BM404_lecture3 -...

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Recap - The Gaps model  Berry 1990)
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Recap:  Stages in Consumer Decision  Making and Evaluation of Services
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Models of service quality
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The evolution of service quality n Disconfirmation of expectations n The Nordic model n The three component model n The Gaps model of service quality & SERVQUAL
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Disconfirmation of expectations  (Oliver 1980)
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Frequently Asked Questions About Customer Expectations n Should a company aim to ‘delight’ the customer? n How does a company exceed customer service expectations? n Do customer service expectations continually escalate? n Is it a better strategy to under-promise and over-deliver? n How does a service company stay ahead of competition in meeting customer expectations?
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The Nordic model  (Gronroos 1990) n Represents the service experience on the basis of functional and technical elements n Technical quality refers to what the customer receives from the service n Functional quality refers to service delivery n Model emphasises companies must be careful what they promise
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The three-component model  Oliver (1994) Source: Rust & Oliver, 1994. p. 11
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Customer expectations of service n Types of expectations customers hold for service performance n Sources of customer expectations
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Possible Levels of Customer Expectations
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Dual customer expectations levels and  the Zone of Tolerance Adequate Service Desired Service Zone of Tolerance
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Reliability Tangibles Level of Expectation Source : L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality,” Marketing Science Institute, Report No. 93-104 (May 1993). Adequate Service Desired Service Desired Service Adequate Service Zones of Tolerance for Different Service Dimensions Zone of Tolerance Zone of Tolerance
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Lasting Service Intensifiers Personal Needs Zone of Tolerance Desired Service Adequate Service Factors That Influence Desired Service
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Self-Perceived Service Role Situational Factors Perceived Service Alternatives Temporary Service Intensifiers Zone of Tolerance Desired Service Adequate Service Factors That Influence Adequate Service Predicted Service
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Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Past Experience Zone of Tolerance Desired Service Adequate Service Factors That Influence Desired  and Predicted Service
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Customer perceptions n Factors which influence consumers’ perceptions n Factors which influence satisfaction n Dimensions of service quality n Service encounters
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Customer Perceptions of Quality and  Customer Satisfaction  
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Factors Influencing  Customer Satisfaction n Product/service quality n Specific product or service features n Consumer emotions n Attributions for service success or failure
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Factors Influencing  Customer Satisfaction n Perceptions of equity or fairness n Other consumers, family members, and coworkers n Price n Personal factors q the customer’s mood or emotional state q situational factors
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BM404_lecture3 -...

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