Learning outcomes The learning outcome of this paper are as follows: enabling students to learn about business and marketing issues of the natural gas distribution industry. To expose students to organizational processes aimed at finding solutions to customer issues. To make them appreciate the aspects of service quality and SERVQUAL model. To make the students aware of the significance of market research for problem-solving. How to use market research findings to address the customer issues? Enabling the students to learn how cross-functional teams contribute to addressing marketing and customer issues. Students should appreciate how to study towards creating a customer-centric organization with an organization-wide commitment including that from the top leadership. Case overview/synopsis Abhay Shankar, Sr. Manager-Customer Service at Reliable Gas Company Limited a state government piped natural gas (PNG) distribution utility whose customer service department is concerned about the provision of best service to its PNG domestic customers. Domestic customers are low volume but largest in numbers and are considered to be a tough, demanding customer segment. A general opinion among the marketing team of the company is that they are trying their best to serve its customers and that their efforts are no less than their private sector counterpart global gas customer service efforts. Abhay is in dilemma on what to do to improve customer services? Complexity academic level Masters students. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.
Purpose: Using the SERVQUAL model in the Natural Gas Distribution business context, the research paper examines and compares the quality of service parameters of two City Gas Distribution (CGD) companies engaged in Piped Natural Gas (PNG) distribution- one from public and other from the private sector. Research Design/Approach: Mapping of various activities pertaining to domestic (household) PNG service on the SERVQUAL dimensions was undertaken. Based on the mapping, a relevant data collection tool was deployed to collect the data on PNG service quality parameters from the respondents, who were current consumers of these companies. Hypotheses regarding various components of SERVQUAL model were tested towards the comparison of service quality of these companies. Data were analyzed by employing an appropriate statistical tool. Findings: Statistical results reveal a significant difference between the companies in terms of the quality of services offered by them. Interpretation of study results, managerial implications and suggestions have been discussed in the paper. Practical Implications: The study shall help in designing and implementing the quality of service parameters and subsequently devising or revising Service Level Agreements (SLA) for the domestic PNG customers of CGD companies. Originality/Value: Not much relevant research work on service quality issues has been undertaken in the CGD Sector in general and in the domestic Piped Natural Gas (PNG) sub-sector in particular. One of the outcomes of the study is also the mapping of various activities pertaining to domestic PNG service on the SERVQUAL dimensions.
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