Standard UIC 252-1ed. 1.10.2002 preview

UIC 252-1ed.

Guidelines for the execution of customer satisfaction analyses as a basis for international benchmarking



STANDARD published on 1.10.2002


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The information about the standard:

Designation standards: UIC 252-1ed.
Publication date standards: 1.10.2002
SKU: NS-550077
The number of pages: 34
Approximate weight : 102 g (0.22 lbs)
Country: International technical standard

Annotation of standard text UIC 252-1ed. :


Summary:
The importance attached to customer satisfaction analyses in both scientific theory and practice has grown in recent years and continues to grow, with customer satisfaction being seen as one of the central drivers of business performance. Satisfied customers are loyal customers that will continue to buy services from the company and even recommend it to others - correlations that have been proven through numerous empirical studies.
A further reason for the increasing focus on customer satisfaction as a topic is linked to the key importance of service quality as a competitive advantage, with service-providers in particular increasingly tending to have their services certified by independent institutions. A key role is played in this connection by the ISO 9000 group of standards published by the International Organisation for Standardisation. The ISO 9000 ff. standards set out a series of requirements to be met by quality management systems and stipulate, on the matter of customer satisfaction measurement, that a company should regularly monitor its customers perception of the standard of quality offered. The methods by which customers views are ascertained must also be clearly defined. In this respect, measuring customer satisfaction is essential to railway freight operators in order to conform to the ISO 9000 ff. standards.
What is crucial in this regard is for customer perceptions of service quality to be regularly recorded. In corporate practice there is a wide range of supplier-oriented indicators for measuring service quality, such as internal quality indices. Differences between the standard of quality perceived by the customer - expressed as customer satisfaction - and quality from the suppliers perspective should therefore be investigated by the company. In this process, the suppliers own quality indicators should be subject to critical scrutiny, as in a case like this they may not give an adequate picture of quality from the customer point of view, ultimately the most crucial perspective for a company.
In this context it is clear that regular measurement of customer satisfaction is also of the utmost importance for railway freight operators. Having said that, carrying out customer satisfaction analyses for a complex service like rail transport is not without its problems. These guidelines therefore offer recommendations for the execution of customer satisfaction measurements in the field of freight transport services. Whilst many of the component parts of this concept are applicable whatever the country - criteria like punctuality or transit time, for example, are universally relevant - the proposed concept also leaves room for adjustments in several areas to accommodate the specific features of countries or companies, as cultural differences may for example dictate. From this point of view, these guidelines by no means seek to legislate or impose a unification of the individual national customer satisfaction surveys, but rather seek to pass on the fruit of scientific research and practical experience in the field of customer satisfaction ("recommendation, not regulation"). The idea is to set out a basic model for the measurement of customer satisfaction that can (and indeed must) then be adapted to the needs of each individual company.
Nonetheless it would be beneficial if the recommendations in these guidelines were implemented at least in part by a large number of railway freight companies. By obtaining a standard core in this way, it would be possible to carry out international benchmarking on customer satisfaction in the various countries, an exercise that would bring important insights for both the International Union of Railways and the individual companies.

Name:
Leitfaden für die Durchführung von Kundenzufriedenheitsanalysen als Basis für ein internationales Benchmarking

Zusammenfassung: In Wissenschaft und Praxis ist der Stellenwert von Kundenzufriedenheitsanalysen in den letzten Jahren gewachsen und wächst weiter. Kundenzufriedenheit wird dabei als einer der zentralen Einflussfaktoren auf das Geschäftsergebnis angesehen: Zufriedene Kunden sind loyale Kunden, die weiter Leistungen von dem Unternehmen beziehen und das Unternehmen auch weiterempfehlen. Diese Zusammenhänge wurden auch durch zahlreiche empirische Studien bestätigt. Ein weiterer Grund für die steigende Fokussierung auf das Thema Kundenzufriedenheit ist die Tatsache, dass insbesondere Dienstleistungsunternehmen wegen der zentralen Bedeutung der Dienstleistungsqualität als Wettbewerbsvorteil vermehrt dazu übergehen, ihre Leistungen von einer unabhängigen Institution zertifizieren zu lassen. Eine zentrale Rolle spielt hierbei die von der International Organization for Standardization herausgegebene Normenfamillie ISO 9000. Die Normen ISO 9000 ff. formulieren dabei eine Reihe von Anforderungen, die ein wirksames Qualitätsmanagementsystem erfüllen muss. In Bezug auf die Kundenzufriedenheitsmessung wird vorgeschrieben, dass ein Unternehmen die Wahrnehmung der Kunden im Hinblick auf die gebotene Qualität regelmäßig überwachen muss. Weiterhin müssen die Methoden, mit deren Hilfe das Kundenurteil erhoben wird, festgelegt werden. In diesem Zusammenhang ist die Messung der Kundenzufriedenheit für ein Schienengüterverkehrsunternehmen wichtig, um die Normen ISO 9000 ff. zu erfüllen. Entscheidend in diesem Zusammenhang ist, die Wahrnehmung der Kunden bezüglich der Leistungsqualität regelmäßig zu erheben. In der Unternehmenspraxis existieren vielfach anbieterorientierte Indikatoren zur Messung der Dienstleistungsqualität, wie etwa interne Qualitätskennzahlen. Abweichungen, die zwischen dem Qualitätsniveau aus Kundensicht - operationalisiert durch die Kundenzufriedenheit - und dem Qualitätsniveau aus Anbieterperspektive bestehen, sollten indes vom Unternehmen untersucht werden. Dabei sind insbesondere die anbieterbezogenen Qualitätsindikatoren einer kritischen überprüfung zu unterziehen, da diese in einem solch

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