57 S M Figure 4 1 Figure 4 1 Customer Perceptions of Customer Perceptions of

57 s m figure 4 1 figure 4 1 customer perceptions of

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57 S M Figure 4-1 Figure 4-1 Customer Perceptions of Customer Perceptions of Service Quality and Service Quality and Customer Satisfaction Customer Satisfaction Service Quality Reliability Responsiveness Assurance Empathy Tangibles Product Quality Price Personal Factors Customer Satisfaction Situational Factors
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58 S M Factors Influencing Factors Influencing Customer Satisfaction Customer Satisfaction Product/service quality Product/service attributes or features Consumer Emotions Attributions for product/service success or failure Equity or fairness evaluations
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59 S M Outcomes of Outcomes of Customer Satisfaction Customer Satisfaction Increased customer retention Positive word-of-mouth communications Increased revenues
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60 S M Figure 4-3 Figure 4-3 Relationship between Customer Relationship between Customer Satisfaction and Loyalty in Satisfaction and Loyalty in Competitive Industries Competitive Industries 0% 20% 40% 60% 80% 100% Very dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Very satisfied Satisfaction measure Loyalty (retention) 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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61 S M Service Quality Service Quality The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected. Process and outcome quality are both important.
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62 S M The Five Dimensions of The Five Dimensions of Service Quality Service Quality Ability to perform the promised service dependably and accurately. Knowledge and courtesy of employees and their ability to convey trust and confidence. Physical facilities, equipment, and appearance of personnel. Caring, individualized attention the firm provides its customers. Willingness to help customers and provide prompt service. T angibles R eliability R esponsiveness A ssurance E mpathy
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63 S M Exercise to Exercise to Identify Service Attributes Identify Service Attributes In groups of five, choose a services industry and spend 10 minutes brainstorming specific requirements of customers in each of the five service quality dimensions. Be certain the requirements reflect the customer’s point of view. Reliability: Assurance: Tangibles: Empathy: Responsiveness:
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64 S M SERVQUAL Attributes SERVQUAL Attributes Providing service as promised Dependability in handling customers’ service problems Performing services right the first time Providing services at the promised time Maintaining error-free records Keeping customers informed as to when services will be performed Prompt service to customers Willingness to help customers Readiness to respond to customers’ requests RELIABILITY RESPONSIVENESS Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Employees who have the knowledge to answe customer questions ASSURANCE Giving customers individual attention Employees who deal with customers in a caring fashion Having the customer’s best interest at heart
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