Professional Documents
Culture Documents
MARKETING
CUSTOMER PERCEPTIONS
Of SERVICE
Chapter # 5
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C USTOMER PERCEPTIONS
Responsiveness
n Keeping customers informed as to when services will be
performed
n Prompt service to customers
n Willingness to help customers
n Readiness to respond to customers requests
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T HE F IVE D IMENSIONS OF
S ERVICE Q UALITY
Assurance
n Employees who instill confidence in customers
n Making customers feel safe in their transactions
n Employees who are consistently courteous
n Employees who have the knowledge to answer customer
questions
Empathy
n Giving customers individual attention
n Employees who deal with customers in a caring fashion
n Having the customers best interest at heart
n Employees who understand the needs of their customers
n Convenient business hours
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T HE F IVE D IMENSIONS OF
S ERVICE Q UALITY
Tangibles
n Modern equipment
n Visually appealing facilities
n Employees who have a neat, professional appearance
n Visually appealing materials associated with the service
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S ERVICE E NCOUNTERS OR
M OMENTS OF T RUTH
From customers point of view the most vivid
impression of service occurs in the service
encounter or moment of truth, when the customer
interacts with the service firm.
Logic suggests all encounters are equally important in
building relationships. For every organization,
certain encounters are probably key to customer
satisfaction. Suppose in a hospital context,
encounter with nursing staff were more important
in predicting satisfaction.
Aside from the common key encounters, there are
some momentous encounters that are crucial.
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T YPES OF S ERVICE E NCOUNTERS
Build Trust
Reinforce Quality
Build Brand Identity
Increase Loyalty
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A S ERVICE E NCOUNTER
FOR A H OTEL V ISIT (E XAMPLE )
Check-In
Restaurant Meal
Checkout
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C OMMON T HEMES IN C RITICAL
S ERVICE E NCOUNTERS R ESEARCH
Recovery: Adaptability:
Employee Response Employee Response
to Service Delivery to Customer Needs
System Failure and Requests
Coping: Spontaneity:
Employee Response Unprompted and
to Problem Customers Unsolicited Employee
Actions and Attitudes
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C OMMON T HEMES IN C RITICAL
S ERVICE E NCOUNTERS R ESEARCH
Contact employees
Evidence Guarantees
Technology
Website
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