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Customer Behavior in Service
Customer expectation of services
Timeliness and reliability Timely and accurate delivery with accurate follow up Total order entry and all communications with customers and total control of defects Fulfilling customers orders and follow up on any activity that has gone wrong
Christopher s four key steps in creating a customer service strategy 1. Identifying a service mission 2. Setting customer service objectives 3. Customer service strategy 4. Implementation
Customer perception of services
A model by Parasuraman and his colleagues identifies five gaps: 1. Consumer expectation - mgt perception gap 2. Mgt expectation - service quality expectation gap 3. Service quality specifications-service delivery gap 4. Service delivery external communications to consumer s gap 5. Expected service perceived service gap