Introduction
It is known that every organization’s primary purpose is to stay in business, so that it can promote the stability of the community, generate products and services that are useful to customers, and provide setting for the satisfaction and growth of organization members (, 1969; , 1985; 1986). In this regard, quality strategy if executed appropriately can make the company prosper not only through increased number of customers and the greater possibility eventual gained customer loyalty but also in fostering ideal working environment within the business organization.
The word “quality” means a dynamic thing to diverse people. This is the reason behind the definition of the term “quality” as the first measure to quality improvement. The usual perception and idea on “quality” is that it can provide an organization to focus on their “quality improvement” endeavors. Thus, providing a definition to “quality” is not just an essential but also can be treated as a semantic point of view, and most importantly it is needed to be directed to the employees. The general impression of quality is often connected to the word “service.” These two terms are both intangible in the service sector. Because the consumer cannot measure its quality or value before buying and consuming the product, the customer can only measure quality after using the product or services or by perceptions of other people and what kind of quality they expect to receive.
Quality management in the business sector is most crucial and relevant to industries that are classified as manufacturing companies and finance firms. The trend towards internationalization and increased global competition among huge and successful business corporations directed business executives to find ways and means to improve their products and services to clients and consumers. Every existing business company in this era of modernization have invested resources to enable them be successful in the local as well as in the international market competition. Quality and customer’s loyalty are the common goals among business individuals.
Customer Service
Normally, great amount of time is consumed in the mere planning of the purchase orders of a particular business company. And since most of the time the transactions involve not only a single client or customer, especially in the case of huge product and service providers, business establishments’ deal with sub-suppliers with several forwarders from which a number of consolidations are exchanged. The workload and time that the inventory managers handle defines the proceeding business processes that follow and thus, predict and maintain the success and profit of the whole business organization. That is why, efficiency counts!
The provision of quality customer service is a multi-faceted concept as a number of factors must be met by the business in order to achieve it. In order to integrate quality in service provision, it is important that the organization has the right skills, resources and values. As quality customer service is influenced by various factors, the involvement of both company management and the employees must be present. In this paper, it has been made clear that training alone is not sufficient for service quality. The commitment, leadership and adaptability of the management towards change are also important for quality service. The values and skills of the employees on the other hand, must be prioritized as well. They must be given enough empowerment to contribute effectively towards customer satisfaction.
The importance of quality in customer service has been recognized by companies worldwide. Several major companies have applied prioritized quality in customer services, resulting to positive business outcome. Customer satisfaction, loyalty, employee satisfaction and profit growth are some of the main advantages of this business practice. In order to cope with the present business challenges, several businesses have implemented different strategies that will enhance their respective customer services. Consumer studies, trainings and application of information technology are some examples of the most commonly used strategies for customer services.
Service delivery is an interactive and dynamic process that from the consumer's point of view is much more than a passive exchange of money for a particular service. Characteristics of services (e.g., intangibility, heterogeneity, simultaneity, and perishability) often require customers to be actively involved in helping to create the service value -- either by serving themselves (as in getting food in a buffet restaurant line or by pumping their own gas) or by cooperating and often working collaboratively with service personnel (as in settings such as hair salons, motels, universities, or lawyers' offices) (, 1978).
According to and (1998) service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. Meanwhile, service variability is the quality of services depends on whom provides them as well as when, where, and how they are provided. Lastly, service perishability constitutes the services that cannot be stored for later sale or use. Some doctors charge patients for missed appointments because the service value existed only at that point and disappeared when the patient did not show up. The perishability of services is not a problem when the demand is steady. However, when demand fluctuates, service firms often have difficult problems ( & , 1998).
In high-contact systems customers can influence the time of demand, the exact nature of the service, and the quality of service ( & , 1979). If consumers somehow become better customers -- that is, more knowledgeable, participative, or productive -- the quality of the service experience will likely be enhanced for the customer and the organization (, & , 1990). Organizations that capitalize on customers' active participation in organizational activities can gain competitive advantage through greater sales volume, enhanced operating efficiencies, positive word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalty ( & , 1979; & , 1990). Customers who actively participate in organizational activities can directly increase their personal satisfaction and perceptions of service quality (, & , 1990; , 1990; and , 1996).
There had been a number of strategies implemented by various companies in order to practice quality customer service. From customer studies to the application of information technology, several international businesses have confirmed that putting quality into customer service results to positive outcomes. While the benefits of quality customer service have already been recognized, it is important to consider that quality customer service is not dependent on the quantity of trainings or seminars an organization undergoes but on the level of collaborative effort exerted.
