ASSIGNMENT ON SERVQUAL, FISHBONE AND SERVICE BLUEPRINT TECHNIQUES

IPL MATCH

SUBMITTED BY :
Ayushi Misra Barkha Pandit Aashima Jain Aayush Poddar Puja Kotecha Chanchal Goyal Raghu Raj Rathore

INTRODUCTION TO IPL

Cricket is considered to be a viable career option as opined by a celebrity. Till few years ago, in India, most of the responsible parents and the guardians took sports as a whole to be a pass time. For them it was a pleasure to watch and allowed children to play whatever they like to, during free time, just for relaxation, fun and health. Tournament like IPL with glamorous media coverage has taken cricket to next level. It started five years ago in 2008 and it is the brain-child of Mr. Lalit Modi, the first chairman of this prestigious event. It was a sporting event with full of extravaganza and instantly it became popular among all the cricket loving countries. It is a Twenty20 cricket tournament which is also known as T20. In 2008, when it started it had eight teams. This cricket tournament is not representing any nation rather it is played almost like club tournaments. IPL consists of Indian cricketers and foreign cricketers too. Each team has a

franchise. Every decision regarding the team, the cricketers even their payments, the management and the support staff is to be taken by the owners that are the franchises. One very interesting aspect of IPL is the selection of cricketers. The players are just not selected for any particular team by the franchise but the different franchises bid for the cricketers of their choice. The franchise who is the highest bidder for the particular player wins the bidding and the player has to join that team.These 8 teams were made across india (Chennai super kings,deccan charges,delhi daredevils,rajasthan royals,Royal challengers banglore,Mumbai Indians,Kolkata knight riders,kings XI Punjab).Ipl has been successful as if was able take cricket across india to common man which also gave opportunity to new emerging players as they had a platform to shows the talent. In 2011 2 new teams were added they were kochi tuskers kerela and pune warriors. With powere ful owners of these franchise and glomour(bollywood) support became a festival in india.

TECHNIQUES IN BRIEF

SERVQUAL
SERVQUAL was originally measured on 10 aspects of service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding the customer and tangibles. It measures the gap between customer expectations and experience. The basic assumption of the measurement was that customers can evaluate a firm's service quality by comparing their perceptions with their expectations. By the early nineties the authors had refined the model to the useful acronym RATER:

Reliability Assurance Tangibles Empathy, and Responsiveness

FISH BONE ANALYSIS

Ishikawa diagrams are causal diagrams created by Kaoru Ishikawa (1968) that show the causes of a specific event. Common uses of the Ishikawa diagram are product design and quality defect prevention, to identify potential factors causing an overall effect. Each cause or reason for imperfection is a source of variation. Causes are usually grouped into major categories to identify these sources of variation. The categories typically include:

People: Anyone involved with the process Methods: How the process is performed and the specific requirements for doing it, such as policies, procedures, rules, regulations and laws

Machines: Any equipment, computers, tools etc. required to accomplish the job Materials: Raw materials, parts, pens, paper, etc. used to produce the final product Measurements: Data generated from the process that are used to evaluate its quality Environment: The conditions, such as location, time, temperature, and culture in which the process operates

BLUEPRINT ANALYSIS The service blueprint is a technique used for service innovation. The technique was first described by Lynn Shostack. The blueprint shows processes within the company, divided into different components which are separated by lines. The process of structuring a blueprint involves six steps: The identification of the service process, that is supposed to be blueprinted The identification of the customer segment or the customers that are supposed to experience the service Picturing the service from the customers perspective Picturing the actions of the contact employee (onstage and backstage), and/or technology actions Linking the contact activities to the needed support functions Adding the evidence of service for every customer action step

SERVQUAL FOR IPL MATCH

SCALE (1 to 7)
TANGIBLE Good parking facility Cleanliness Good Seating arrangements Attractive Cheerleaders Helpful staff Good Availability of snacks Advanced LED/LCD score board Poor =3 Dirty =4 Bad =6 Not attractive = 7 Not helpful = 3 Poor =5 Obsolete =6

