Professional Documents
Culture Documents
Desired Service
Zone of
Tolerance
Adequate Service
Zones of Tolerance for Different
Service Dimensions
Desired Service
Level Zone
of of
Expectation Desired Service
Tolerance
Adequate Service
Zone
of
Tolerance
Adequate Service
Reliability Tangibles
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality,”
Marketing Science Institute, Report No. 93-104 (May 1993).
Factors That Influence Desired
Service
Lasting Service
Intensifiers
Desired Service
Personal Needs
Zone
of
Tolerance
Adequate Service
Factors That Influence Adequate
Service
Temporary
Temporary Service
Service
Intensifiers
Intensifiers
Desired Service
Perceived
Perceived Service
Service
Alternatives
Alternatives Zone
of
Tolerance
Self-Perceived
Self-Perceived
Service
Service Role
Role Predicted
Predicted
Adequate Service
Service
Service
Situational
Situational
Factors
Factors
Factors That Influence Desired
and Predicted Service
Explicit Service
Promises
Implicit Service
Promises
Predicted
Adequate Service Service
Customer perceptions
Consumer emotions
Increased revenues
ASCI and Annual Percentage
Growth
in S&P 500 Earnings
Source: C. Fornell “Customer Satisfaction and Corporate Earnings,“ commentary appearing on ACSI website, May 1, 2001,
http://www.bus.umich.edu/research/nqre/Q1-01c.html.
Relationship between Customer
Satisfaction and Loyalty in
Competitive Industries
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.
Service Quality
judgments of:
outcome quality
interaction quality
Reliability:
Assurance:
Tangibles:
Empathy:
Responsiveness
:
SERVQUAL
RELIABILITY
Attributes
■ Providing service as promised
■ Dependability in handling customers’
service problems
■ Performing services right the first time EMPATHY
■ Giving customers individual attention
■ Providing services at the promised time
■ Employees who deal with customers in a
■ Maintaining error-free records caring fashion
■ Having the customer’s best interest at heart
RESPONSIVENESS ■ Employees who understand the needs of
their customers
■ Keeping customers informed as to ■ Convenient business hours
when services will be performed
■ Prompt service to customers TANGIBLES
■ Modern equipment
■ Willingness to help customers
■ Visually appealing facilities
■ Readiness to respond to customers’
requests ■ Employees who have a neat,
professional appearance
ASSURANCE ■ Visually appealing materials
associated with the service
■ 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
The Service Encounter
isthe “moment of truth”
occurs any time the customer interacts with the firm
increase loyalty
A Service Encounter Cascade
for a Hotel Visit
Check-In
Check-In
Bellboy
Bellboy Takes
Takes to
to Room
Room
Restaurant
Restaurant Meal
Meal
Request
Request Wake-Up
Wake-Up Call
Call
Checkout
Checkout
A Service Encounter
Cascade for an Industrial
Purchase
Sales
Sales Call
Call
Delivery
Delivery and
and Installation
Installation
Servicing
Servicing
Ordering
Ordering Supplies
Supplies
Billing
Billing
Critical Service Encounters
Research
GOAL:
What resulted that made you feel the interaction was satisfying
(dissatisfying)?
Common Themes in Critical
Service Encounters Research
Recovery: Adaptability:
employee response employee response
to service delivery to customer needs
system failure and requests
Coping: Spontaneity:
employee response unprompted and
to problem customers unsolicited employee
actions and attitudes
Recovery
DO DON’T
Acknowledge problem Ignore customer
Explain causes Blame customer
DO DON’T
Recognize the Ignore
DO DON’T
Take time Exhibit impatience
Be attentive Ignore
Anticipate needs Yell/laugh/swear
Listen Steal from customers
Provide information Discriminate
Show empathy
Coping
DO DON’T
Listen Take customer’s
Try to accommodate dissatisfaction
Explain personally
Let customer’s
Let go of the customer
dissatisfaction affect
others
Evidence of Service from the
Customer’s Point of View
Contact employees
Customer
Operational flow of him/herself
activities People Other customers
Steps in process
Flexibility vs.
standard
Technology vs.
Physical Tangible
human Process communication
Evidence
Servicescape
Guarantees
Technology
Source: From “Managing the Evidence of Service” by M. J. Bitner from The Service Quality Handbook,
Website
eds. E. E. Scheuing and W. F. Christopher (1993), pp. 358-70.
Customer perceptions
of service
Customer Perceptions of Service
Influences on customer perceptions of service and the
relationships among customer satisfaction, service
quality, and individual service encounters.
Importance of customer satisfaction—what it is, the
factors that influence it, and the significant outcomes
resulting from it.
