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    4A Customer Perception of SQ & Satisfaction

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    romeotettehlartey

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    4A Customer Perception of SQ & Satisfaction

    Uploaded by

    romeotettehlartey
    3 views21 pages

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3 views21 pages

    4A Customer Perception of SQ & Satisfaction

    Uploaded by

    romeotettehlartey

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    PRESENTATION 3

    CUSTOMER PERCEPTION OF SERVICE QUALITY


    Chapter Objectives

    Who is a Customer
    What is “service quality” all about
    Service encounters (moments of truth)
    Explore the SERVQUAL instrument
    Discuss customer satisfaction
    WHO IS A CUSTOMER?
    The customer is . . .

    Anyone who receives the company’s services,


    including:
     external customers (outside the organization, e.g.,
    business customers, partners, end consumers)

     internal customers (inside the organization, e.g.,


    other departments, fellow employees)

    4-4
    WHAT IS SERVICE QUALITY?
    Service Quality

     The customer’s judgment of overall excellence


    of the service provided in relation to the quality
    that was expected.
     Service quality assessments are formed on
    judgments of:
     outcome quality
     interaction quality
     physical environment quality

    4-6
    DIMENSIONS OF SERVICE QUALITY
    THE SERVQUAL INSTRUMENT/ SCALE
    SERVQUAL
    5 Dimensions Original 10 Dimensions
     Reliability  Reliability

     Assurance  Communication/ competence/ credibility/


    courtesy/ security

     Tangibles  Tangibles

     Empathy  Knowing/ understanding the customer/


    access

     Responsiveness  Responsiveness
    The Five Dimensions of Service Quality
    Reliability Ability to perform the promised service dependably
    and accurately.

    Assurance Knowledge and courtesy of employees and their


    ability to inspire trust and confidence.

    Tangibles Physical facilities, equipment, and appearance of


    personnel.

    Empathy Caring, individualized attention the firm provides its


    customers.

    Willingness to help customers and provide prompt


    Responsiveness service.

    4-10
    Service Quality Attributes
    RELIABILITY EMPATHY
     Providing service as promised  Giving customers individual attention
     Dependability in handling customers’  Employees who deal with customers in a
    service problems caring fashion
     Performing services right the first time  Having the customer’s best interest at heart
     Providing services at the promised time  Employees who understand the needs of
     Maintaining error-free records their customers
     Convenient business hours
    RESPONSIVENESS
     Keeping customers informed as to when TANGIBLES
    services will be performed  Modern equipment
     Prompt service to customers  Visually appealing facilities
     Willingness to help customers  Employees who have a neat,
     Readiness to respond to customers’ professional appearance
    requests  Visually appealing materials
    associated with the service
    ASSURANCE
     Employees who instill confidence in customers
     Making customers feel safe in their transactions
     Employees who are consistently courteous
     Employees who have the knowledge to answer
    customer questions
    How Customers Judge the Five Dimensions of
    Service Quality
    Class Discussion
    Choose a services industry and spend
    some time brainstorming specific
    requirements of customers in each of
    the original ten service quality
    dimensions, as proposed by Zeithaml
    et al. (1985). Be certain the
    requirements reflect the customer’s
    point of view.
    The Service Encounter
     is the “moment of truth”
     occurs any time the customer interacts with the firm
     can potentially be critical in determining customer satisfaction
    and loyalty
     types of encounters:
     remote encounters, phone encounters, face-to-face encounters
     is an opportunity to:
     build trust
     reinforce quality
     build brand identity
     increase loyalty
    A Service Encounter Cascade for a
    Hotel Visit
    Customer Perceptions of Quality and Customer
    Satisfaction

    4-16
    CUSTOMER SATISFACTION
    WHAT IS CUSTOMER SATISFACTION
    What is Satisfaction

     A consumer’s fulfilment response

     A judgment that a product or service feature or


    the product or service itself provides a
    pleasurable level of consumption related
    fulfilment.
    Factors Influencing Customer Satisfaction
     Product quality
     Service quality
     Price
     Specific product or service features
     Consumer emotions
     Attributions for service success or failure
     Perceptions of equity or fairness
     Other consumers, family members, and coworkers
     Personal factors
     Situational factors
    4-20
    Outcomes of Customer Satisfaction

     Increased customer loyalty


     Positive word-of-mouth communications
     Increased revenues
     Increased return to shareholders

    4-21

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