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Top1. Introduction
It is imperative for organizations to differentiate their offerings from the offerings of their competitors (Momsen, 2021). Companies find it tougher to differentiate their physical products. Consequently, they turn to differentiation of services (Tolstoy, Hånell, & Özbek, 2022). Differentiation of services may include on-time delivery, better and faster response to inquiries, or quicker resolution of complaints (Andaleeb, 2016). Companies which excel in generation and delivery of services understand the advantages of service differentiation and its value in creating memorable customer experiences (Sahi, Devi, Gupta, & Cheng, 2022). So, it is critical to understand the special nature of services and what that means to marketers.
Service quality is important in the generation and delivery of superior services (Chathoth, Chan, Harrington, Okumus, & Song, 2022). Quality of the services delivered is verified at each stage of the generation and delivery of services. Companies apply the latest technologies which are available to deliver superior services. Such technologies include self-service technologies like automated teller machines (ATMs), various apps, vending machines, and self-checkout facilities at hotels. In all such applications, information technology acts as an enabler (Hassan & Farmanesh, 2022). Companies desirous of generating and delivering superior services should realize the importance of information technology.
The discussions indicate the importance of generation and delivery of superior services. The roles and involvement of information technology in the generation and delivery of superior services cannot be overemphasized. The latest developments in information technology also allow companies to manage service quality in their organizations. Although the topic is important and requires further investigation, few studies focus on the management of service quality and the involvement of information technology in the generation and delivery of superior services and in the management of service quality. The study aims to address this research gap.
The objective of the study is to analyze the various aspects of generation and delivery of superior services by companies. The roles and responsibilities of management of service quality in the process is discussed. The involvement of information technology in the management of service quality is discussed.
The methodology adopted is a conceptual analysis of the various aspects of generation and delivery of superior services, the importance of management of service quality, and the roles of information technology in the process. Research papers on the topic published in reputed academic journals are referred to for conducting the analysis. The contents of the research papers are analyzed conceptually. Examples of companies achieving excellence in service quality are cited wherever applicable. Primary data is not collected and empirical analysis is not done.
The novelty and the contributions of the study lie in the fact that an in-depth conceptual analysis of the roles of management of service quality in the generation and delivery of services is done. Academicians may analyze the various aspects and suggest models and practices which will be effective in managing service quality. Practicing managers will understand the importance of managing service quality and of delivering superior services. They should appreciate the involvement of technological developments and information technology in the management of service quality. They should encourage the applications of self-service technologies and chatbots in the process. All these initiatives will enable companies to deliver superior services and to achieve growth and business excellence in the long run.
The study is structured as follows: