Part 3 UNDERSTANDING CUSTOMER REQUIREMENTS
Provider Gap 1 CUSTOMER Expected Service Listening Gap COMPANY Company Perceptions of Consumer Expectations Part 3 Opener
Chapter 6 Listening to Customers through Research Using Marketing Research to Understand Customer Expectations Elements in an Effective Services Marketing Research Program Analyzing and Interpreting Marketing Research Findings Model Services Marketing Research Programs Using Marketing Research Information Upward Communication
Common Research Objectives for Services • To identify dissatisfied customers • To monitor and track service performance • To assess gaps between expectations and perceptions • To gauge effectiveness of changes in service • Etc.
Criteria for an Effective Services Research Program (p. 143-146) 1. Includes qualitative and quantitative research • Qualitative research: exploratory; clarify problem definition, prepare for more formal empirical research
Criteria for an Effective Services Research Program (p. 143-146) • Quantitative research: describe nature, attitudes, or behaviors of customers __________________
Criteria for an Effective Services Research Program 2. Balancing the Cost of the Research with the Value of the Information • Cost: monetary (marketing research companies, payments to respondents), time costs • Value: better decision making, retained customers, successful new service launches
Criteria for an Effective Services Research Program 3. Occurs with Appropriate Frequency “Appropriate frequency” or ongoing research is a function of type of service and to the purpose and method of each type of service research a company might do.