lecture 5

Question 1

New service Expectation

Answer 1

(D,A,P) is central

Question 2

New service design

Answer 2

Key or lead customer (explorative)

Focuss groups

Laddering and related techniques

Question 3

New service test

Answer 3

Conjoint Analysis

SMART

Question 4

Laddering

Answer 4

To find out the criteria that a consumer uses when choosing a particular service and how these criteria help to reach his/her personal goals

Communication

Positioning

Segmentation

Question 5

Means-end chain laddering

Answer 5

Attributes (what is different about these alternatives) –> consequences (what does the difference mean) Values (how important is this for you)

Question 6

Example means end chain laddering

Answer 6

Concrete attribute = more space
Functional consequence = physical comfort

Psycho-social consequence = get more done

Instrumental value = Accomplishment

Terminal value = Self esteem

Question 7

Desired behaviors (personnel: Level 1)

Answer 7

1. give advice
2. Friendly
3. Distant
4. Helpful
5. Competent
6. Honest
7. polite
8. empathic

Question 8

Underlying motivations (level 2)
Functional motivations (shopping process)

Answer 8

1. right clothing
2. Own decision
3. Sufficient time
4. Gain overview
5. Efficient shopping
6. Product quality
7. help decision
   8.control interaction

Question 9

underlying motivations (level 2)
Consumer feeling

Answer 9

1. Feel good - self esteem
2. Shopping fun
3. Reduce uncertainty
4. respect

Question 10

Behavioral consequences (level 3)

Answer 10

Immediate consequence (buying urge)
Delayed consequence (store loyalty)

Question 11

Expectations about service personnel (a means end chain)

Answer 11

Competent –> give advice –> reduces insecurity –> Right clothing

Question 12

Motivation 1 (consumer control)
The consumer conflict

Answer 12

Helpful and empathic vs distant and polite

Efficient shopping and overview versus control interaction, own decision and sufficient time

Question 13

Test: conjoint analysis (decomposition of utility)
Data collection

Answer 13

1. select important service attributes
   e.g. waiting time, opening hours, cost of banking
2. Determine relevant levels
   e.g. waiting time max 2. min or 2-4 min
3. Construct profiles
   (complete, incomplete)
4. Evaluate profiles (between - within subjects design)

Question 14

Test: conjoint analysis (decomposition of utility)
Data analysis

Answer 14

Multiple regression analysis or special procedures

Question 15

Evaluation of existing service

Answer 15

Perception is central

Event - objective
Process quality indicators = from process

mystery shopping = trained experts

Event - subjective

Question 16

What is mystery shopping

Answer 16

Observation of service environment based on the process and not the outcome

Question 17

Advantages of mystery shopping

Answer 17

Real - observed behavior, natural environment, verbal capacity

Objective measurement?
Shopper selection

Question 18

Critical incident technique

Answer 18

Specific extreme positive or negative event between customer and employee

Technique: recovery, adaptability, spontaneity

Comment: interaction customer - emplyoee (which service)
Influence overall experience

Question 19

content analysis
reliability and validation

Answer 19

Intrajudge reliability is concerned with how consistent a judge is in making categorical decisions over time

Interjudge reliability is the degree to which two or more judges agree that a given observation should be classified

Cohens Kappa of 0.75 or greater
Neuendorf - content analysis

Question 20

Content analysis
operationalization

Answer 20

Developing measures

Categories should be

Exhaustive: often use “unable to determine”

Mutually exclusive

Appropriate level of measurement (nominal, ordinal interval or ratio)