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TODAYS OUTLINE:
The Customer (Service Consumer) Defined Service Consumer Behavior Customer Expectations of Service Types of Customer Expectations:
Desired Service
Adequate Service Zone of Tolerance
Customer Perceptions:
Perception of Risks Associated with Service Perception of Service Performance and Service Quality
Customer Satisfaction
Next lecture pre-work.
Assess and discuss customer satisfaction and factors that influence customer satisfaction.
The customer
The Service Customer/Consumer
is . . .
Information Search
(of performance/quality)
Customer Perception
Alternatives Evaluation
Customer Satisfaction
Customer Expectations
(of the Service)
Customer Loyalty
Based on his/her situation, a customers expectation may be high or low for a specific service or for a specific service provider. Also, customers hold different types of performance expectations for different types of service marketers.
Musts
the highest level of service the customer desires and hopes to receive. the customers wished for level of service performance.
a blend of what the customer believes the service performance can be and should be.
satisfied if the service performance meets or surpasses this level of expectation.
the customers recognition that services are heterogeneous, i.e., that performance may vary across providers; across employees of the same provider; and even with the same service employee at different times. the extent to which customers recognize and are willing to accept this variation in service performance. customer will be satisfied if the service performance meets any level within the zone.
the lowest level of service the customer will be willing to receive with little or no complaint. the customers lowest level of tolerance. The most minimum of what the customer believes the service performance should be. performed at this level of expectation.
The customer will be barely satisfied if the service is Below this level, the customer will be dissatisfied or
reject the service and seek alternative service elsewhere.
Group Discussions:
In your small groups, read and discuss the following articles in the textbook: Global Feature: Global Outsourcing of Personal Services. What are customers expectations (Pages 54-55). Technology Spotlight: Customer Expectations of Airport Services Using Technology (Pages 60-61). assess how the company deals with its customerexpectations by answering the following questions: What does this service marketer do if its customers expectations are unrealistic? Should the company try to delight its customers? Why/how? How can this company exceed its customers service expectations? Do customers service expectations continually escalate? How can the company stay ahead of competition in meeting customer expectations? (20 minutes)
Physical personal injury; damage to possessions Psychological fears and negative emotions Social how others may think and react to outcome Sensory unwanted impact on any of the five
senses
Seek information from respected personal sources Compare alternative service offerings and search for independent reviews and ratings via the Internet
Visit service facilities, go for trials, and examine tangible cues or other physical evidence before purchase. Ask knowledgeable employees about competing services
Satisfaction is
A customer's judgmental attitude and state of mind about a service encounter or series of service interactions that he or she has just experienced.
Satisfaction judgments
are based on the comparison of service performance and customer expectation after the service encounter.
Discuss the case and generate 1 customerexpectation and 1 customer-satisfaction question from the case for the other groups.
http://www.theacsi.org/acsi-results/benchmarks-by-industry