Download - Customer Expectations of Service -3
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FOCUS ON CUSTOMER
CUSTOMER EXPECTATIONS OF SERVICE
Customer Expectations of Service
• Meaning and Types of Services Expectations
• Factors that Influence Customer Expectations of Service
• A Model of Customer Service Expectations
• Issues Involving Customer Service Expectations
Customer Expectations of Service
• Recognize that customers hold different types of expectations for service performance.
• Controllable and uncontrollable sources of customer expectations.
• Acknowledge that expectations are similar for many different types of customers.
• Delineate the most important current issues surrounding customer expectations.
Possible Levels of Customer Expectations
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Diff. types of Expectations
• Predictive – how an orgn. will perform
• Normative – should happen in an orgn.
• Excellence –
• Adequate – expectations for min. level of perf.
Dual Customer Expectation Levels
Dual Customer Expectation Levels
• Desired service: The level of service the customer hopes to receive. This is the highest level of service expected.
• Adequate service: The level of service customers will accept - the threshold level of acceptable service.
The Zone of Tolerance
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The Zone of Tolerance
• ZOT is the extent to which customers recognize - the variation in services across many providers, across employees of the same provider and within the same service employee – and are willing to accept the variation in service.
• ZOT is different for different customers and different for the same customer from time to time
Zones of Tolerance for Different Service Dimensions
Zones of Tolerance for First-Time and Recovery Service
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Analyzing and Interpreting Marketing Research Findings
• Tracking of Performance
• Gap scores
• Competition
• Zone of Tolerance charts
• Importance/ Performance Matrices
Service Quality Perceptions Relative to Zones of Tolerance (by Dimensions)
Service Quality Perceptions Relative to Zones of Tolerance (by Dimensions)
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Factors That Influence Desired Service
Factors That Influence Desired Service
• Personal needs : Physical or Psychological
• Enduring Service Intensifiers : Are individual, stable factors that lead the customer to a heightened sensitivity to service.
– Derived service expectations : customers expectations are driven by another person or another group of people.
• Personal service philosophy : the customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers.
Factors That Influence Adequate Service
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Factors That Influence Adequate Service
• Transitory Service Intensifiers : temporary, usually short-term, individual factors that make a customer more aware of the need for service.
• Perceived Service Alternatives : other providers from whom customers can obtain service.
• Self-Perceived Service Role : customer perceptions of the degree to which customers exert an influence on the level of service they receive.
• Situational Factors : beyond the control of the service provider.
• Predicted service : The Level of service customers believe they are likely to get.
Factors That Influence Desired and Predicted Service
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Issues involving Customer Service Expectations
• What does a service marketer do if customer expectations are “unrealistic”?
• Should a company try to delight the customer?
• How does a company exceed customer service expectations?
• Do customer service expectations continually escalate?
• How does a service company stay ahead of competition in meeting customer expectations?