Part 2 - Ch5 Customer Perceptions of Service

Question 1

Quality Definition

Answer 1

How good or bad something is.

Question 2

Satisfaction

Answer 2

general sense of contentment influenced by service quality, product quality, price, and personal factors..

Question 3

Service Quality Dimensions

Answer 3

R.A.T.E.R factors (Reliability, Assurance, Tangibles, Empathy, Responsiveness)

Question 4

Service Quality

Answer 4

The customer’s evaluation of how good the service is compared to what was expected.

Question 5

The assessment of service quality is based on:

Answer 5

• Outcome Quality:
  Judging result of the service.
• Interaction Quality:
  quality of interaction with service providers.
• Physical Environment Quality

Question 6

Reliability

Answer 6

Ability to perform the promised
service dependably and accurately.

• Providing service as promised
• Dependability in handling
  customers’ service problems
• Performing services right the first
  time
• Providing services at the promised
  time
• Maintaining error-free records

Question 7

Assurance

Answer 7

Knowledge and courtesy of employees and their ability to inspire trust and confidence.

• Employees who instil confidence in customers
• Making customers feel safe in their transactions
• Employees who are consistently courteous
• Employees who have the knowledge to answer customer questions

Question 8

Tangibles

Answer 8

Physical facilities, equipment, and
appearance of personnel.

Question 9

Empathy

Answer 9

Caring, individualized attention the
firm provides its customers.

Question 10

Responsiveness

Answer 10

Willingness to help customers and
provide prompt service.

• Keeping customers informed as to when services will be performed
• Prompt service to customers
• Willingness to help customers
• Readiness to respond to customers’ requests

Question 11

what is service encounter?

Answer 11

any interaction or contact a customer has with a service provider

Question 12

Key points of service encounter

Answer 12

• Moment of Truth:
  Service encounters are crucial moments where customer perceptions are formed.
• Real-Time Marketing:
  Occurs anytime a customer interacts with the firm.
• Can significantly influence customer satisfaction and loyalty.

Question 13

Key Opportunities in Service Encounters

Answer 13

• Build trust
• Reinforce Quality:
  emphasize and confirm the quality of the service
• Build Brand Identity:
  shaping and reinforcing the identity of the brand
• Increase Loyalty:
  enhance customer loyalty by creating a favorable impression and positive experience.

Question 14

Evidence of Service Quality

Answer 14

Customers assess service quality based on specific evidence.

Question 15

Judgment Factors of Service Quality:

Answer 15

• Efficiency of Service Process:
  Customers look at how smoothly and effectively the service is delivered.
• Actions and Attitude of Service Personnel
• Tangible Evidences
  support the overall service experience contribute to customers’ judgment