57SMFigure 4-1Figure 4-1Customer Perceptions of Customer Perceptions of Service Quality and Service Quality and Customer SatisfactionCustomer SatisfactionServiceQualityReliabilityResponsivenessAssuranceEmpathyTangiblesProductQualityPricePersonalFactorsCustomerSatisfactionSituationalFactors
58SMFactors Influencing Factors Influencing Customer SatisfactionCustomer Satisfaction•Product/service quality•Product/service attributes or features•Consumer Emotions•Attributions for product/service success or failure•Equity or fairness evaluations
59SMOutcomes of Outcomes of Customer SatisfactionCustomer Satisfaction•Increased customer retention•Positive word-of-mouth communications•Increased revenues
60SMFigure 4-3 Figure 4-3 Relationship between Customer Relationship between Customer Satisfaction and Loyalty in Satisfaction and Loyalty in Competitive IndustriesCompetitive Industries0%20%40%60%80%100%VerydissatisfiedDissatisfiedNeithersatisfied nordissatisfiedSatisfiedVerysatisfiedSatisfaction measureLoyalty (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.
61SMService QualityService 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.
62SMThe Five Dimensions of The Five Dimensions of Service QualityService QualityAbility 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.TangiblesReliabilityResponsivenessAssuranceEmpathy
63SMExercise to Exercise to Identify Service AttributesIdentify Service AttributesIn 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:
64SMSERVQUAL AttributesSERVQUAL 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’ requestsRELIABILITYRESPONSIVENESS■Employees who instill confidence in customers■Making customers feel safe in their transactions■Employees who are consistently courteous■Employees who have the knowledge to answecustomer questionsASSURANCE■Giving customers individual attention■Employees who deal with customers in a caring fashion■Having the customer’s best interest at heart■