market research in services

7/28/2019 Market Research in Services

1/10

Understanding customers

expectations and perception

through Market research


2/10

Objectives which are translated to action questions

To identify dissatisfied customers? So that service recovery can be attempted.

To discover customer requirements and expectations for service.

To monitor and track the service performance.

To assess with reference to the competitor.

To assess customers gap and performance

To Modify the changes as per the customers requirement

To Appraise the service performance of individuals and teams for evaluation and rewards

To Monitor the changing customers expectations in an industry

To forecast future expectations of customers


3/10

Complaint Solicitation

In this research, firm collects & documents the complaints of customer, correct

individual problems wherever possible and identify the common service failure points

Critical incidents studies

They are VERBATIM stories about satisfying or dissatisfying service encounters

Relationship surveys

The surveys pose questions about all elements in the customers relationship with the

Service includingproduct, serviceandprice

Trailer Calls or post transaction surveys

The customer is asked the short list of questions immediately after the transaction and

about their satisfaction and the feedback about the contact personnel and his team.

Types of research in Services Marketing


4/10


Top Common Complaints

Too short

Too hard

Lotion/lubricant not used frequently

Towels stinks

Masseur not polite


Flight delayed

Flight timing not proper

Food not tastyStaff is too formal

Seats are clumsy

Reading material inadequate

Wash room waiting / hygiene

Too rolling or Pitching (Air Poc)


5/10




Stock out

Long checkout line/time

No schemesParking inadequate

Staff too busy to assist

No home delivery

Too crowded

Trolleys not cleaned

Shelf label different

Long line

Stationery not available

Note are soiledHidden charges

Working hours not suitable

Competitors have more interest rate

Late delivery

Goods not received in good condition

No Tracing of parcel available

Odd hours delivery

Pickup unreliable


6/10


No network in certain areas

Hidden charges

Bill discrepanciesLong lines for payments

Unwanted calls

Noise in reception

Lesser outlets for refills

Itinerary too hectic

Food not tasty

Incorrect timingsToo less time for important places

Hotels not up to the mark

Tour operator was rude

Tour Vehicles not in good condition




7/10

Process checkout evaluations

The research is done where the service provided for longer duration and in stages

e.g. In Management consultancy the services includes * collecting information

*diagnose the problem*recommending alternatives*select alternatives*implement solution

Market oriented Ethnography(Branch of anthropology related to particular cultural behavior)

The methodology of this research is to understand, how the customer ofother culture assess

and use the services. It is process to observe consumer behavior in natural setting.

Mystery Shopping

Company hires outside research organization to send to the establishment to assessthe

service standards of the employees. It helps workers on the toes as the y may be

evaluated at any time during the business hours. Technique is used for other various behaviors.

Service expectation meetings and reviews

Generally in business to business situations when large accounts are involved.

This survey is done in product and services. Clients are asked the questions.



8/10

Customer Panels

A panel of customers assemble to provide perceptions/ complaints/ suggestions aboutthe service. eg US Air, panelists are frequent traveler of both USAir and of other airlines

Lost Customer research

Some what similar to Exit interviews. Expose the reason of defection and the

reason for dissatisfaction of a customer.

Future expectation research

Since the customers expectation are dynamic, what customer wants in future become

very relevant to be in the competitive market.



9/10

Relative importance of service dimensions

Responsiveness

22%

Reliability

32%Tangibles

11%

Emphaty

16%

Assurance

19%

Responsiveness

Reliability

Tangibles

Emphaty

Assurance


10/10

Relative importance of service dimensions

0

1

2

3

4

5

6

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8

1 2 3 4 5

Average

ExpectationPerception

Scores

Time Period

Pv

ersusE

market research in services

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