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Chapter 5
Managing
customer expectations
and
perceptions
Introduction
The main point:
Just as service can be seen from two perspectives, service
provided and service received, service quality can also be
defined from these two perspectives, as operational service
quality and customer perceived quality.
Definitions:
Assessment
Service
Expectations delivery Perceptions Satisfaction
What is customer satisfaction? (continued)
P=E 0 Satisfied
P<E
Dissatisfied
-5
What is customer satisfaction? (continued)
Perceptions-expectations gap:
The mismatch between Perceptions and expectations is caused by
either a mismatch between expectations and service (Gap 1) and /or a
mismatch between the service and customers perceptions (Gap 2).
Mismatch
Service
Expectations delivery Perceptions Satisfaction
Gap 1 Gap 2
What is customer satisfaction? (continued)
Perceptions-expectations gap (continued):
Perceptions
Our Perceptions are our own personal
impression (through the senses) and
interpretation of the service provided.
A service received is what we each,
individually, perceive it to be. For example: the
experience of a high class restaurant by a
customer who has had a privileged background
may well be quite different to someone from a
more humble background.
What influences expectations and perceptions?
Range of Expectations
Ideal
Intolerable
What influences expectations and perceptions?
Fuzzy Expectations:
Influencing Expectations
Managing Expectations
Managing expectations is primarily the role of marketers,
but operations have two important roles to play:
Natural factors: These factors have little effect on satisfaction (e.g., the
comfort or aesthetics of a banking hall may play no part in customer satisfaction or
dissatisfaction).
How can service quality be operationalized?