Design of a Service Quality Handbook
Situation and main objectives: One of the main groups of shopping centers in Europe decided to make the service quality provided to their customers a fundamental brand attribute, a differentiating factor and a competitive advantage. The goal of the project was to create a Service Quality Handbook for the organization.
Methodology: The first phase of market analysis (benchmarking) conducted an analysis of 70 shopping centers and more than 350 websites through desk research. The second phase of in-depth qualitative analysis addressed the shopping centers’ personnel, customers and key opinion leaders. The third phase involved drawing up the quality handbook featuring 13 books and implementation through training sessions, internal and external communication, design implementation policies and monitoring of the results.