Does productivity affect service quality? To offer higher quality, is it necessary to resign productivity and, therefore, raise service costs? The key is how these variables are measured in each organization, which determines decision making. I will show you the right approach when it comes to services.
These two concepts: productivity and service quality sometimes appear as opposed. It seems that if we want to achieve quality, we must resign productivity, or if we seek productivity, we will necessarily affect the quality of the service.
It is necessary to understand that productivity in services is not measured in the same way as in manufacturing organizations. Let's see what a recognized author in this field tells us.
Christian Grönroos, in his book " Marketing and Service Management " develops the theme of productivity and quality. Below I extract some concepts:
“Traditionally, in the industrial sector, productivity is measured by internal measurements. These mechanisms, when used by service companies, have little or nothing to do with quality. Typical ways to measure productivity are, for example, the number of meals served per hour or the cost per meal in a restaurant. "
“(…) The services are much more complex. Therefore, a more inclusive approach to productivity is needed. Customers do not only evaluate the result of the production process; in addition, they do not evaluate isolated activities, but the entire operation that they perceive and in which they are involved. ”
"Therefore, productivity has to be controlled by both external and internal measurements. External measurements are aimed at customer satisfaction (external effectiveness), as they lead to high levels of quality, while internal measurements are linked to the costs of the resources used to achieve a certain perceived quality of services (internal efficacy). ”
And now I tell you how I saw these truths reflected in an experience I lived over the weekend.
We went to dinner with friends at a place that we liked because it combined good food with space for children's games supervised by permanent staff and in sight of the parents. As we have young children, this combination seemed suitable for the occasion.
Upon arrival we see posters that announced a renewal of the service. "+ Flavor", "+ free games plaza". "How good," we think. Then we realized the reality. The menu had changed, removing the more elaborate dishes and adding fast food. The playground no longer had two or three young ladies looking after the children, but only one, who was also not permanently there.
Analyzing the changes made, they had evidently sought an increase in productivity (from the point of view of internal efficiency). Fast food allows for more table rotation, while parents can no longer trust their children to be cared for, having to get up from the table frequently to supervise them.
Greater internal efficiency, yes, but greater customer satisfaction? I believe that, in the long term, this change will show them that customer dissatisfaction will result in reduced sales and profitability, since they have lost the characteristics that distinguished them from the rest of the offers.
And in your service, how do they measure productivity?
• Are there measurements of internal effectiveness? (resource costs)
• Do they take customer satisfaction into account in productivity?
• Are we talking about quality and customer satisfaction, but when evaluating employees, are the measurements only internally effective?
I invite you to carry out an analysis of your own service and, in light of these concepts, think about what changes could be implemented to increase the overall productivity of the service.
