, CHAPTER 4: Customer expectations of service:
States or conditions essential to the physical or psychological
Importance of customers expectations: ① Factors that influence desired service A 7 well-being of the customer (physical, social, psychological and
functional)
Derived service expectations
Definition: Customer expectations are beliefs about > Personal needs
service delivery that serves as standards, or reference Desired service
O occur when customer
expectations are driven by
points, against which performance is judged .
another person/group of
Individual stable factors people.
⑳
M
Broken down into 3 sections: 7 Lasting service
> that lead to heighten
intensifier
sensitivity to the service. Personal service philosophy -
Zone of tolerance ② the customers underlying
generic attitude about the
⑯ Meaning and types of service expectations: meaning of service and the
proper conduct of services
>
- What they desire. More stable Adequate service
than adequate service.
Desired service -
The extent to which customers Temporary service intensifiers: consist of short term, individual factors that make the customer more aware of the need for
↑
recognise and are willing to service (eg: personal emergency situations).
accept this variation.
Zone of tolerance Dependent on individual Perceived service alternatives: are the providers from whom customer can obtain the service.
customer expectations -
reliability vs tangibles customers self perceived service role: customer perceptions of the degree to which customers exert an influence on the level of
service they receive.
Adequate service
What they deem acceptable. Situational factors: defined as service performance conditions that customers view as beyond control of the service provider.
7
Represents the minimum
tolerable expectation .
⑮Predicted service: level of service at the customers believe they are likely to get.
③
V
Managing customer service expectations: Predicted service is typically an estimate of the service that a customer will receive in an individual transaction rather than in the
overall relationship with the service provider. Thus it is an influencer of adequate service = predictions are about initial servicing
What does a service marketer do if expectations are encounters and are more likely to be concrete than specific types of expectation customers hold for adequate service or
unrealistic? desired service.
Customers expect fundamentals and performances. Under
promising the service or exceeding customer expectations. Factors that influence both desired and predicted service expectations:
1. Explicit service promises are personal and non-personal statements about the service made by the organisation to
Should a company try to delight the customer ? customers - completely in control of the service provider.
Consider product and service features in concentric rings - 2. Implicit service promises are service related cues other than explicit promises that lead to inferences about what the
musts and satisfiers and unexpected features. service should and will be like - dominated by price and tangible is associated with the service.
3. Online and off-line word-of-mouth communication is involved in shaping the expectations of services - these can be personal
How does a company exceed customer service expectations? and non-personal statements made by parties other than the organisation which conveyed to customers what the service
Develop customer relationships, delivery under promise the would be like and influence desired and predicted service.
service (may reduce competitive appeal), position services as 4. past experiences the customers previous exposure to services that is relevant to the focal service and is another force in
unique rather than standard. shaping predictions and desires.
Do customer service expectations continually escalate ?
In a highly competitive environment expectations can rise quickly
therefore companies need to continually monitor adequate
service expectations. Desired service expectations are far more
stable because they are driven by enduring factors such as
personal needs.
How does the service company stay ahead of competition in
meeting customer expectations ?
Companies must exceed adequate service levels and also reach
desired service levels in order to intensify customers loyalty to
appoint at which competitive options do not matter .
, ·
Chapter 5: customer perceptions of service: Service quality and E- service quality: ⑤ Service encounters: building blocks for customer perceptions:
I
Service quality is the customers judgement of Considered the “ moments of truth” and occur occurs any time the
Customer perceptions: overall excellence of the service provided in relation customer into act with the firm. It can potentially be critical in determining
to the quality that was expected. customer satisfaction and loyalty.
1. Satisfaction vs. Service quality:
Service quality = reliability, assurance, tangibility, empathy, Service quality assessments are formed on • Types of encounters : remote, phone and face-to-face.
responsiveness. judgements of = outcome quality, interaction • Is an opportunity to : build trust, reinforce quality, build brand identity
Satisfaction = service quality, product quality, price & quality and physical environment quality. and increased loyalty.
personal and situational factors.
