Prior to the session, prepare a newsprint sheet with the information shown on the RATER of the Lost Art Information Sheet and post in a prominent location.

Introduce the session by referring to the newsprint sheet. Explain that these five dimensions have been found to be critical elements in the perception of the customer in terms of service quality, according to survey results from an ongoing research study conducted by Texas A & M and Duke Universities (Berry, Zeithaml, & Parasuraman, Sloan Management Review, Summer 1990, pp. 29—38). Tell the participants that they will be identifying ways in which these dimensions contribute to the overall perception.

Form five subgroups of four or five persons each.

Distribute one blank sheet of paper and a pencil to each participant. Referring to the flip chart, assign a different service dimension to each subgroup.

Tell the groups that they will have approximately 10 minutes to discuss the dimension assigned to each. Each group is to list real-world examples and determine the overall importance of the assigned quality dimension as it feels customers ranked them in the research study, with 1 being most important and 5 being least important.

Allow approximately 10 minutes for completion of the task, giving a 1-minute warning before time expires.

Refer to the newsprint sheet and ask the groups in turn to provide examples for each dimension. After all the groups have reported on their examples, ask each group to provide the estimated ranking for its dimension within the context of all five and record the number.

Reveal the following rankings that were ascertained by the research survey, writing the numbers on the newsprint sheet next to the appropriate words: (1) reliability, (2) responsiveness, (3) assurance, (4) empathy, (5) tangibles.

Ask the following questions:

Explain that the research shows that, foremost, customers expect companies to do what they are supposed to do; they want performance, not empty promises. Customers will not even consider the other four dimensions identified if this basic one is not satisfactory. In order to attain quality service, you need to address the other four dimensions.

Ask subgroups to discuss the conditions in their own organization that help or hinder the ability to perform satisfactorily on each of these five service dimensions.

Allow approximately 15 minutes for discussion, giving a 2-minute warning before time expires.

Ask for feedback from the subgroups, recording the responses on a separate flip-chart sheet for each dimension.

Facilitate a large group discussion by asking the following questions: