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Understanding Customer Expectations Perceptions through Marketing Research Chapter 5

2001 - Dwayne D. Gremler. . . . Company Perceptions of Consumer Expectations. Expected Service. CUSTOMER. COMPANY. . . . . GAP 1. Figure 5-1. (Customer Gap). Provider Gap 1. 2001 - Dwayne D. Gremler. Understanding Expectations through Marketing Research. Gap 1:Not Knowing What Customers ExpectSome reasons for existence of Gap 1: .

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Understanding Customer Expectations Perceptions through Marketing Research Chapter 5

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    1. ă 2001 - Dwayne D. Gremler Understanding Customer Expectations & Perceptions through Marketing Research (Chapter 5) Gap 1 Stages in the Research Process Services Research Strategies Services Research Issues

    2. ă 2001 - Dwayne D. Gremler Provider Gap 1

    3. ă 2001 - Dwayne D. Gremler Understanding Expectations through Marketing Research Gap 1: Not Knowing What Customers Expect Some reasons for existence of Gap 1:

    4. ă 2001 - Dwayne D. Gremler Stages in the Research Process Stage 1 : Define Problem Stage 2 : Develop Measurement Strategy Stage 3 : Implement Research Program Stage 4 : Collect and Tabulate Data Stage 5 : Interpret and Analyze Findings Stage 6 : Report Findings

    5. ă 2001 - Dwayne D. Gremler Why do services research? To identify dissatisfied customers To discover customer requirements or expectations To monitor and track service performance To assess overall company performance compared to competition To assess gaps between customer expectations and perceptions To gauge effectiveness of changes in service To appraise performance of individuals/teams for rewards To determine expectations for a new service To monitor changing expectations in an industry To forecast future expectations

    6. ă 2001 - Dwayne D. Gremler Services Research Strategies Qualitative and Quantitative Research Common Services Research Techniques:

    7. ă 2001 - Dwayne D. Gremler Portfolio of Services Research

    8. ă 2001 - Dwayne D. Gremler Services Research Issues

    9. ă 2001 - Dwayne D. Gremler Service Quality Perceptions Relative to Zones of Tolerance (by Dimensions)

    10. ă 2001 - Dwayne D. Gremler Importance/Performance Matrix

    11. ă 2001 - Dwayne D. Gremler Using Marketing Research major purpose upward communication

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