Lecture 3 (1) Flashcards
Perceived service quality (PSQ)
The customers assessment of the overall excellence of the service
The customers overall impression of the relative inferiority/superiority of the organization and its services
Nordic perspective
Technical quality (outcome9
Measurable aspects of a service
Nordic perspective
Functional quality
How the service is delivered
Marican approach
Gap model (PZB)
Expected service - Perceived service
attitude
you can count on the employees at X being friendly (reliability)
The attitude of Xs employees demonstrates their willingness to help me (responsiveness)
The attitude of Xs employees shows me that they understand my needs (empathy)
PSQ vs satisfaction
PSQ refers to the service (the product is of good quality), while satisfaction refers to the customer (i am satisfied)
For satisfaction you have to experience the service for PSQ you dont
PSQ is focused on the “get” components, while satisfaction also consists of the “give” components
PSQ is a cognitive (objective>) construct, while satisfaction is more related to affection (emotion and attitudes) (what is your goal)
Fro quality to satisfaction
Expect/perceive PS quality “get”
Combines with
Price “give” to form value which formes satisfaction
Two components of PSQ
consumer expectation and perceptions of performance
PSQ = pereptions - expectations
Expectations about
Service outcome
Judging the delivered service
Reliability
Expectations about Service process
Juding how service is being delivered
Tangibles, responsiveness, assurance and empathy
Types of expectations
Should expectation
Desired level
Highest achievable level (HAL)
Adequate level
Minimum tolerable level (MTL)
Will expectations
Estimate, predition
Predicted level
Estimated outcome level (EOL)
Zone of tolerance
The difference between the types of expectations
Desired level being top and adequate level being min
zones of tolerance for important vs non important features
Important has smaller desired service, smaller adequate service and smaller zone of tolerance
Least important features have lower and larger desired service and adequate service and larger
and lower zone of tolerance
