CH. 14 Customer Satisfaction and Customer Relationship Flashcards
Experience - Expectations
Measures of how well products meet or exceed a customer’s expectations
Customer Satisfaction
Application tracks customer information.
- Contact information, demographics, lifestyle and psychographic data, etc.
Customer Relationship Management
- Expectations are dynamic
what pleased a customer last time may no longer suffice.
past performance is no guarantee for future success. - Expectations vary cross-culturally **
*individualist cultures, satisfaction is heavily influenced by quality of reliability and service provider responsiveness.
*collectivistic cultures, satisfaction is heavily influenced by the relational aspects of frontline employees.
Customer Expecations
8
- Performance
- Features
- Reliability
- Durability
- Conformance
- Serviceability
- Aesthethics
- Perceived quality
8 types of quality
best assessed by measuring physicla products, statistical sampling of the output of processes.
Six Sigma: set of methodologies and tools used to improve business processes by reducing defects and errors, minimizing variation, and increasing quality and efficiency.
Goal: achieve a level of quality that is nearly perfect, with only 3.4 defects per million opportunities.
Performance
the “bells and whistles” of a good and service that complement its basic functioning.
Features
reflects the probability of a product malfunctioning or failing within a specified time period.
Reliability
a measure of product life that is defined as the amount of use one gets from a product before it deteriorates.
Durability
the degree to which a product’s design and operating characteristics meet established standards
Conformance
the speed, courtesy, competence, and ease of repair
Serviceability
how a product looks, feels, sounds, tastes, or smells
Aesthetics
customers’ conclusions are drawn from a product’s various tangible and intangible aspects.
Perceived Quality
Throughput time, bottleneck (determines cycle time), capacity
Process Flow