Nordic model of service quality (1984): Critical service encounters research:
2. Transaction vs cumulative perceptions: • technical quality relates to the outcomes of the • GOAL: understanding actual events and behaviours that cause
service process. customers dis/satisfaction in service encounters.
• functional quality relates to the manner in which • METHOD: critical incident technique.
· Customer satisfaction: the service is delivered. • DATA: stories from customs and employees.
satisfaction is the customers evaluation of a product or • OUTPUT: identification of themes underlying satisfaction and
5 dimensions of service quality: * dissatisfaction with servicing encounters.
service in terms of whether that product or service has
met the customers needs and expectations. Failure to meet
RELIABILITY: Sample questions for critical incident technique study:
needs and expectations is assumed to result in
• providing service as promised dependably and • think of a time when, as a customer, you had a particularly satisfying or
dissatisfaction of the product or service.
accurately. dissatisfying interaction with …?
• Dependability in handling customer service • When did this incident happen?
Factors influencing customer satisfaction :
problems. • What specific circumstances led to the situation?
• product and service features
• Performing services right the first time.
• Consumer emotions
• Providing services at the promised time. Common themes in critical service encounters research : *
• Attributions for service success or fail failure
ASSURANCE: Recovery: employee response to service delivery system failures.
• Perceptions of equity and fairness
• employees who inspire trust and confidence • DOS: acknowledge problem, explain causes, apologise, compensate, layout
• Other consumers, family members and coworkers
• making customers feel safe in their options, take responsibility.
transactions. • DONTS: ignore/blame customer, leave customer defend for themselves,
National customer satisfaction indices:
• employees who are consistently courteous. downgrade, act oblivious.
National customer satisfaction indices aim to measure the
• Employees who have the knowledge to answer
quality of economic output whereas more traditional
customer questions. Adaptability: employees response to customer needs and requests.
economic indicators tend to focus only on quantity.
TANGIBLES: • DOS: recognise the seriousness of the need, acknowledge, anticipate,
• modern equipment. attempt to accommodate, adjust the system, take responsibility.
Net promoter : research promotes one customer loyalty
• Visually appealing facilities • DONTS: Ignore, promised but failed to follow through, show unwillingness
question as the best for most industry in terms of
• Employees who have needs, professional to try, embarrass the customer, avoid responsibility.
predicting repeat customer purchases, growth or referrals
appearance.
“ how likely is it that you would recommend …. To a friend or
• Visually appealing physical and virtual Spontaneity: unprompted and unsolicited employee actions and attitudes.
colleague?”
materials associated with the service. • DOS: Take time, be attentive, anticipate needs, provide information.
EMPATHY: • DONTS: exhibit impatience, ignore, yell, steal from customers,
Responses categorised = promoters, passives, detractors.
• giving customers individual attention discriminate.
• Employees who deal with customers in caring
③ Ensuring
•
high customer satisfaction:
be customer centric •
fashion.
Having the customers best interest at heart.
Coping: employee response to problem and customers.
• DOS: listen, try to accommodate, explain, let go of the customer.
• have superior staff • Employees who understand the needs of their • DONTS: Take customers dissatisfaction personally, lead customers
• delight the customer - overdeliver either through customers. dissatisfaction affect others.
excellent customer service or exceeding post purchase • Convenient business hours
expectations. RESPONSIVENESS:
keeping customers informed as to in services
③ Evidence of service:
• Keep your promises •
• sort out service recovery will be performed Process: flow of activities, steps in process, personalisation versus
• Build a relationship • Prompt service to customers standardisation, level of automation.
• Willingness to help customers
• Readiness to respond to customers Physical evidence : tangible communication, servicescape, guarantees,
requests technology, website.
Core dimensions customers used to assess the quality of a 1
website = efficiency, fulfilment, reliability, privacy. People: contact employees, the customers role, other customers.
