customer perceptions 2

8/13/2019 Customer Perceptions 2

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Subjective assessments ofactual service experiences


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Customers perceptions are formed subsequent to

their experience of the services received from an

organization.

Furthermore, the level of previous customer

experience with certain services that was served by

other firms can impact on customers perception of

service quality.

Researchers believe that perception and expectation

are strong relative concepts (Parasuraman, Zeithaml,

and Berry, 1985; Mersha, 1992; Avkiran, 1994).

Customers perceptions results from how customers

recognize service quality; customers expectations

however can be shaped through the influence of other

people.
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Product/service quality

Specific product or service features

Consumer emotions

Attributions for service success or failure


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Perceptions of equity or fairness

Other consumers, family members, and

coworkers

Price Personal factors

the customers mood or emotional state

situational factors


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Increased customer retention

Positive word-of-mouth communications

Increased revenues


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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.


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The customersjudgment of overall excellence of

the service provided in relation to the quality

that was expected.

Service quality assessments are formed onjudgments of:

outcome quality

interaction quality

physical environment quality


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Reliability(dependability, accurate performance)

Assurance (competence, courtesy, credibility & security)

Tangibility(appearance of physical elements)

Empathy(easy access, good communications & customerunderstanding)

Responsiveness (promptness & helpfulness)


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Ability to perform the promised servicedependably and accurately.

Knowledge and courtesy of employees

and their ability to inspire trust andconfidence.

Physical facilities, equipment, andappearance of personnel.

Caring, individualized attention the firmprovides its customers.

Willingness to help customers andprovide prompt service.

Tangibles

Reliability

Responsiveness

Assurance

Empathy


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n Providing service as promised

n Dependability in handling customers

service problemsn Performing services right the first time

n Providing services at the promised time

n Maintaining error-free records

n Keeping customers informed as towhen services will be performed

n Prompt service to customers

n Willingness to help customers

n Readiness to respond to customersrequests

RELIABILITY

RESPONSIVENESS

n Employees who instill confidence incustomers

n Making customers feel safe in theirtransactions

n Employees who are consistently courteous

n Employees who have the knowledge toanswer customer questions

ASSURANCE

n Giving customers individualattention

n Employees who deal withcustomers in a caring fashion

n Having the customers best interestat heart

n Employees who understand theneeds of their customers

n Convenient business hours

EMPATHY

n Modern equipment

n Visually appealing facilities

n

Employees who have a neat,professional appearance

n Visually appealing materialsassociated with the service

TANGIBLES


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In your groups, choose a services industry and spend 10 minutesbrainstorming specific requirements of customers in each of the fiveservice quality dimensions. Be certain the requirements reflect thecustomers point of view.

Reliability:

Assurance:

Tangibles:

Empathy:

Responsiveness:


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is the momentof truth

occurs any time the customer interacts with thefirm

can potentially be critical in determining customer

satisfaction and loyalty types of encounters:

remote encounters, phone encounters, face-to-faceencounters

is an opportunity to:

build trust reinforce quality

build brand identity

increase loyalty


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Check-In

Request Wake-Up Call

Checkout

Bellboy Takes to Room

Restaurant Meal


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Sales Call

Ordering Supplies

Billing

Delivery and Installation

Servicing


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GOAL:

understanding actual events and behaviors that cause

customer dis/satisfaction in service encounters

METHOD: Critical Incident Technique

DATA:

stories from customers and employees

OUTPUT: identification of themes underlying satisfaction and

dissatisfaction with service encounters


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Think of a time when, as a customer, you had aparticularly satisfying (dissatisfying) interactionwith an employee of ______________.

When did the incident happen?

What specific circumstances led up to thissituation?

Exactly what was said and done?

What resulted that made you feel the interactionwas satisfying (dissatisfying)?


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Recovery: Adaptability:

Spontaneity:Coping:

employee responseto service delivery

system failure

employee responseto customer needs

and requests

employee responseto problem customers

unprompted andunsolicited employeeactions and attitudes


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Acknowledge problem

Explain causesApologize

Compensate/upgrade

Lay out options

Take responsibility

Ignore customer

Blame customerLeave customer tofend for him/herself

Downgrade

Act as if nothing iswrong

Pass the buck

DO DONT


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Recognize the

seriousness of the needAcknowledgeAnticipateAttempt to

accommodate

Adjust the systemExplain rules/policies

Take responsibility

Ignore

Promise, but fail tofollow throughShow unwillingness totry

Embarrass the

customerLaugh at the customerAvoid responsibilityPass the buck

DO DONT


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Take time

Be attentiveAnticipate needs

Listen

Provide informationShow empathy

Exhibit impatience

Ignore

Yell/laugh/swear

Steal from customers

Discriminate

DO DONT


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Listen

Try to accommodateExplain

Let go of the

customer

Take customers

dissatisfactionpersonally

Let customers

dissatisfaction affect

others

DO DONT


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People

ProcessPhysical

Evidence

Contact employees

Customer him/herself

Other customers

Operational flow ofactivities

Steps in process

Flexibility vs.

standardTechnology vs.human

Tangiblecommunication

Servicescape

Guarantees

Technology

Website

Source: From Managing the Evidence of Service by M. J. Bitner from The Service Quality Handbook, eds.

E. E. Scheuing and W. F. Christopher (1993), pp. 358-70.

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