Featured Report

Service target and quality

In order to make appropriate positioning for service, a well-defined objective must be formulated in first priority. When the target is being formulated, the developmental strategy of the organization, its resources allocation and actual condition should be taken into consideration completely and then various feasible missions in particular can be set based on such targets.

After the target has been set, the service quality is required to be ensured for meeting the requirements of customers. According to the research done by Drummond and Yeoman, the term “quality” for recent years has become an important concept for guiding production and service in various industries. Service of high quality can meet the needs of customers at all times and has also become the basis on which the organization relies for establishing and improving the management system.

It is noteworthy that service positioning and quality must follow the market pace closely. For example, the management company of an estate should be responsible for the security and equipment maintenance in the past; but now, new estate’s management company is training staff and providing diversified services (such as organizing celebrating activities and newspaper delivery and others) so as to satisfy customers’ increasingly higher and higher expectation and requirements. Thus, such service is very popular on the market. From that point, if an organization can go with time and enhance its service quality, it can strengthen its competitive power on the market.

To control and measure quality of service

Quality of Service can be controlled and measured. With help of questionnaires and survey, personal experience (personnel playing the role of customers), management and evaluation, and quality management standard of International Organization for Standardization (ISO) and the quality management mechanism such as the revolving mode of Plan-Do-Check-Act, an organization can effectively control the service process and effectiveness.

In order to evaluate the service quality accurately, the organization must fully measure the service process, skill standard, attitude of staff members, sense of satisfaction of customers and others. Customers are the direct users of the service and thus the customers’ degree of satisfaction can become an important index for measuring the service quality. Form of Customers’ Opinions, method of major event, method of direct investigation, method of attribution measurement and others can all help understand customers’ opinions and degree of satisfaction towards the service and thus the organization can improve service quality and enhance customers’ confidence and increase the profits.

Service Positioning must be people-oriented

Students actively participating in group discussion

Once of the units of the programme is to require students to divide themselves into groups for organizing leisure activities. During the course of discussion, although students are actively making service positioning for the activity, they usually focus on the service process but put less attention on the target and meaning of the service. As a result, the programme tutor will remind them, “In order to obtain significant results, service must be people-oriented. Our ultimate target is to satisfy the customers’ needs.” It is believed that after studying and completing this programme, the students must have deeper understanding and experience of the application and practice of the concept of service.

Community Sports Club Management Development Programme Advanced Course

Holders of LCSD’s Certificate for CSC Management Development Programme ─ Foundation Course may apply for the Advanced Course. Students are required to take theoretical sections (including Programme Planning and Design, Internship Mentoring, Risk Management and Measures, Service Positioning and Service Effectiveness Control and Personnel Management Strategy and complete 40-hour group practice (including programme planning, implementation, evaluation and reporting)