lecture 3 Flashcards
Preceived vs objective service quality
What does not really matter is objective quality. What people care about is perceived quality.
Compare perceived vs objective service
Service vs product
Quality vs value, satisfaction and loyalty
Perceived service quality defined PSQ
The customers assessment of the overall excellence of the service
The consumers overall impression of the relative inferiority/superiority of the organization and its service
Nordic perspective on service quality
Technical quality (outcome)
Measurable aspects of a service
Functional quality (process)
How the process is delivered
The nordic model
Expected service <–> Perceived service
Technical quality (what; have to be up to standard on core service)
Functional quality (how something is being delivered; more on an interaction level; gain a competitive advantage by interaction)
American perspective service quality
Model
Reliability, responsiveness, empathy, assurances ad tangibles –> perceived service and expected service –> perceived service quality
Mix of models (brady 2001)
Service quality is a function of:
Interaction quality: (attitude, behaviour, expertise)
Physical environment quality: (ambient conditions, design, social factors)
outcome quality: (waiting time, tangibles, valence)
Attitude for example is measured with certain questions:
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 not.
PSQ is focused on the “get” components, while satisfaction also consists of the “give” components
PSQ is cognitive (objective) construct, while satisfaction is more related to affection (emotions and attitudes) (what is your goal)
From quality to satisfaction (Satisfaction explained in a model)
Expect/perceive PS quality “get”
Price = “give”
From there you derive value which will lead you to be satisfied or not
Two components of PSQ and “formula”
Consumer expectations
Perceptions of performance
disconfirmation
PSQ = Perception - expectation
We have expectations about
service outcome (judging the delivered service, reliability)
Service process (judging how service is being delivered; tangibles, responsiveness, assurance and empathy)
Types of expectations
Should expectations = norm
Desired level (highest achievable level)
Adequate level (minimum tolerable level)
Will expectations = estimate, prediction
Predicted level
Estimated outcome level (EOL)
depends on possible level of customer expectations
Possible levels of customer expectations
Ideal expectations or desires
Normative “should expectations”: (as expensive as this restaurant is, it ought to have excellent food and service)
Experienced based norms: (Most times this restaurant is very good, but when it gets busy the service is slow)
Acceptable expectations: (I expect this restaurant to serve me in an adequate manner)
Minimum tolerable expecctations:
From expectation to emotion
Predicted >adequate (yes) –> attraction
Perceived > predicted (Yes) –> satisfaction
Perceived > desired (yes) –> delight
Zones of tolerance for first time and recovery service
When experienceing a service for the first time the zone of expectation of outcome and process are quite large and 2/3 or half way in terms of importance
For the recovery of the service however, the zone for outcome expectation is quite small and high with process being still high but slightly larger
Zones of tolerance for different service dimensions
Most important factors has a higher adequate and desired service and a small zone of tolerance
Less important factors have a lower adequate and desired service (as well as a greater area for these) and a larger zone of tolerance as well
Factors that influence desired service
enduring service intensifiers as well as personal needs
–> you must know who comes to the store and what it is that they want or need
Factors that influence adequate service
Transitory service intensifiers (expecting more for being in a stressful situation)
Perceived service alternatives
Self-perceived service role
Situational factors
Factors that influence desired and predicted service
Explicit service promises
Implicit service promises
Word of mouth, third parties
Past experience
These both influence desired service and predicted service (which is adequate service)
Sources of (Dis-)satisfaction in service encounters
Recovery: Employees response to service delivery systems failure
Adaptability: Employee response to customer needs and requests
Coping: employee response to problem customers
Spontaneity: Unprompted and unsolicited employee actions and attitudes
Satisfaction definitions
Satisfaction is the consumers fulfillment response. It is a judgement that a product or service feature, or the service or product itself, provides a pleasurable level of consumption related fulfilment
A subjective feeling that depicts the degree to which a consumers expectations concerning a particular purchase encounter are met
Recovery Do’s and dont’s
DO:
Acknowledge problem, explain causes, apologize, compensate/upgrade, lay out options or take responsibility
Dont:
Ignore customer
blame customer
Leave customer to fend for him/herself
Downgrade
Act as if nothing is wrong
Spontaneity Do’s and Dont’s
DO:
Take time, be attentive, anticipate needs, listen, provide information (even if not asked), treat customers fairly, show empathy and acknowledge by name
DON’T:
Exhibit impatience, ignore, yell/laugh/swear, steal from or cheat a customer, disciminate, treat impersonally
Adaptability Do’s and donts
DO:
recognize the seriousness of the need, acknowledge, anticipate, attempt to accomodate, take responsibilty
Dont:
Promise then fail, ignore, show unwillingness to try, embarrass the customer, laught at customer, avoid responsibility
Coping DO and dont
do: listen, try to accomodate, explain, let go of the customer
Dont: take customers dissatisfaction personally, let customers dissatisfaction affect others
satisfiers and dissatisfiers:
satisfiers: Present =special
Absent = normal
From neutral to positive
To strive for
Adaptable and spontaneity
Dissatisfiers: Present = normal
Absent = bad
From neutral to negative
A condition
Coping and recovery
