CHAP 1: Customers -service, satisfaction & loyalty Flashcards
What is customer service?
- anything a service provider does for the customer
- that enhances the customer experiences
if organization want to provide excellent customer experience….
it should provide excellent customer service
2 things that can enhance customer service
- spending money
- taking action
examples on customer service
- easy return policy
- on-time delivery
- enthusiasm
- showing customer you care
- well-explained instructions
- suggest less expensive option/way
Goal of excellent customer service
customer satisfaction
why customer service lead to customer satisfaction
- customer service (lead to)
- customer satisfaction (lead to)
- customer loyalty (lead to)
- business performance
excellent customer service requires
customer requirements be understood and known
getting customer satisfaction
- know requirement of customer
- meet expectation of customer
- deliver value to customer
- tada customer satisfaction
customer satisfaction is generally defined as
customer’s fulfillment in response to a consumption experience, or some part of it
Customer satisfaction lead to…
customer loyalty
2 major approaches to defining & measure loyalty
- based on behavior
- based on attitude
3 elements of behavior in customer loyalty
- recency of purchase
- frequency of purchase
- monetary value of purchase
attitude in customer loyalty
- measured by referring to the beliefs, feelings, and purchasing intention of customers
Levels of customer loyalty
- True loyalty
- Latent Loyalty
- Spurious loyalty
- No loyalty
True loyalty
customers that have a high level of repeat buying & a strong relative attitude
Latent Loyalty
- have strong relative attitudes
- but has little repeat buying
- could be due to inconvenience of getting a product
spurious loyalty
- high level of repeat business
- but not accompanied by strong attitudes.
- due to indifference or high switching costs
needs and requirements of customers
- service
- price
- product quality
- action
- appreciation
types of customers
- internal
- external
internal customers
literally your co-workers this is so fucking dumb
external customers
just normal customers
