Unit 2

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