Karin Newman

INTERROGATING SERVQUAL: A CRITICAL ASSESSMENT OF SERVICE QUALITY MEASUREMENT IN A HIGH STREET RETAIL BANK

This paper presents a case study of a pioneering nationwide implementation of SERVQUAL by a major UK high street bank between 1993 and 1997 at an annual cost of one million pounds. In addition to highlighting serious weaknesses in the value of SERVQUAL as a measure of service quality and as a diagnostic tool, this study raises some of the practical difficulties entailed in its implementation. Moreover, in this particular instance, it becomes apparent that difficulties are introduced by the separation of service quality management from the management of marketing and human resources. In addition, there was a discernible lack of top management commitment, as well as obstacles in the form of functional and informational silos, which served to constrain an integrated company response to SERVQUAL criteria.

Service quality in retail banking: the experience of two British clearing banks

Presents an empirical study of major quality improvement initiatives recently undertaken by two British banks. Provides a useful comparison of the two different approaches, and contributes new evidence on the current debate concerning the validity of the SERVQUAL model. First outlines the implementation of the SERVQUAL model, the bank’s subsequent quality improvement programme, and evidence of an improvement in customer satisfaction. Second, included for comparative purposes, describes the adoption and implementation of the Crosby total quality training programme. In both cases relevant evidence was gathered on staff attitudes. Given the long‐term nature of these comprehensive quality programmes, any evaluation must necessarily be tentative, but both banks are able to report an improvement in service quality, and fresh evidence is provided in support of the SERVQUAL model.

Banking on people

Total quality management (TQM) principles are now being applied in service industries in the UK, following their perceived success in manufacturing industries, with the particular aim of improving service quality. In financial services the impetus behind the adoption of quality programmes is increased competition and higher customer expectations. Studies of the introduction of quality programmes into service organizations in the UK are as yet few, but both these and the large number of studies of TQM in manufacturing point to the need for high levels of motivation and involvement by staff, and the significance of job satisfaction and of employment policies. Reports on an investigation into the introduction of TQM into two major banks in the UK, with a special focus on the reactions of employees. Highlights their success and limitations in two case studies, and draws out the lessons to be learned by senior management and human resources departments.

The nurse retention, quality of care and patient satisfaction chain.

This paper proposes an integrated approach to examining and dealing with the complex issue of nurse recruitment, retention, healthcare quality and patient satisfaction. The paper depicts and describes a generic conceptual framework or chain derived from a review of the literature on nurse recruitment and retention, service quality and human resource management. The chain is made up of the following components: NHS and Trust conditions and environment (internal quality)--service capability--nurse satisfaction--nurse retention--quality of patient care--patient satisfaction. The value of the chain is derived from its synthesis and display of the prime constituents or drivers of nurse satisfaction, quality of patient care and satisfaction. From this holistic picture it is possible for both national and local initiatives to be integrated in a mutually reinforcing way in order to achieve improvements in nurse recruitment, retention, quality of care and patient satisfaction.

Empirical evidence for “the nurse satisfaction, quality of care and patient satisfaction chain”

The statistics and associated literature reveal a chronic shortage of nurses and midwives and difficulties in recruiting and retaining D and E grades, the main providers of hands‐on patient care. This qualitative exploratory study of nurse satisfaction, dissatisfaction and reasons for staying provides empirical support for a conceptual model “the nurse satisfaction, quality of care and patient satisfaction chain”. The in‐depth interviews reveal a spontaneous and explicit linking of organisational resources to nurses’ ability to provide the level of patient care commensurate with their desire and patients’ needs. Nurse job satisfaction derives from knowing that they have provided good care as well as the attributes of the job such as a career, skill acquisition and the “people I work with”. Job dissatisfaction stems primarily from staff shortages, the behaviour of patients and negative media comment. The interviews demonstrate the critical role of the “ability to give quality care” and the satisfaction derived from patients’ demonstration of their appreciation and the influence of this on nurse retention.

Developing a competency framework to support training in evidence‐based healthcare

This paper focuses on the practice of evidence‐based healthcare by doctors, nurses, midwives and the professions allied to medicine in four NHS Trusts in and around London. This qualitative study, based on interviews and self‐efficiency ratings uncovered the extent of evidence based practice between different groups and between acute and community Trusts, the perceived obstacles to the adoption and implementation of EBHC, and throws light on the knowledge, skills and attitudes required for such practice. Five clusters of competencies were identified – personal attributes, interpersonal, self‐management, information management and technical knowledge skills – and these form the basis of a competency framework of measurable criteria to assess proficiency as well as staff training needs which it is hoped will enable NHS Trusts to devise strategies to meet the requirements and challenges of clinical governance from April 1999.

Aspects of Anglo-Spanish Perceptions and Product Preferences Arising From ‘Country of Origin’ Image

This study investigates the incidence and importance of ‘country of origin’ for a wide range of products made and marketed across Europe. How important is the ‘country of origin’ effect in shaping purchasing behaviour? Is it equally significant for every country and every product? Of crucial importance for the future as new offshore production locations open up in southern and eastern Europe is the question, to what degree is the ‘made in’ effect country specific and how durable is it? For example, can a company that has achieved global marketing stature based primarily on exports retain its ‘country of origin’ marketing edge when it graduates to producing its products in the heartland of its major foreign markets or alternatively in offshore locations? What, if any, are the implications for global marketing? This is a preliminary study based on a cluster of high and low value-added products and ranging from agrarian to technological products made in Germany, Britain, France, Spain and Italy using a sampl...

Case study: service quality, business process re‐engineering and human resources: a case in point?

Features a case study of a major bank which aimed to achieve corporate transformation and a dramatic improvement in service quality. The links between service quality, customer satisfaction and corporate profitability in UK banking are outlined in order to set in context the many quality improvement initiatives undertaken by UK retail banks in recent years. Business process re‐engineering has proved to be the most popular of service quality initiatives but most have been limited to single processes rather than corporate transformation as portrayed in the case study. The five‐year corporate transformation programme focuses on employee communications, the redesign of work, recruitment and reward processes and the introduction of consumer research‐based national quality standards. The bank was rewarded for its efforts, coming top for three consecutive years in the Which? service quality surveys and, according to its own data, which contributed to a rise in customer satisfaction and customer retention at a time of declining employee satisfaction. Future developments in service quality segmentation and a working definition of service quality are proposed.

Towards a new health care paradigm: Patient‐focused care. The case of Kingston Hospital Trust

Patient-focused care (PFC) and business process re-engineering (BPR) have been advocated in the academic literature as techniques to improve both quality of service and reduce costs. Seeks to separate and delineate the components of PFC and BPR and, using the case study method, describe the adoption and implementation process of PFC in medicine and maternity by one London NHS Trust Hospital. Reports the impact of this innovation on service delivery, staff reconfiguration and multi-skilling. Identifies preconditions and key success factors and indicates lessons for the future.

Service quality and blood donors — a marketing perspective

The National Blood Service, celebrating their fast half century, have responded to the increasing need for blood with the launch of their biggest recruitment drive ever, targeted at young adults with the goal of encouraging a life‐time habit of giving blood. Prerequisites for improving the effectiveness of donor acquisition and retention strategies are to understand who gives blood, the motivations for giving and for defection as well as the reasons why the majority of eligible donors do not donate. A literature review of blood donor characteristics and motivations sets the contextual background to the field study of some 240 students at a British University and a conceptual model which depicts the behavioural chain of blood donorship is drawn. The implications for donor acquisition, retention and defection management are then outlined. Service quality, solicitation of donors views and communication strategies are discussed and we conclude with proposals for further research.