Chapter 18 Flashcards
Standardized Service:
Based on establishing a set of rules and procedures and being sure that they are implemented consistently
Personalized Service:
Service providers tailor their services to meet each customer’s personal needs
-employees bringing you stuff to try on at the dressing room
Customer Evaluations of Service Quality
Reliability, Assurance, Responsiveness, Tangibility, Empathy
Customer Evaluations of Service Quality: Reliability
The ability to perform the service dependably and accurately (e.g., accuracy of billing, meeting promised delivery dates)
Customer Evaluations of Service Quality: Assurance
The knowledge and courtesy of employees and their ability to convey trust and confidence (e.g., guarantees, warranties, return policies)
Customer Evaluations of Service Quality: Tangibility
The appearance of physical facilities, equipment, personnel, and communication materials
Customer Evaluations of Service Quality: Empathy
The caring, individualized attention provided to customers (e.g., personalized service, recognition by name)
Customer Evaluations of Service Quality: Responsiveness
Providing customer service personnel and sales associates that really want to help customers and provide prompt service
Knowledge Gap:
knowing what the customer wants.
Customer expectations for service quality Management perceptions of customer expectations
Standards Gap:
- setting service goals
- Management perceptions of customer expectations Standards specifying service to be delivered
Delivery Gap:
meeting and exceeding service goals
Standards specifying service to be delivered Actual service delivered
Communication Gap:
communicating the service promise
Customer perceptions of service quality retailer communications about service quality
How can businesses reduce the delivery gap?
- Provide instrumental and emotional support
- Provide incentives
- Improve internal communications
- Use technology
How to reduce the communication gap?
- Realistic commitments
- Managing customer expectations
