Ch 4: Customer Perceptions of Service Flashcards
Service quality (def)
A focused evaluation that reflects the customer’s perception of reliability, responsiveness, assurance, empathy, and tangibles.
Satisfaction is influenced by (5)
Perceived service quality
Perceived product quality
Price
Situational factors
Personal factors.
What determines customer satisfaction? (5)
Product and service features
Consumer emotions
Attributions for service success or failure
Perceptions of equity and fairness
Other customers, family members and co-workers
Scores on the national customer satisfaction indices (3)
Promoters → Score of 9 or 10
Passives → Score of 7 or 8
Detractors → Score of 6 or less
How to ensure high customer satisfaction (6)
- Be customer centric (look at the situation from the customer’s pov)
- Have superior staff
- Delight the customer
- Keep your promises
- Sort out service recovery (what do you do when service fails)
- Build a relationship
Service quality dimensions (5)
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Service quality dimensions: Reliability (def)
ability to perform the promised service dependably and accurately.
Service quality dimensions: Responsiveness (def)
willingness to help customers and provide prompt service
Service quality dimensions: Assurance (def)
employees’ knowledge and courtesy and their ability to inspire trust and confidence.
Service quality dimensions: Empathy (def)
caring, individualised attention given to customers.
Service quality dimensions: Tangibles (def)
appearance of physical facilities, equipment, personnel and written materials.
Nordic model
categorises the dimensions into those relating to technical quality and those relating to functional quality.
Technical quality (def)
relates to the outcome of the service process e.g. meal at a restaurant
Functional quality (def)
the manner in which the service is delivered e.g. interaction with waiter
This model suggests that the interaction between buyer and seller is equally as important as the outcome.
E-service quality (def)
the extent to which a website facilitates efficient and effective shopping, purchasing and delivering.