Service
quality and its five key dimensions: reliability,
responsiveness, empathy, assurance, and tangibles.
Service encounters or “moments of truth” are the
essential building blocks from which customers form
their perceptions.
Customer Perceptions of Quality
and Customer Satisfaction
Factors Influencing
Customer Satisfaction
Product/service quality
Specific product or service features
Consumer emotions
Price
Personal factors
the customer’s mood or emotional state
situational factors
Outcomes of
Customer Satisfaction
Increased customer retention
Positive word-of-mouth communications
Increased revenues
ASCI and Annual Percentage
Growth
in S&P 500 Earnings
Source: C. Fornell “Customer Satisfaction and Corporate Earnings,“ commentary appearing on ACSI website, May 1, 2001,
http://www.bus.umich.edu/research/nqre/Q1-01c.html.
Relationship between Customer
Satisfaction and Loyalty in
Competitive Industries
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.
Service Quality
judgments of:
outcome quality
interaction quality
Reliability:
Assurance:
Tangibles:
Empathy:
Responsiveness
:
SERVQUAL 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 TANGIBLES
when services will be performed ■ Modern equipment
■ Prompt service to customers ■ Visually appealing facilities
■ Willingness to help customers ■ Employees who have a neat,
professional appearance
■ Readiness to respond to customers’
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
The Service Encounter
isthe “moment of truth”
occurs any time the customer interacts with the firm
increase loyalty
A Service Encounter Cascade
for a Hotel Visit
Check-In
Check-In
Bellboy
Bellboy Takes
Takes to
to Room
Room
Restaurant
Restaurant Meal
Meal
Request
Request Wake-Up
Wake-Up Call
Call
Checkout
Checkout
A Service Encounter
Cascade for an Industrial
Purchase
Sales
Sales Call
Call
Delivery
Delivery and
and Installation
Installation
Servicing
Servicing
Ordering
Ordering Supplies
Supplies
Billing
Billing
Critical Service Encounters
Research
GOAL:
Recovery: Adaptability:
employee response employee response
to service delivery to customer needs
system failure and requests
Coping: Spontaneity:
employee response unprompted and
to problem customers unsolicited employee
actions and attitudes
Recovery
DO DON’T
Acknowledge problem Ignore customer
Explain causes Blame customer
DO DON’T
Recognize the Ignore
DO DON’T
Take time Exhibit impatience
Be attentive Ignore
Anticipate needs Yell/laugh/swear
Listen Steal from customers
Provide information Discriminate
Show empathy
Coping
DO DON’T
Listen Take customer’s
Try to accommodate dissatisfaction
Explain personally
Let customer’s
Let go of the customer
dissatisfaction affect
others
Evidence of Service from the
Customer’s Point of View
Contact employees
Customer
Operational flow of him/herself
activities People Other customers
Steps in process
Flexibility vs.
standard
Technology vs.
Physical Tangible
human Process communication
Evidence
Servicescape
Guarantees
Technology
Source: From “Managing the Evidence of Service” by M. J. Bitner from The Service Quality Handbook,
Website
eds. E. E. Scheuing and W. F. Christopher (1993), pp. 358-70.
Part 3
UNDERSTANDING
CUSTOMER
REQUIREMENTS
Provider Gap 1
CUSTOMER
Expected
Service
Listening
COMPANY Gap
Company
Perceptions of
Consumer
Expectations
Part 3 Opener
Listening to customers through
market research
Using Marketing Research to Understand
Customer Expectations
Elements in an Effective Services Marketing
Research Program
Analyzing and Interpreting Marketing Research
Findings
Model Services Marketing Research Programs
Using Marketing Research Information
Upward Communication
Objectives for Chapter 6:
Listening to Customers through
Research
Present the types of and guidelines for marketing
research in services.
information
Includes statistical validity when necessary
actual behavior
Stages in the Research
Process
Stage 1 : Define Problem
Use as input for quantitative surveys; provide a forum Customer Focus Groups
for customers to suggest service-improvement ideas
Source: E. Sivadas, “Europeans Have a Different Take on CS [Customer Satisfaction] Programs,” Marketing News, October 26, 1998, p. 39.
Figure 6.4
Service Quality Perceptions
Relative to Zones of Tolerance
9
8
7 O
O O
O O
6
5
4
3
2
1
0 Reliability Responsiveness Assurance Empathy Tangibles
8
O O O O
O
6
0
Reliability Responsiveness Assurance Empathy Tangibles
Importance/Performance
Matrix
HIGH
High
Leverage
Low
Low
Leverage
Leverage