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
