Professional Documents
Culture Documents
The evolution of
service quality
Disconfirmation of expectations
The Nordic model
The three component model
The Gaps model of service quality &
SERVQUAL
Disconfirmation of expectations (Oliver 1980)
Frequently Asked Questions
About Customer Expectations
Desired Service
Zone of
Tolerance
Adequate Service
Zones of Tolerance for Different
Service Dimensions
Desired
Desired Service
Service
Level Zone
of of
Expectation Tolerance Desired Service
Adequate
Adequate Service
Service
Zone
of
Tolerance
Adequate Service
Reliability Tangibles
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality,”
Marketing Science Institute, Report No. 93-104 (May 1993).
Factors That Influence Desired Service
Lasting
Lasting Service
Service
Intensifiers
Intensifiers
Desired Service
Personal
Personal Needs
Needs Zone
of
Tolerance
Adequate Service
Factors That Influence Adequate Service
Temporary
Temporary Service
Service
Intensifiers
Intensifiers
Desired Service
Perceived
Perceived Service
Service
Alternatives
Alternatives Zone
of
Tolerance
Self-Perceived
Self-Perceived
Service
Service Role
Role Predicted
Predicted
Adequate Service
Service
Service
Situational
Situational
Factors
Factors
Factors That Influence Desired
and Predicted Service
Explicit Service
Promises
Implicit Service
Promises
Predicted
Adequate Service Service
Customer perceptions
Consumer emotions
Increased revenues
Service Quality
judgments of:
outcome quality
interaction quality
Reliability:
Assurance:
Tangibles:
Empathy:
Responsiveness
:
RELIABILITY SERVQUAL Attributes
Providing service as promised
Dependability in handling customers’
service problems
Performing services right the first time EMPATHY
Giving customers individual attention
Providing services at the promised time
Employees who deal with customers in a
Maintaining error-free records caring fashion
Having the customer’s best interest at heart
RESPONSIVENESS Employees who understand the needs of
their customers
Keeping customers informed as to Convenient business hours
when services will be performed
Prompt service to customers TANGIBLES
Modern equipment
Willingness to help customers
Visually appealing facilities
Readiness to respond to customers’
requests Employees who have a neat,
professional appearance
ASSURANCE Visually appealing materials
associated with the service
Employees who instill confidence in
customers
Making customers feel safe in their
transactions
Employees who are consistently courteous
Employees who have the knowledge to
answer customer questions
The Service Encounter
isthe “moment of truth”
occurs any time the customer interacts with the firm
increase loyalty
A Service Encounter Cascade
for a Hotel Visit
Check-In
Check-In
Bellboy
Bellboy Takes
Takes to
to Room
Room
Restaurant
Restaurant Meal
Meal
Request
Request Wake-Up
Wake-Up Call
Call
Checkout
Checkout
A Service Encounter
Cascade for an Industrial Purchase
Sales
Sales Call
Call
Delivery
Delivery and
and Installation
Installation
Servicing
Servicing
Ordering
Ordering Supplies
Supplies
Billing
Billing
Critical Service Encounters Research
GOAL:
What resulted that made you feel the interaction was satisfying
(dissatisfying)?
Common Themes in Critical
Service Encounters Research
Recovery: Adaptability:
employee response employee response
to service delivery to customer needs
system failure and requests
Coping: Spontaneity:
employee response unprompted and
to problem customers unsolicited employee
actions and attitudes
Recovery
DO DON’T
Acknowledge problem Ignore customer
Explain causes Blame customer
DO DON’T
Recognize the Ignore
DO DON’T
Take time Exhibit impatience
Be attentive Ignore
Anticipate needs Yell/laugh/swear
Listen Steal from customers
Provide information Discriminate
Show empathy
Coping
DO DON’T
Listen Take customer’s
Try to accommodate dissatisfaction
Explain personally
Let customer’s
Let go of the customer
dissatisfaction affect
others
Evidence of Service from the
Customer’s Point of View
Contact employees
Customer him/herself
Operational flow of Other customers
activities People
Steps in process
Flexibility vs.
standard
Technology vs.
Physical Tangible
human Process communication
Evidence
Servicescape
Guarantees
Technology
Source: From “Managing the Evidence of Service” by M. J. Bitner from The Service Quality Handbook,
Website
eds. E. E. Scheuing and W. F. Christopher (1993), pp. 358-70.
UNDERSTANDING
CUSTOMER
REQUIREMENTS
Provider Gap 1
CUSTOMER
Expected
Service
Listening
COMPANY Gap
Company
Perceptions of
Consumer
Expectations
Part 3 Opener
Listening to customers through market
research
Using Marketing Research to Understand
Customer Expectations
Elements in an Effective Services Marketing
Research Program
Analyzing and Interpreting Marketing Research
Findings
Model Services Marketing Research Programs
Using Marketing Research Information
Upward Communication
Objectives for Chapter 6:
Listening to Customers through Research
Presentthe types of and guidelines for marketing
research in services.
customers
Balances the cost of the research and the value of the
information
Includes statistical validity when necessary
actual behavior
Stages in the Research Process
Stage 1 : Define Problem
Use as input for quantitative surveys; provide a forum Customer Focus Groups
for customers to suggest service-improvement ideas