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3.1. The basic directions of perfection of quality of trading services

Globalization of economic processes and entry of Russia in world economic community demand special researches in the field of laws of development of trade and the decision of problems on improvement of quality of trading service of consumers.
Strategy of activity of trading enterprises is defined at the present stage by amplifying orientation to satisfaction of requirements of buyers. At the same time experts mark non-uniformity of development of this process in regions of Russia. Nevertheless, the circulation of attention to wishes of consumers has begun, though occurs unequal rates. Dynamically mutual relations between the enterprises of retail trade and the enterprises - suppliers vary. Change of approaches occurs because manufacturers also become interested in effective work of the enterprises of sphere of services, from which it is necessary to consider as the main things trade. Interest to merchendajzingu - to art and technology of the organisation of sales in trade enterprise territory has considerably increased. Many manufacturers notice, that those from them who actively participates in advancement of the goods achieve success in sphere of sales and supervises trading process. Naturally enough, that new changes in sphere of the given mutual relations between manufacturers and trading organisations have now and problem zones which are defined by following signs: - Manufacturers should be arranged under rigid rules of deliveries of the goods in a retail trade system, to maintain volumes, terms and quality of delivered production, i.e. Suppliers of production should accept the above-named requests which are dictated by trade enterprises; - The "grey" market of struggle for the best places on regiments and counters of supermarkets becomes more active; - There is an original crossing of interests merchevdajzerov trade enterprise to the similar experts representing the enterprises - Manufacturers. However the author marks and, unconditionally, positive aspects of modern mutual relations of trading enterprises and manufacturers, in particular: - Mutually advantageous cooperation for the blessing and advantage of the end user; - Accentuation of attention to researches and work in the field of product quality control and services; - Construction of new, mutually advantageous relations of cooperation on the basis of crossing of own commercial, social and economic and marketing interests. Issue and realisation of production of a choice quality adequately reflect social and economic interests, both the manufacturer, and trading enterprises. Competitive advantages of trade enterprise in many respects depend on quality of production and services, its commodity and price policy, the success in commercial business and volumes have arrived. In formation of the marketing markets and gains each firm of own zones of influence the main role belongs to quality and safety of the made and realised goods, and also all becomes more actual a problem on formation of quality of trading services. This objective phenomenon is predetermined by dynamical development of a consumer commodity market and services. The author of research proved earlier interrelation of economic interests of manufacturers and trade enterprises in the field of realisation to the population of the goods of proper quality. Retail trade, realising consumer cost, connects production with consumption and supports balance between a supply and demand.
In this case and Manufacturers and trading organisations have a number of mutual social and economic interests [91, with. 137]: L table 3.1 Social and economic interests of a commodity producer and trade enterprise on issue and realisation of qualitative production Commodity producers Trade enterprise Increase of reputation of the goods having set consumer qualities Creation of competitive advantages at purchase and sale of the goods Growth of competitiveness of the goods More complete satisfaction of demand for the goods Close interaction with trade enterprise Stimulation of consumer intentions Maintenance of stable items at purchase of production Increase of stability in the field of sale of the goods the Cost-saving of production Increase of a degree of quality of service of buyers Output of a choice quality Reduction of expenses at realisation of production Satisfaction of interests of consumers of production the Cost-saving Development of a material incentives fund for output of proper quality Reception of guaranteed profit on realisation of qualitative production At last, a general purposes and manufacturers and trading organisations is the gain of trust of consumers which is the guarantor of stable profit as a result of production realisation. Quality of production closely related with its competitiveness which is characterised by conformity consumer and cost indexes of the goods to indicators of the goods-analogue of the competitor. Hence, competitiveness is defined by comparison of the goods of the homogeneous property satisfying one and tuzhe requirement. In foreign practice by the factors influencing competitiveness of the goods, are considered: obnovljaemost the goods, utility, reliability, packing, the price, a before-sale service, an after-sale service [153]. Modern trading business even more often develops towards increase of competitiveness of trade enterprise which expresses its stable items and a place in the market where the defining factor is quality of the realised goods. These two categories (competitiveness of the goods and competitiveness of services of trade enterprise) not only are shown simultaneously, but also usually interact with signs inherent in them. Maintenance and maintenance at the set level of competitiveness, both the goods, and trade enterprise, are the keystone to success on a modern competitive commodity market and services. According to the western economists, the deviation from a degree of quality of the best foreign analogues on 20 % compels firms to sell production in 2 times more cheaply, hence, to manufacture poor-quality production or poor quality production it becomes simple it is not favourable [163]. Thus, as one of the basic directions of perfection of quality of trading services, the author allocates development of regulating, co-ordinating and supervising function from trading organisations in relation