Professional Documents
Culture Documents
SM
Chapter 4
CUSTOMER
PERCEPTIONS OF
SERVICE
Assurance
Customer
Empathy Satisfaction
Product
Quality
Tangibles
Personal
Price Factors
80%
60%
40%
20%
0%
Very Dissatisfied Neither Satisfied Very
dissatisfied satisfied nor satisfied
dissatisfied
Satisfaction measure
Source: James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger, The Service Profit Chain, (New York, NY: The Free Press, 1997), p. 83.
SM Service Quality
E-SERVICE QUALITY
Efficiency
Fulfillment
System Availability
Privacy
Responsiveness
Compensation
Contact
SM A Service Encounter
Cascade for a Hotel Visit
Check-In
Check-In
Bellboy
BellboyTakes
Takesto
toRoom
Room
Restaurant
RestaurantMeal
Meal
Request
Request Wake-Up
Wake-UpCall
Call
Checkout
Checkout
Sales
SalesCall
Call
Delivery
Deliveryand
and Installation
Installation
Servicing
Servicing
Ordering
OrderingSupplies
Supplies
Billing
Billing
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
SM Recover
y
DO DON’T
• Acknowledge • Ignore customer
problem • Blame customer
• Explain causes • Leave customer to
• Apologize fend for him/herself
• Compensate/upgrade • Downgrade
• Lay out options • Act as if nothing is
• Take responsibility wrong
SM Adaptability
DO DON’T
• Recognize the • Promise, then fail to
seriousness of the need follow through
• Acknowledge • Ignore
• Anticipate • Show unwillingness to
• Attempt to accommodate try
• Explain rules/policies • Embarrass the customer
• Take responsibility • Laugh at the customer
• Exert effort to • Avoid responsibility
accommodate
SM Spontaneity
DO DON’T
• Take time • Exhibit impatience
• Be attentive • Ignore
• Anticipate needs
• Yell/laugh/swear
• Listen
• Provide information
• Steal from or cheat a
(even if not asked) customer
• Treat customers fairly • Discriminate
• Show empathy • Treat impersonally
• Acknowledge by name
McGraw-Hill © 2000 The McGraw-Hill Companies
17
SM 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