Along with the changing business world, customers change as well, becoming more demanding and knowledgeable than before. In turn, company management had shifted their focus on their clients or customers so as to stay successfully in business. This transition meant that organizations have to completely reformulate their conventional business aims and purposes from being process-focused to customer-centered. Rethinking and reformulating the organization on the other hand, entail the consideration of several factors such as various processes, technology, the environment as well as the success factors of people ( & , 2000). Hence, in order to bring out exceptional customer services within the company operations, the management should employ fine-tuned organizational restructuring. Moreover, employing proactive customer commitment involves the consideration on culture and infrastructure (, 1997).
The success of integrating quality in a company’s customer services depends heavily on the management. While some company management send their employees to training, some managerial factors would have to be used as well. As discussed by (1990), the manner to which management train, motivate and recognized their employees results to a significant effect on the quality of customer service they deliver. The level of commitment the management provides for instance has a direct impact to the quality of customer service the company provides. According to (2003), it is a common mistake for most management to think that they are highly committed in servicing the customers with quality when in fact their commitment is only based on internal and technical viewpoints.
Nowadays, Customer Relationship Management (CRM) has been a common system applied by businesses to ensure quality customer service. According to and (2000), CRM aids the organization to stay abreast of its customers’ needs and concerns. In addition, customer relationship management also helps the organization to respond in time and appropriately to their customers’ calls. The approach on CRM covers all business processes that an organization employs so as to determine, select, obtain, enhance and retain its customers. Indeed, at present, CRM is regarded as the integration of business processes, technological solutions and advanced analysis, which enables companies to understand clients from a multifaceted perspective. Through this understanding, companies are able to establish deeper and more profitable customer relations.
Meanwhile, Six Sigma is defined by a number of organizations as a measure of quality that strives for near perfection. The program constitutes a collection of methods for analyzing complex cause-and-effect relationships which vary according to simplicity and sophistication so as to discover opportunities for improvement within the business organization. The main purpose of the program is to eliminate defects in any transaction process through the use of disciplined and data-driven approach and methodology used from manufacturing to transactional business processes and from product to service deals. Using the definition of quality in terms of value rather than in terms of defects, six sigma quality management programs involves a general approach and a search for ways to reduce muda in any environment (, 1999).
Lastly, Total Quality Management (TQM) is a planned procedure for satisfying internal and external customers and suppliers by integrating the business environment, continuous improvement, and come through with advancement, growth, and safeguarding the cycles while changing organizational culture. Furthermore, TQM is an array of management system throughout the organization, geared to ensure that the organization to continuously attain or surpass customer requirements. Total Quality Management is a philosophy of management that is driven by the constant attainment of customer satisfaction though the continuous improvement of all organizational processes (, 1998). It is a management philosophy that seeks to integrate all organizational functions such as marketing, finance, design, engineering, production, customer service, and others to focus on meeting customer needs and organizational objectives (, 2000).
Conclusion
The continuing transformation from the traditional industrial framework with its hierarchical companies to a worldwide, knowledge-founded financial system and intelligent corporations necessitates human resource purposes to realign and relocate itself. Considering alternatives and ideals on the relationship between and among employers and employees resulted to more adaptable pool of skilled staff members and efficient body of workforce.
Continues researches on how to improve the product and service to the customers by applying and exhausting the resources available to the company should be constantly considered. Assessment and evaluation of the perception, attitude and behaviors of customers towards the products and services provided should be likewise examined. Innovate, improve, and develop. It should be realized that the direct relationship of quality to customer satisfaction is an accepted fact that can either make or break a particular business organization. Conclusion
The continuing transformation from the traditional industrial framework with its hierarchical companies to a worldwide, knowledge-founded financial system and intelligent corporations necessitates human resource purposes to realign and relocate itself. Considering alternatives and ideals on the relationship between and among employers and employees resulted to more adaptable pool of skilled staff members and efficient body of workforce.
Continues researches on how to improve the product and service to the customers by applying and exhausting the resources available to the company should be constantly considered. Assessment and evaluation of the perception, attitude and behaviors of customers towards the products and services provided should be likewise examined. Innovate, improve, and develop. It should be realized that the direct relationship of quality to customer satisfaction is an accepted fact that can either make or break a particular business organization. The company’s deficiency on meeting the quality requirements it promised to the customers will be very evident in the sales reports and feedbacks that the company will acquire in reviewing the firm’s performance to evaluate and assess the business operation and thus, should be similarly understood.
References
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