A Dynamic Model for Continuous Improvement in the Management of Service Quality

Quality is increasingly becoming the key determinant of demand for goods and services. Managerial philosophy and perceptions shape the overall corporate attitude towards quality and define the parameters for its role as a determinant of competitiveness and performance. Quality of services is defined and determined primarily by individual customers through their perceived delivery of service attributes expected. Customer input and feedback is essential for bridging the gap between the perceptions of management and those of the customers, as they view service quality. It is only the mutual synchronization of perceptions that ensures high quality. This article discusses important limitations of contemporary methods in use for the control of quality in services. It models a system and provides a complete and effective quality management framework. The proposed model is dynamic, flexible and utilizes information gathered through an unbroken chain of customer input and feedback in ensuring competitiveness through continuous improvement. Contributions of the model are also listed.