2008-2._Service_satisfaction_.NO-example

2008-2._Service_satisfaction_.NO-example - Service Quality...

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1 Service Quality and Customer Satisfaction
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2 Service Quality Satisfaction is Job #1 !
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3 Why Do Customers Switch? 8.3 30 20.5 40 8.3 0 10 20 30 40 50 Poor Service Inferior Product Too Expensive Other Reasons Don't Know % Responding Source: Forum Corporation (1998). Customer Focus Research: Executive Briefing, Forum Corporation, Boston, MA Miscellaneous
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4
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5 Average  Consumer  Satisfaction Index for Leading  Brand (Kodak)  = 77 But, what about the 16 % who are  dissatisfied and the other 27% who are only  “merely satisfied”?
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6 Customer Dis satisfaction  and Customer Fit Customer Satisfaction Measure Satisfied Dissatisfied Very Satisfied Merely Satisfied Complain Don’t Complain Loyal Switchable Vulnerable Leaving
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7
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8
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9 Example Enterprise-Rent-A-Car Customers are 3 times as likely to return if they are completely satisfied
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10 What are the Dimensions of  Customer Service? R.A.T.E.R. R eliability Providing what was promised, dependably and accurately. A ssurance courtesy competence credibility security
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11 Dimensions of   Customer Service   (Cont d) T angibles Physical facilities and equipment Appearance of personnel. E mpathy Degree of caring and individual attention provided to customers. Accessibility Communication Understanding/knowing the customer R esponsiveness Willingness to help customers and provide prompt service
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12 Why Do Customers Switch? 7 16 25 13.7 22.7 5.6 10.5 28.5 30 20 0 5 10 15 20 25 30 Reliability Assurance Tangible Factors Empathy Responsiveness Customers Employees Relative Importance Source: Forum Corporation (1998). Customer Focus Research: Executive Briefing, Forum Corporation, Boston, MA
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13 THE “GAP” MODEL OF SERVICE QUALITY CONSUMER MARKETER CONSUMER Word-of-Mouth  Communications Personal Needs Past Experience Expected Service Management Perceptions of  Consumer Expectations Translation of Perceptions  into Service Quality  Specifications Service Delivery (including  pre- and post-contacts) Perceived Service External  Communications  to Consumers GAP1 GAP2 GAP3 GAP4 GAP5
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14 Gap 1   between  Customer Expectations and  Mgt s. Perceptions of Expectations   Marketing research Not enough, invalid, or inadequate use Lack of interaction between management and customers Too many layers between contact personnel and top management
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15 Gap 2   between  Mgt s. Perceptions of Customer  Expectations and Service Quality Specs Perception of infeasibility: that customers expectations can not be met
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2008-2._Service_satisfaction_.NO-example - Service Quality...

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