consumer perceptions of service

8/11/2019 Consumer Perceptions of Service

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SM

Chapter 5

CUSTOMER

PERCEPTIONS OF

SERVICE


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Objectives for Chapter 5:

Customer Perceptions of Service

Provide you with definitions and understanding

of customer satisfaction and service quality

Show that service encounters or the moments

of truth are the building blocks of customer

perceptions

Highlight strategies for managing customer

perceptions of service


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Customer perception

Customers perception is relative to

expectation.

Evaluation of service quality are in constant

flux.


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Service Quality

The customers judgment of overall

excellence of the service provided inrelation to the quality that was expected.

Process and outcome quality are both

important.


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SERVQUAL Attributes

RELIABILITY

RESPONSIVENESS

ASSURANCE

EMPATHY

TANGIBLES


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Reliability

Ability to perform promised service

Promise of core service attribute


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Responsiveness

Willingness to help and prompt service


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Assurance

Firms ability to inspire Trust and confidence


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Empathy

Caring and individualized attention to

customers


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Tangibles

Physical facility, equipment written

materials

Important dimension for hospitality service


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Outcomes of

Customer Satisfaction

Increased customer retention

Positive word-of-mouth communications

Increased revenues


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Figure 4-3

Relationship between Customer

Satisfaction and Loyalty in Competitive

Industries

0%

20%

40%

60%

80%

100%

Very

dissatisfied

Dissatisfied Neither

satisfied nor

dissatisfied

Satisfied Very

satisfied

Satisfaction measure

Loyalty

(rete

ntion)

Source: James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger, The Service Profit Chain, (New York, NY: The Free Press, 1997), p. 83.


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The Five Dimensions of

Service Quality

Ability to perform the promised

service dependably and accurately.

Knowledge and courtesy ofemployees and their ability toconvey trust and confidence.

Physical facilities, equipment, andappearance of personnel.

Caring, individualized attention thefirm provides its customers.

Willingness to help customers andprovide prompt service.

Tangibles

Reliability

Responsiveness

Assurance

Empathy


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Exercise to

Identify Service AttributesIn groups of five, 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 customers point of view.

Reliability:

Assurance:

Tangibles:

Empathy:

Responsiveness:


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Perceived Value

Overall assessment of Utility

What they receive and what is given


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Factors influence Customer Perception

Service Encounter

Evidence of Service

Image

Price


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The Service Encounter

occurs any time the customer interacts with the

firm

Vivid impression is developed from experiences

with service Encounters

*vivid- having the clarity and freshness of

immediate experience.


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Check-In

Request Wake-Up Call

Checkout

Bellboy Takes to Room

Restaurant Meal

Figure 4-4

A Service Encounter

Cascade for a Hotel Visit


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Common Themes in Critical

Service Encounters Research

Recovery: Adaptability:

Spontaneity:Coping:

Employee Responseto Service Delivery

System Failure

Employee Responseto Customer Needs

and Requests

Employee Responseto Problem Customers

Unprompted andUnsolicited EmployeeActions and Attitudes


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Negative Experience with Any One of the Encounters may

lead to Negative Overall Evaluation of the Service

First Impression lead to successive positive feeling

*unprompted- proceeding from natural feeling .

* unsolicited- not asked for or unasked.


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All the Encounters are equally Important

Composite of Positive Experiences develops Positive Image


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Certain Encounters are Key to Customer Satisfaction


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Types of Encounter:

Remote Encounter

Phone Encounter

Face to face Encounter


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Evidence of Service

Types of Encounter:

People

Process

Physical Evidence

consumer perceptions of service

Documents