|



 |
 
O Strength and Weaknesses in cust.
relationship
O SERVQUAL Survey ʹ It contains 21 service
attributes grouped into five service Quality
dimensions.The study asks cust. to provide
two different ratings on each attribute i.e.
their expectations and perception of
service quality.
 Geasuring service quality: SERVQUAL
Godel

Reliability

Responsiveness

Service
Assurance
Quality

Empathy

Tangibles
 ServQual dimensions

º



O Reliability
 



dependability
delivering on promises
accuracy
consistency
O Responsiveness
promptness
helpfulness
 


O Assurance
competence
courtesy
credibility a



security
O Empathy
easy access
good communication
customer understanding
personalised attention   


 
O Tangibles
physical evidence  
 

 ÿerceived Service Quality

î
 

   
  







Service Quality 


 Service Quality Assessment
Dimensions 



  




|
    



|
 

 !
  







 "   
# 
  


$
   

 
 % & 
 
# 
 ·ybrid Customer Behavior
Customers are increasingly price sensitive.
O Searching for bargains at marketplaces like
eBay or buying their groceries at discount
markets.
O On the other hand they enjoy branded and
luxury goods.
O One and the same person may plan a
weekend trip with a no-frills airline and a stay
at a five-star-hotel.
O The relationship is no longer based on
features like price and quality alone.
O It is more the perceived experience a
customer makes in his various interactions
with a company (e.g. how fast, easy, efficient
and reliable the process is) that can make or
break the relationship.
O ÿroblems during a single transaction can
damage a so far favourable customer attitude.
 ÿ
 

 
 



 
 
O Increasing market share can send out positive signals
by acting as an indicator of superior quality that is
recognized by more and more other customers. This
effect is particularly strong for premium priced
products. Customers normally assume that a product
must be of exceptional quality if it can gain such an
unexpected market success despite its high price.
O The value of a product or service can rise through
increasing number of users of the same product, e.g.
number of members of an online community, better
availability of software for popular computer systems
o 
 

 
 



 
 
O †or premium and luxury products, customers may
translate an increasing market share into a loss of
exclusivity and thus perceive it as less valuable.
O The quality of services may suffer if they are
consumed by increasing numbers of users.
O Diseconomies of scales and congestions can be
observed with busy airports and many other
services so that customers may look out for other
providers that promise more timely service and
convenience.
 Ganaging customer perception
O It is not always necessary to deliver the
absolutely perfect customer experience.
Instead it is important to solve the customers
need or problem in a matter that is perceived
appropriate.
O You earn more customer loyalty when you do
a good job; fixing a service problem, than if
there had been no problem at all.
O It is advisable to contact customers who
indicate low results for loyalty or perception of
the company in the surveys. Direct contact
allows to identify the roots of the problem
and ʹ if possible ʹ to solve the issue
 Service Encounters or Goments of
Truth
  

   
 
 
 


'  

  


 

 
(
   


à
 

  



  
 

 
 )
    


 Types of Encounters
O Remote encounters e.g. Bank
ATGs,Automated ticketing
machine,automated dial-in ordering,web-sites
O ÿhone encounters
O †ace to face encounters.