 
productivity
© Fraunhofer

Methodology for the Analysis and Optimization
of Qualitative Service Productivity

1
Determination of service
type according to
interaction intensity

6
Deduction of measures for
optimizing service
productivity

© Fraunhofer

2

3

Selection of appropriate
qualitative productivity
indicators

5 Integrated analysis of
qualitative and
quantitative service
productivity

Measurement of
qualitative service
productivity

4
Evaluation of qualitative
service productivity
(Scoring Model)

Key Performance Indicators for Qualitative
Service Productivity Measurement
Excerpt
Qualitative KPIs for the Dimension »Resources«
Competency

i.e. employee attitude
survey

Satisfaction

Quality of infrastructure

Factor (Examples)
Professional competence of employees...
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