Part 2

LISTENING TO
CUSTOMER
REQUIREMENTS

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 Provider GAP 1

CUSTOMER
Expected
Service

GAP 1

Company
COMPANY Perceptions of
Consumer
Expectations

Part 2 Opener

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Chapter

5 Understanding Customer
Expectations and Perceptions
Through Marketing Research
• Using Marketing Research to Understand
Customer Expectations
• Elements in an Effective Services Marketing
Research Program
• Analyzing and Interpreting Marketing
Research Findings
• Using Marketing Research Information
• Upward Communication
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 Objectives for Chapter 5:
Understanding Customer Expectations
and Perceptions through Marketing Research
• Present the types of and guidelines for marketing
research in services.
• Show the ways that marketing research
information can and should be used for services.
• Describe the strategies by which companies can
facilitate interaction and communication between
management and customers.
• Present ways that companies can and do facilitate
interaction between contact people and
management.
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 Common Research Objectives
for Services
• To identify dissatisfied customers
• To discover customer requirements or expectations
• To monitor and track service performance
• To assess overall company performance compared to competition
• To assess gaps between customer expectations and perceptions
• To gauge effectiveness of changes in service
• To appraise service performance of individuals and teams for
rewards
• To determine expectations for a new service
• To monitor changing expectations in an industry
• To forecast future expectations
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 Figure 5.1
Criteria for an Effective
Service Research Program

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 Portfolio of Services Research
Research Objective Type of Research
Identify dissatisfied customers to attempt recovery;
identify most common categories of service failure
Customer Complaint
for remedial action Solicitation
Assess company’s service performance compared to
competitors; identify service-improvement priorities; track
service improvement over time
“Relationship” Surveys
Obtain customer feedback while service experience is still
fresh; act on feedback quickly if negative patterns develop Post-Transaction Surveys
Use as input for quantitative surveys; provide a
forum for customers to suggest service-improvement
ideas
Customer Focus Groups
Measure individual employee service behaviors for use in
coaching, training, performance evaluation, recognition and
rewards; identify systemic strengths and weaknesses in “Mystery Shopping” of
service Service Providers
Measure internal service quality; identify employee-
perceived obstacles to improve service; track
employee morale and attitudes
Employee Surveys
Determine the reasons why customers defect

To forecast future expectations of customers Lost Customer Research

To develop and test new service ideas
Future Expectations Research
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 Stages in the Research Process

• Stage 1 : Define Problem

• Stage 2 : Develop Measurement Strategy
• Stage 3 : Implement Research Program
• Stage 4 : Collect and Tabulate Data
• Stage 5 : Interpret and Analyze Findings
• Stage 6 : Report Findings

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 Figure 5.3
Tracking of Customer Expectations and
Perceptions of Service Reliability

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 Figure 5.4
Service Quality Perceptions
Relative to Zones of Tolerance
(by Dimensions)
9
8
7 O
O O
O O
6
5
4
3
2
1
0 Reliability Responsiveness Assurance Empathy Tangibles

Retail Chain = Zone of Tolerance O = S.Q. Perception

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 Service Quality Perceptions
Relative to Zones of Tolerance
(by Dimensions)
10

8
O O O O
O
6

0
Reliability Responsiveness Assurance Empathy Tangibles

Computer = Zone of Tolerance O = S.Q. Perception

Manufacturer
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 Figure 5.5
Importance/Performance Matrix
HIGH
High  
Leverage
Attributes to Improve Attributes to Maintain
Importance


  


Low

 Leverage

Attributes to Maintain Attributes to De-emphasize

LOW Performance HIGH

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