Contact: +923006641921 Usman Waheed

1

SMBELTEI BELTEI

INTERNATIONAL INTERNATIONAL UNIVERSITYUNIVERSITY

Faculty of Business Faculty of Business AdministrationAdministration

Bachelor’s ProgramBachelor’s ProgramMoeung Phanny

Master of Business Administration (MBA) / ( MJM )

Tel: 011 78 78 80E-mail: phannyart@yahoo.com

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SMSM Part 3

LISTENING TO CUSTOMER THROUGH

RESEARCH

UNDERSTANDING UNDERSTANDING CUSTOMER REQUIREMENTSCUSTOMER REQUIREMENTS

Chapter 5

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SMObjectives for Chapter 5:

Understanding Customer Expectations and Perceptions through

Marketing Research

• Present the types of and guidelines for marketing research in services

• Show the ways that marketing research information can and should be used for services

• Describe the strategies by which companies can facilitate interaction and communication between management and customers

• Present ways that companies can and do facilitate interaction between contact people and management

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SMCommon Research Objectives

for Services

• To identify dissatisfied customers• To discover customer requirements or expectations• To monitor and track service performance• To assess overall company performance compared to

competition• To assess gaps between customer expectations and perceptions• To gauge effectiveness of changes in service• To appraise service performance of individuals and teams for

rewards• To determine expectations for a new service• To monitor changing expectations in an industry• To forecast future expectations

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SMFigure 5-1Figure 5-1

Criteria for An Effective Services Research Program

ResearchObjectives

Includes

Qualitativ

e

Research

IncludesQuantitative

Research IncludesPerceptions

and Expectations

of Customers

IncludesMeasures

ofLoyalty orBehavioralIntentions

Balances Cost

and Value of

InformationIncludesStatisticalValidity

When Necessary

Measures Priorities

or Importance

Occurswith

AppropriateFrequency

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SM Portfolio of Services Research

Customer Complaint Solicitation

“Relationship” Surveys

Post-Transaction Surveys

Customer Focus Groups

“Mystery Shopping” of Service Providers

Employee Surveys

Lost Customer Research

Identify dissatisfied customers to attempt recovery; identify most common categories of service failure for remedial action

Obtain customer feedback while service experience is still fresh; act on feedback quickly if negative patterns develop

Use as input for quantitative surveys; provide a forum for customers to suggest service-improvement ideas

Assess company’s service performance compared to competitors; identify service-improvement priorities; track service improvement over time

Measure individual employee service behaviors for use in coaching, training, performance evaluation, recognition and rewards; identify systemic strengths and weaknesses in service

Measure internal service quality; identify employee-perceived obstacles to improve service; track employee morale and attitudes

Determine the reasons why customers defect

Research Objective Type of Research

Future Expectations ResearchTo forecast future expectations of customersTo develop and test new service ideas

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SMStages in the Research

Process

• Stage 1 : Define Problem

• Stage 2 : Develop Measurement Strategy

• Stage 3 : Implement Research Program

• Stage 4 : Collect and Tabulate Data

• Stage 5 : Interpret and Analyze Findings

• Stage 6 : Report Findings

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SMFigure 5-5Figure 5-5

Service Quality Perceptions Relative to Zones of Tolerance

by Dimensions

Retail Chain

9

8

7

6

5

4

3

2

1

0Reliability Responsiveness Assurance Empathy Tangibles

OO OO

Zone of Tolerance S.Q. PerceptionO

O

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SMService Quality Perceptions

Relative to Zones of Tolerance by Dimensions

Computer Manufacturer

10

8

6

4

2

0

Reliability Responsiveness Assurance Empathy Tangibles

OO O OO

Zone of Tolerance S.Q. PerceptionO

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SMFigure 5-6 Figure 5-6

Importance/Performance Matrix

HIGH

HIGHLOW

Performance

Imp

ort

an

ce

Attributes to Improve Attributes to Maintain

HighLeverage

Attributes to De-emphasizeAttributes to Maintain

LowLeverage

Contact: +923006641921 Usman Waheed

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SM THANK YOU FOR YOUR ATTENTION !

Any question?