States or conditions essential to the physical or psychological
Importance of customers expectations: ① Factors that influence desired service A 7 well-being of the customer (physical, social, psychological and
functional)
Derived service expectations
Definition: Customer expectations are beliefs about > Personal needs
service delivery that serves as standards, or reference Desired service
O occur when customer
expectations are driven by
points, against which performance is judged .
another person/group of
Individual stable factors people.
⑳
M
Broken down into 3 sections: 7 Lasting service
> that lead to heighten
intensifier
sensitivity to the service. Personal service philosophy -
Zone of tolerance ② the customers underlying
generic attitude about the
⑯ Meaning and types of service expectations: meaning of service and the
proper conduct of services
>
- What they desire. More stable Adequate service
than adequate service.
Desired service -
The extent to which customers Temporary service intensifiers: consist of short term, individual factors that make the customer more aware of the need for
↑
recognise and are willing to service (eg: personal emergency situations).
accept this variation.
Zone of tolerance Dependent on individual Perceived service alternatives: are the providers from whom customer can obtain the service.
customer expectations -
reliability vs tangibles customers self perceived service role: customer perceptions of the degree to which customers exert an influence on the level of
service they receive.
Adequate service
What they deem acceptable. Situational factors: defined as service performance conditions that customers view as beyond control of the service provider.
7
Represents the minimum
tolerable expectation .
⑮Predicted service: level of service at the customers believe they are likely to get.
③
V
Managing customer service expectations: Predicted service is typically an estimate of the service that a customer will receive in an individual transaction rather than in the
overall relationship with the service provider. Thus it is an influencer of adequate service = predictions are about initial servicing
What does a service marketer do if expectations are encounters and are more likely to be concrete than specific types of expectation customers hold for adequate service or
unrealistic? desired service.
Customers expect fundamentals and performances. Under
promising the service or exceeding customer expectations. Factors that influence both desired and predicted service expectations:
1. Explicit service promises are personal and non-personal statements about the service made by the organisation to
Should a company try to delight the customer ? customers - completely in control of the service provider.
Consider product and service features in concentric rings - 2. Implicit service promises are service related cues other than explicit promises that lead to inferences about what the
musts and satisfiers and unexpected features. service should and will be like - dominated by price and tangible is associated with the service.
3. Online and off-line word-of-mouth communication is involved in shaping the expectations of services - these can be personal
How does a company exceed customer service expectations? and non-personal statements made by parties other than the organisation which conveyed to customers what the service
Develop customer relationships, delivery under promise the would be like and influence desired and predicted service.
service (may reduce competitive appeal), position services as 4. past experiences the customers previous exposure to services that is relevant to the focal service and is another force in
unique rather than standard. shaping predictions and desires.
Do customer service expectations continually escalate ?
In a highly competitive environment expectations can rise quickly
therefore companies need to continually monitor adequate
service expectations. Desired service expectations are far more
stable because they are driven by enduring factors such as
personal needs.
How does the service company stay ahead of competition in
meeting customer expectations ?
Companies must exceed adequate service levels and also reach
desired service levels in order to intensify customers loyalty to
appoint at which competitive options do not matter .
, ·
Chapter 5: customer perceptions of service: Service quality and E- service quality: ⑤ Service encounters: building blocks for customer perceptions:
I
Service quality is the customers judgement of Considered the “ moments of truth” and occur occurs any time the
Customer perceptions: overall excellence of the service provided in relation customer into act with the firm. It can potentially be critical in determining
to the quality that was expected. customer satisfaction and loyalty.
1. Satisfaction vs. Service quality:
Service quality = reliability, assurance, tangibility, empathy, Service quality assessments are formed on • Types of encounters : remote, phone and face-to-face.
responsiveness. judgements of = outcome quality, interaction • Is an opportunity to : build trust, reinforce quality, build brand identity
Satisfaction = service quality, product quality, price & quality and physical environment quality. and increased loyalty.
personal and situational factors.