to manufacturers of the goods. Modern trading organisations should regulate more carefully process of delivery of the goods in own enterprises, placing emphasis on acceptance only qualitative production. If to consider the further directions of perfection of quality of services it is necessary to notice, that now within the limits of the Russian economy there is an active process of that comprehension, that their level is subject to an obligatory estimation from consumers and to management from management of the service organisations. Undoubtedly, that problems in quality management of trading services as a whole enough. It is responsible and difficult process which results from the nature of services and their features. However it is necessary to note and positive tendencies in the given process: - Management of retail trading organisations has faced problems of quality management of services; - The first attempts of workings out of techniques of estimations and approaches to quality management of services are undertaken; - Quality of trading services began to be defined as the integrated indicator including a complex of estimated indicators: speed of service, comfort of service, professionalism of attendants, qualitative service etc. Thus, as the next direction of perfection of quality of trading services the author of research defines attraction process to an estimation of quality of trading services of consumers. Their independent estimations are information base for acceptance in the future of the administrative decisions directed on improvement of quality of trading service of the population. Now in Moscow trial works on interrogation of buyers for the purpose of definition of their estimations on quality of service [177] are conducted. Administration of the Central administrative district together with Guild of social shops carry out monthly monitoring of the prices for production, and also suggest to evaluate shop work to buyers on a five-point scale. In a questioning basis such actual criteria of estimations as quality of production, range, availability of the prices, wishes of consumers are mortgaged. According to the author of the research, the given measures are claimed and actual. Undoubtedly, that managers of retail trade necessarily should consider opinion and estimations of consumers in the field of quality of represented services. It is necessary to notice, that to the beginning of 80th the international requests and quality standards ISO 9000 have been developed. Standards on ISO 9000 represent set of requests to orgstrukture, responsibility of procedures, processes and the resources directed on stable quality of manufactured production. Similar requests can be applied in system engineering of quality management of trading services, however it is necessary to take into consideration and specific features of process of rendering of trading services: - Interaction of the executor and the consumer of services, - Trading services are connected with sale of the goods to the population; - The whole complex of services is subject to regulation: on realisations of the goods, information-advisory services, rendering assistance to the buyer in fulfilment of purchase and at its use, services in creation of conveniences to buyers. As is known, in a basis of a control system quality of production in the international practice puts «a quality spiral» («a quality loop»). It is of interest from the point of view of the marketing approach to quality and competitiveness of production. Value of the given marketing strategy consists that it is aimed at maintenance of competitive advantages on a commodity market, reached by novelty and reduction of life cycle of the goods. In modern conditions the organisation of quality management of trading services should be under construction on interaction of the services taken in sphere of the circulation of the goods (delivery, storage, processing, transportation, realisation). Creation of conditions and a mode, useful properties promoting safety and minimum losses of production Is necessary. At the subsequent stages of the circulation: transportation, moving and production realisation measures on preservation konditsionnogo conditions and to reduction of losses of the goods from physicomechanical effect-should be provided. Efficient control quality of trading services probably under condition of reorientation of all structure of trading organisation to the consumer, to its requests, tastes, preferences, habits. Organizational changes should occur both in structures of management, and in consciousness of attendants that represents for present time change of certain stereotypes in work with buyers. Schematically given process is represented on rice 3.1.1: It is assigned to chiefs of the enterprises and it can not be realised to the full. In them there should be a post operating quality of trading services (the branch manager of quality, the deputy director on quality etc., the manager on quality). Approximate changes of structure of management by trade enterprise on a supermarket example are presented on rice 3.1.2: In functions of the expert in quality management of trading service, in our opinion, it is necessary to enter the list of following functional responsibilities: - The organisation of managerial process by quality of trading services, - Working out of effective receptions and methods of work of trade enterprise; - Training of trading staff in the field of perfection of quality of trading services; - The work organisation on motivation of trading staff; - Monitoring of estimations of consumers on quality of service; - Working out of strategic and tactical plans, programs on perfection of quality of trading services; - Introduction of programs on improvement of quality of trading services, the control over their realisation; - Interaction with suppliers of production, etc. The contents of work of the expert in quality of trading service within the limits of system of a quality management of trade enterprise consists in comparison of a current degree of quality of service with the planned degree of quality. It is necessary to notice, that at the heart of research of level and quality of service of buyers, it is possible to use the questionnaire earlier offered by the author of the present research, having added with their specific, individual criteria. From the review of the foreign literature, follows, that experts consider