SERVICE QUALITY BENCHMARKING PROCEDURE: THE 5 STEPS.

STEPS	DEFINE	EXAMPLES/ DESCRIPTIONS
1	Define the competitive arena that is with whom are we compared by customers and with whom do we want to be compared?	In the case of MAS, customer may want to compare them with SIA and MAS may want to compare with SIA or any other Airways.
2	Identify the key components of customer service as seen by customers themselves	Customer service components –ground handling, cabin crew service, baggage handling, food services, ticketing or airport service.
3	Establish the relative important of those service components to customer	How do they feel about the components of customer service chosen? How do they rank the components chosen against competitors?
4	Identify company position on the key service components relative to competitors	Compare the components chosen for the company identified and ranks the company’s position relative to competition If customer identified cabin services as the number one service component , MAS needs to compare its cabin service with SIA cabin service.
5	Analyze the data to see if service performance matches customer’s service needs.	Smith and Prescott (1987)-introduced the competitive position matrix that can be used to analyzed the company’s position: Competitive advantage Competitive parity Competitive Disadvantage.