CHAPTER NO 9

CUSTOMER COMPLAINS AND

SERVICE RECOVERY
 Using market research services
 Approaches to service research
 Stages of marketing research
 Uses of marketing research information
 Upward communication
 Human body has 2 ears/ 1 month
 For PERSUADING/SELLING you must use
the above

 Listening twice as you talk you will be

successful

 Success of the company depends on

business plan and strategies to changing
market and needs.
INPUTS
a) Existing demand

b) Latent Demand

c) Demographic data for target market,

customer prescription )

Competition achievers.ception
New Services: FEDEX partnership
with US port offices to
deliver letter on urgent basis

Port allow them to keep

DROP BOXES in port offices
 APPROACH TO MARKET
RESEARCH
 POST TRANSACTIONAL SURVEYS
 Customer complains/ comments/inquiry
surveys
 Total market surveys
 Existing customer/ Lost customer/ Potential
customer
 Understand satisfaction/ Dissatisfaction
 Employee surveys example: Front line staff
 STAGES IN MARKET
RESEARCH
 Service providers get lots of
information from Books/ Journals/
Interviews
 The information may not be
relevant
 Market research obtain direct
information from the market
DEFINING PROBLEM / RESEARCH
OBJECTIVE

Problem to be identified

Research objective to be set

 DEFINING THE PROBLEM

DEVELOPING THE SCALES

OF MEASUREMENT

DEVELOPING & IMPLEMENTING

THE REASEARCH PROGRAM

CODING AND TABULATING

THE COLLECTED DATA

ANALYSING

REPORT FOR ACTION

Selecting appropriate scale
for measuring services

use of marketing
research information
UPWARD
COMMUNICATION

Employer Employee

Employer Customer
Employee Customer
 RESERCH ON
MANAGEMENT INTERNAL
LISTNING CUSTOMER
ARROACH

RESERCH ON
EXTERNAL
RESERCH ON UPWARD CUSTOMER
INTERMIDIATE COMMUNICATION
EXTERNAL
CUSTOMER

EMPLOYEE
EXCLUSIVE VISIT SUGGESTION
CUSTOMER