Managing service quality by combining voice of the service provider and voice of their customers

Abstract

Presents a simple methodology for managing service quality that takes into joint consideration of what customers expect to receive and what the service provider can offer. A four‐step procedure explains the derivation of the customer‐service provider matrix (CSM). Customer feedback and data on an international coffee outlet are employed to demonstrate the application of the CSM as a visual tool. Two versions of the CSM matrix are developed; one with raw data and another with an illustrative weighting procedure. Service providers can prioritize and re‐allocate resources to increase the levels of the attributes of services quality that would be valued by customers.