Nordic model of service quality (1984): Critical service encounters research:
2. Transaction vs cumulative perceptions: • technical quality relates to the outcomes of the • GOAL: understanding actual events and behaviours that cause
service process. customers dis/satisfaction in service encounters.
• functional quality relates to the manner in which • METHOD: critical incident technique.
· Customer satisfaction: the service is delivered. • DATA: stories from customs and employees.
satisfaction is the customers evaluation of a product or • OUTPUT: identification of themes underlying satisfaction and
5 dimensions of service quality: * dissatisfaction with servicing encounters.
service in terms of whether that product or service has
met the customers needs and expectations. Failure to meet
RELIABILITY: Sample questions for critical incident technique study:
needs and expectations is assumed to result in
• providing service as promised dependably and • think of a time when, as a customer, you had a particularly satisfying or
dissatisfaction of the product or service.
accurately. dissatisfying interaction with …?
• Dependability in handling customer service • When did this incident happen?
Factors influencing customer satisfaction :
problems. • What specific circumstances led to the situation?
• product and service features
• Performing services right the first time.
• Consumer emotions
• Providing services at the promised time. Common themes in critical service encounters research : *
• Attributions for service success or fail failure
ASSURANCE: Recovery: employee response to service delivery system failures.
• Perceptions of equity and fairness
• employees who inspire trust and confidence • DOS: acknowledge problem, explain causes, apologise, compensate, layout
• Other consumers, family members and coworkers
• making customers feel safe in their options, take responsibility.
transactions. • DONTS: ignore/blame customer, leave customer defend for themselves,
National customer satisfaction indices:
• employees who are consistently courteous. downgrade, act oblivious.
National customer satisfaction indices aim to measure the
• Employees who have the knowledge to answer
quality of economic output whereas more traditional
customer questions. Adaptability: employees response to customer needs and requests.
economic indicators tend to focus only on quantity.
TANGIBLES: • DOS: recognise the seriousness of the need, acknowledge, anticipate,
• modern equipment. attempt to accommodate, adjust the system, take responsibility.
Net promoter : research promotes one customer loyalty
• Visually appealing facilities • DONTS: Ignore, promised but failed to follow through, show unwillingness
question as the best for most industry in terms of
• Employees who have needs, professional to try, embarrass the customer, avoid responsibility.
predicting repeat customer purchases, growth or referrals
appearance.
“ how likely is it that you would recommend …. To a friend or
• Visually appealing physical and virtual Spontaneity: unprompted and unsolicited employee actions and attitudes.
colleague?”
materials associated with the service. • DOS: Take time, be attentive, anticipate needs, provide information.
EMPATHY: • DONTS: exhibit impatience, ignore, yell, steal from customers,
Responses categorised = promoters, passives, detractors.
• giving customers individual attention discriminate.
• Employees who deal with customers in caring
③ Ensuring
•
high customer satisfaction:
be customer centric •
fashion.
Having the customers best interest at heart.
Coping: employee response to problem and customers.
• DOS: listen, try to accommodate, explain, let go of the customer.
• have superior staff • Employees who understand the needs of their • DONTS: Take customers dissatisfaction personally, lead customers
• delight the customer - overdeliver either through customers. dissatisfaction affect others.
excellent customer service or exceeding post purchase • Convenient business hours
expectations. RESPONSIVENESS:
keeping customers informed as to in services
③ Evidence of service:
• Keep your promises •
• sort out service recovery will be performed Process: flow of activities, steps in process, personalisation versus
• Build a relationship • Prompt service to customers standardisation, level of automation.
• Willingness to help customers
• Readiness to respond to customers Physical evidence : tangible communication, servicescape, guarantees,
requests technology, website.
Core dimensions customers used to assess the quality of a 1
website = efficiency, fulfilment, reliability, privacy. People: contact employees, the customers role, other customers.
