Customer Perceptions of Service. Chapter 4 09/07/2012. Chapter 4. Customer Perceptions of Service. Customer Perceptions Customer Satisfaction Service Quality Service Encounters: The Building Blocks for Customer Perceptions. 4- 2. Objectives for Chapter 4: Consumer Perceptions of Service.
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Anyone who receives the company’s services, including:
service quality is a component of customer satisfaction.
Contentment, pleasure, delight, ambivalence
eg. Resort hotel-pool, restaurants, room comfort
If you are happy, your mood will influence how you feel about the services you experience.
e.g. A customer of a weight-loss organization will search for the causes of the success/ failure before determining her satisfaction with the service.
Am I treated fairly compared with other customers?
A relationship between market value added and satisfaction.
Definitely Would Recommend XYZ
Definitely Will Repurchase fromXYZ
(% of customers)
TOP BOXVery Satisfied
BOTTOM 3 BOXES
Neutral to Very Dissatisfied
Source: Technical Assistance Research Bureau (TARP), 2007.
Outcome quality- how the court case was resolved
Interaction quality- the lawyer's timeliness in returning phone calls, his empathy for the client
Physical environment quality- the décor and surroundings
Outcome quality - food
Interaction quality - how the food is served
Physical environment quality - the décor and surroundings
Knowledge and courtesy of employees and their ability to inspire trust and confidence.
Physical facilities, equipment, and appearance of personnel.
Caring, individualized attention the firm provides its customers.
Willingness to help customers and provide prompt service.The Five Dimensions of Service Quality
Absolutely, positively has to get there.
In groups of two, choose a services industry and spend 10 minutes brainstorming specific requirements of customers in each of the five service quality dimensions. Be certain the requirements reflect the customer’s point of view.
Delivery and Installation
to service delivery
to customer needs
actions and attitudes
to problem customers
Employee is required to respond in some way to consumer complaints and disappointments.
Customers judge service encounters quality in terms of the flexibility of the employees and the system.
Customer perceives that something special is being done for her individual needs.
The behavior required of employee to handles problem customers encounters.
Visit a traditional bookstore.
How would you compare the two experience?
Compare and contrast the factors that most influenced you satisfaction and perceptions of service quality in the two different situations.
When would you choose to use one versus another?