Chapter 5. Customer Perceptions of Service. Customer Perceptions Customer Satisfaction Service Quality Service Encounters: The Building Blocks for Customer Perceptions. The customer is. Anyone who receives the company’s services, including:
5Customer Perceptions of Service
Anyone who receives the company’s services, including:
Positive word-of-mouth communications
________________Outcomes of Customer Satisfaction
Ability to perform the promised service ________________.
Knowledge and courtesy of employees and their ability to inspire trust and confidence.
Physical facilities, equipment, and appearance of personnel.
________________the firm provides its customers.
Willingness to help customers and provide prompt service.The Five Dimensions of Service Quality
to service delivery
to customer needs
actions and attitudes
to problem customers
Lay out options
Leave customer to fend for him/herself
Act as if nothing is wrong
“Pass the buck”Recovery
Attempt to accommodate
Adjust the system
Promise, but fail to follow through
Show unwillingness to try
Embarrass the customer
Laugh at the customer
“Pass the buck”Adaptability
Steal from customers
Try to accommodate
Let go of the customer
Take customer’s dissatisfaction personally
Let customer’s dissatisfaction affect othersCoping
Source: From “Managing the Evidence of Service” by M. J. Bitner from The Service Quality Handbook, eds. E. E. Scheuing and W. F. Christopher (1993), pp. 358-70.