Many companies believe that they know what customer should want and deliver that
instead of finding out what they do want.
The first step in desgning services marketing research is without doubt the most critical ;
defining the problem and research objec
Customer expectations: beliefs about service delivery that serve as standards or reference
points against which performance is judged. Knowing what customer expects is the first and
possibly most critical step to provide good- quality service. Being wron
The primary objectives of services producers and marketers are to develop and provide
offerings that satisfy consumer needs and expectations, thereby ensuring their own
economic survival. To achieve these objectives, service providers need to understand
Physical evidence: customer often rely on taangible cues (treysta reifanleg merki), or
physical evidence to evaluate the service before its purchase and to assess their satisfaction
with the service during and after consumption.
Strategic roles of the se
Relationship marketing: philosophy of doing business, a strategic orientation, that focueses
on keeping and improving relationships with current customers rather than an acquiring new
Customers as stranger: those who have not yet had any transa
Gaps model of service quality:
Customer gap is the difference between customer expectations and perceptions.
Closing the gap between what customer expects and what they perceive is critical to
delivering quality service
Not knowing what
Corporate culture: the pattern of shared value sand beliefs that give the members of an
organisation meaning, and provide them with the rules for behaviour in the organisation.
- Service culture: culture where an appreciation for hood s
New service development process: product desgined and itroducted via steps in a structure
planning are more likely to sucess. You need to involve employees and customer in
Types of new services:
- Major or radical innovations: new se
What is satisfaction? The consumers fulfillment response. It is a judgment that a product or
a service feature, the product or service itself, provides a pleasurable level of consmptionrelated fulfillment.
What determines customer satisfaction?
Factors necessary for appropriate service standards:
- Standardisation of service behaviours and actions: substitution of technology for
personal contact and human effort (x-ray machine at the airport), improvement in work