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Service transaction analysis: assessing and improving the customer’s experience

Robert Johnston (Robert Johnston is at the University of Warwick, UK)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 April 1999

6098

Abstract

Describes a service design technique that allows managers to systematically analyse the quality of their service processes at a detailed, or transaction level, from a customer’s perspective. Following a review of alternative approaches the author argues for an approach which combines four critical elements; the service concept, the service process, transaction quality assessment, and messages ‐ the customer’s interpretation of the service. Two case studies are used to illustrate the simplicity yet power of the technique. The key benefits of this technique are that it instils a “customer orientation” in managers and staff and encourages managers to “engineer” their service processes by identifying the root causes of transactions which do not accord with the organisation’s intentions.

Keywords

Citation

Johnston, R. (1999), "Service transaction analysis: assessing and improving the customer’s experience", Managing Service Quality: An International Journal, Vol. 9 No. 2, pp. 102-109. https://doi.org/10.1108/09604529910257876

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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