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1243016672_Chap019(2) - Knowing What Customers Want Closing...

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19-1 Knowing What Customers Want: Closing the Knowledge GAP Comprehensive Studies Gauging Satisfaction with Individual Transactions Customer Panels and Interviews Interacting with Customers Customer Complaints Using Technology Feedback from Store Employees Using Customer Research The service gap is reduced ONLY when retailers use this information to improve service . Steve Cole/Getty Images
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19-2 Setting Service Standards: the Standards GAP High quality service commitment Define the role of service providers Set service goals Measure service performance Give information and training
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19-3 Commitment to Service Quality Service excellence occurs only when top management provides leadership and demonstrates commitment Top management’s commitment sets service quality standards, but store managers are the key to achieving those standards
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19-4 What Does Good Customer Service Mean? Retailers need to provide clear definition of this to employees Description of service must be specific so expectations are clear – Employee participation in setting service standards leads to better understanding and greater acceptance of the goals
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