managerial process by quality of services in service sphere, as a component of enterprise activity on granting of services with the purposes of complete satisfaction of inquiries of the user of services that is reached by the control over indicators of process of granting of services and necessary correcting activity of management. Masur And. I, Shapiro V. D [112, with. 222] suggest to consider as a whole managerial process by quality of services schematically kind of comparison of a current degree of quality with the planned: Fig. 3.1.3. The model of comparison of actual and expected "quality" Process of granting of services to the user assumes the assertion of the corresponding standard documentation (conformity standards) for methods of granting of services, the control over observance and correction of competitiveness of service strategy. Thereupon supervising activity of the expert in quality management of services includes constant supervision and the control over process of observance of requests at all stages of granting of services for the purpose of the prevention of occurrence of undesirable deviations from the developed strategy that can lead to a dissatisfaction of consumers. For improvement of quality of trading service in retail trade system it is necessary to study the basic motives of labour activity of workers of shop for system engineering of stimulation in the field of highly effective labour activity. It is necessary to use not only material stimulation of trading staff, but also to develop conceptually new systems of moral incentive on the basis of features of service interaction between consumers The program of perfection of quality of services in the retail trade enterprise (Buyers) and workers of trade. The author develops the approximate program of perfection of quality of trading services in concrete trading the enterprises and is presented in table 3 L 2: Source: it is developed by the author The policy of the service organisation in the field of quality management of services should be directed on realisation of following primary goals: satisfaction of the consumer from the point of view of professional standards and ethics, continuous improvement of quality of service, the account of requests of company. Thus, it is necessary to form and use conceptually new scheme of trading management on the basis of the positions developed both foreign, and domestic scientists, experts in the field of trading sphere. The author also offers to develop considerably with the purposes of perfection of quality of trading services a direction connected with training of staff to effective work acceptances. Training process is necessary for organising for all employees with use of interactive methods of training. Work with staff means first of all its training for the purpose of formation of a new sight and approaches in the field of communications with buyers, features of a consumer' behaviour, acquisition of practical skills of possession by psychological receptions of dialogue and oral advertising. Experience of development of the Soviet trade has a positive example enough the effective form of training of employees - uchebno-course combines, schools-shops, short-term rates. According to the author, their high training efficiency consisted in the maximum approach of the theory and practice, that considerably lifted a lath on quality of training. And training was carried out on special, to purpose-oriented programmes with the invitation of leading experts of branch. Short-term rates should be conducted without a separation from primary activity, using as preparatory base corresponding trade enterprise. In training by the author it is recommended to use various psychological trainings, to hold seminars on actual problems, to fulfil receptions and methods of effective service of buyers. Doubtless advantages of the given approach in training are: The maximum nearness to a place of the future work, presentation in training, possibility of entering of updatings in training programs. In this connection, the author offers model of modern effective training of staff on fig. 3.1.4. Fig. 3.1.4. Model of training of staff to receptions of the qualitative Service And, at last, as the next direction of perfection and development of quality of trading services, the author offers to make active considerably a state policy in trading sphere. Speech does not go about active interference of the state structures in enterprise activity. Competent and effective regulation of sales efforts on the basis of the concept of improvement of quality of a life of the population, including at the expense of perfection of sphere of services Means. In all developed countries retail trade usually is regulated by the state basically on two groups pravootnosheny. And the regulation pravootnosheny the first group - between the seller and the buyer - in legislations of foreign states is practically identical to norms and rules of the Russian legislation confirming the whole complex of requests to conditions and rules of management of trade. State regulation basic elements between government bodies and sellers are the accurate regulation of methods and sales efforts means, i.e. the basic concepts, classifications of trade enterprises, requests to rules of their functioning, including places of placing and an operating time, and also quality assurance and services. Thus, by the author are made a result of the offered basic directions of perfection of quality of trading services: - Orientation of activity of trade enterprise to the consumer, close interaction with it on the basis of dialogue, questioning, interviewing; - Close interaction with suppliers of production, focused on more rigid regulation of the "source" control of production on quality and safety; - Realisation of organizational changes at the expense of introduction in structure of the enterprise of a post of the expert in quality of services (the deputy director on quality, the manager on quality etc.); - Increase of efficiency of state regulation and activity support on improvement of quality of trading services in retail trade system, the organisation of training, development and motivation of trading staff. -
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A source: Yermolaev Natalia Nikolaevna. PERFECTION of QUALITY MANAGEMENT of SERVICES In SYSTEM of RETAIL TRADE. 2007

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