Listening to Customers through Research - 6-2 Understanding what customer expects is the basic to deliver service quality MR is the key vehicle in

Listening to Customers through Research - 6-2 Understanding...

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6-2 Understanding what customer expects is the basic to deliver service quality. MR is the key vehicle in understanding customer perception and expectation. The most important step in conducting research is to define the problem and establish research objectives.
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6-3 To discover customer expectations for service. To monitor and track service performance. To assess overall company performance compared with that of competition. To assess gaps between expectations & perceptions. To identify dissatisfied customers so that service recovery can be attempted. To gauge effectiveness of changes in service delivery. To appraise the service performance of individuals and teams for evaluation, recognition, and rewards. To determine customer expectations for a new service. To monitor changing customer expectations. To forecast future expectations of customers.
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6-4 Includes both qualitative and quantitative research Includes both expectations and perceptions of customers
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