Book chapter 4 (2)

Question 1

Four core dimensions that customers use to judge websites at which they experience no questions or problems

Answer 1

Efficiency

Fulfilment

Reliabilty

Privacy

Question 2

Efficiency (e bullshit)

Answer 2

The ability of customers to get to the website, find their desired product and information associated with it, and check out with minimal effort

Question 3

Fulfilment (e bullshit)

Answer 3

the accuracy of service promises, having products in stock and delivering the products in the promised time

Question 4

Reliability (e bullshit)

Answer 4

The technical functioning of the site, particularly the extent to which it is available and functioning properly

Question 5

Privacy (e bullshit)

Answer 5

The assurance that shopping behavior data are not shared and that credit information is secure

Question 6

Three dimensions that customers use to judge recovery service when they have problems and questions

Answer 6

1. Responsiveness (the ability of e-tailers to provide appropriate information to customers when a problem occurs, to have mechanisms for handling returns, and to provide online guarantees)
2. Compensation (The degree to which customers are to receive money back and are reimbursed for shipping and handling costs)
3. Contact: The vaailability to live customer service agents online or by telephone

Question 7

service encounters

Answer 7

Are where promises are kept or broken and where the proverbial rubber meets the road

Question 8

Service encounter or moment of truth

Answer 8

most vivid impression of service occurs in the moment of truth when the customer interacts with the service firm.

Question 9

service encounter cascade

Answer 9

E.g. in a hotel customer experiences are checking into the hotel, being taken to a room by a hotel porter, eating a restaurant meal, requesting a wake up call and checking out. You could think of the linking of these moments of truth as

Question 10

Early moments in the encounter cascade

Answer 10

Are more likely to be especially important, any encounter can potentially be critical in determining customer satisfaction and loyalty tho

Question 11

remote encounters

Answer 11

when a customer interacts with a e.g. bank through the ATM system or with a car park management company through an automated ticketing machine

also online booking shit

Question 12

Telephone encounters

Answer 12

general inquery or order taking functions

Greater potential variability in these encounters than remote.

tone of voice, employee knowledge and effectiveness/efficiency are important

Question 13

Critical incident technique

Answer 13

To get customers and employees to provide verbatim stories about satisfying and dissatisfying service encounters. With this technique, customers are told to think of a time when as a customer you had a particularly satisfying interaction.

you ask when
what led up to the situation

what did the employee say or do

What resulted that made you feel the interaction was satisfying

What could or should have been done differently

Question 14

sources of customer satisfaction/dissatisfaction in memorable service encounters

Answer 14

service recovery (after failure) Adaptability, spontaneity and coping

Question 15

recovery (dealing with dissatisfaction)

Answer 15

response to customer complaints and disappointments. The content or form of the employees response is what causes the customer to remember the event either favourably or unfavourably

Question 16

Adaptablility (dealing with dissatisfaction)

Answer 16

Employee response to customer needs and requests.

Question 17

spontaneity (dealing with dissatisfaction)

Answer 17

Unprompted and unsolicited employee actions

even when there is no system failure and no special request or need, customers can still remember service encounters as being very satisfying or very dissatisfying

Question 18

coping (dealing with dissatisfaction)

Answer 18

employee response to problem customer

Question 19

The evidence of service (customer perspecive)

Answer 19

People: contact employees, customer him/herself and other customers

Process: operation flow of actvities, speps in process, flexibility vs standard and technology vs human

Physical evidence: tangible communication, serviceescape, guarantees, tech, website