RELIABILITY Correct information of scheduled matches Proper attention to customer Incorrect = 7 Poor =4

RESPONSIVENESS Efficient staff Timely availability of tickets Good handling of customer queries Inefficient staff = 5 Poor availability = 6 Poor =5

ASSURANCE Skilled employees Helpful behaviour Assured Security High entertainment Poor =5 Not helpful = 6 Not assured = 6 Low =7

EMPATHY Appropriate Match Timings Affordable tickets Waiting time for tickets Supporting staff for customer needs Not appropriate = 3 Not affordable = 3 Very long =1 Not supporting = 2

ATTRIBUTE

IMPORTANCE OF ATTRIBUTE ( WEIGHTAGE ) 38% 22% 15% 16% 9%

HOW WELL HAS XYZ PERFORMED

TOTAL SCORE ( X*Y)

1 TANGIBLE 2 RELIABILITY 3 RESPONSIVENESS 4 ASSURANCE 5 EMPATHY

34 11 16 24 9

12.92 2.42 2.4 3.84 0.81

IMPORTANCE OF ATTRIBUTE ( WEIGHTAGE )

EMPATHY 10%

ASSURANCE 21%

TANGIBLE 31%

RESPONSIVENE SS 13%

RELIABILITY 25%

For IPL match we have found the gap in empathy part that there services are not good as customer expects. So there is a need to fill this gap.

FISHBONE ANALYSIS

Match timings

Waiting time for tickets

Depends on weather Long duration of game Short intervals between 2 matches

Cricket as entertainment Involvement of cheerleaders Match scheduled daily LACK OF EMPATHY IN IPL

Large number of people Contract based Unskilled staff

Popularity Involvement of celebrities Limited tickets

Poor Staff support

Expensive tickets

For IPL match we found from SERVQUAL method that there is a need to improve the staff support service because there are lots of people who make so much noise and start throwing some empty bottle, posters on the ground. Also there is some problem with the cost of the tickets because it seems too high due the involvement of big celebrities, popularity and limited tickets. Sometimes matches delay due to uncontrolled crowd, bad weather. And one cause that we find for customers dissatisfaction is the long waiting time for tickets due to large crowd, involvement of celebrities, cheerleaders and favorite players.

BLUEPRINT ANALYSIS

Physical Evidence e

Ticket counter Parking Counter Exterior crowd

Parking gate Stadium ground Metal detection

Seats Lighting Score board Ground dcor

Scoreboard Cheer leaders Snacks Pitch

Arrive at counter Customer Actions

Leaves the counter

Arrive at stadium

Take Seats

Enjoy the match

Leave the stadium

Buy the ticket for a match

Receive the ticket

Stand in queue

See the match

Stand in queue

Receive Cash Visible Actions

Deliver the tickets

Checking

Players play

Direction for the seats

Umpire decision

Winning team receives trophy

Direction for the exit

Filling of order

Dance by cheerleaders

Generating Tickets Invisible Actions

Keeping a check through Cameras

Commentary

Third Umpire Decision

Third Umpire Decision

Commentary

Dressing Room Strategy

Support Actions

System looks for vacant seats

Support Entry

Webcam support

Advanced support

System support

Cameras

Cameras

For making blue printing we have chosen a process form buying the ticket, seeing the match till the exit from the ground. When a customer comes to the ticket counter he encounters with the counter exterior, parking, paper etc. then he buy the ticket from ticket seller and collect it. But there is system support also needed for the same. And when he come to see the match he again encounter with another physical evidences such as parking, ground, seats, lightning, crowd etc. than a person gives him direction to find the seat and there are cheerleaders to cheer the team, scoreboard, umpire and team player who are visible to the customer. But the invisible people are the commentators and 3rd umpire who help in providing the service of information and critical decisions. And to support there is need to have cameras, advance computer systems also.