MARKETING COMPONENTS

Every service encounter is an opportunity to build satisfaction and qualityCustomer Perceptionsof Service

Customer Perceptionsof Service

Truth builds trust. Thank your customer for complaining and mean it. Most will never bother to complain. They'll just walk away. Marilyn SuttleYour customers are responsible for your companys reason for existing. Marilyn SuttleTake good care of your customers and they will take care of your business. Biju PauloseThe Customer

Customer Perceptionsof Service

Types of Service Encounters:Remote encounters - mail system, ATMPhone encountersFace-to-face encountersSources of Pleasure & Displeasure in Service Encounters:Recovery Employee Response to Service Delivery System FailuresAdaptability Employee Response to Customer Needs and RequestsCustomer Perceptionsof Service

Sources of Pleasure & Displeasure in Service Encounters:Spontaneity Unprompted and Unsolicited Employee ActionsCoping Employee Response to Problem CustomersGeneral Service Behaviors Based on Service Encounter Themes Dos and Donts

ThemeDoDontRecoveryAcknowledge problemIgnore customerExplain causesBlame customerApologizeLeave customerCompensate/upgradeDowngradeLay out optionsAct as if nothing is wrongTake responsibilityPass the buckAdaptabilityRecognize the seriousness of the needIgnoreAcknowledgePromise but fail to follow throughAnticipateShow unwillingness to tryGeneral Service Behaviors Based on Service Encounter Themes Dos and Donts

ThemeDoDontAttempt to accommodateEmbarrass the customerAdjust the systemLaugh at the customerExplain policiesAvoid responsibilityTake responsibilityPass the buckSpontaneityTake timeExhibit patienceBe attentiveIgnoreAnticipate needsTell/laugh/swearListenSteal from customersProvide informationDiscriminateCopingListen/accommodateTake customers dissatisfaction personallyExplainLet customers dissatisfaction affect othersLet go of the customerListening to Customers through Research Marketing Research

Research Objectives:To discover customer expectations for serviceTo monitor and track service performanceTo assess overall company performance compared with that of competitionTo assess gaps between customer expectations and perceptionsTo gauge effectiveness of changes in service deliveryTo monitor changing customer expectations in an industryTo forecast future expectations of customers

Marketing Research

Criteria for an Effective Services Research ProgramIncludes qualitative and quantitative researchIncludes expectations and perceptions of customersBalances the cost of research and the value of the informationIncludes statistical validity when necessaryMeasures importance of attributesOccurs with appropriate frequencyIncludes measurement of loyalty and behavioral intentions Marketing Research

Type of ResearchObjectiveQualitative/QuantitativeMonetaryTimeFrequencyComplaint SolicitationTo attend to dissatisfied customersQualitativeLowLowContinuousCritical Incident StudiesTo identify best practices at transaction levelTo identify common service failure pointsQualitativeLowModeratePeriodicRequirements ResearchTo identify customer requirements as input for quantitative researchQualitativeModerateModeratePeriodicMarketing Research

Type of ResearchObjectiveQualitative/QuantitativeMonetaryTimeFrequencyRelationship Surveys and SERVQUAL surveysTo monitor and track service performanceQuantitativeModerateModerateAnnualTrailer calls/Posttransaction surveys To obtain immediate feedback on performance of service transactionsQuantitativeLowLowContinuousService expectation meetings and reviewsTo create dialogue with important customersQualitativeModerateModerateAnnualMarketing Research

Type of ResearchObjectiveQualitative/QuantitativeMonetaryTimeFrequencyProcess checkpoint evaluationsTo determine customer perceptions of long-term professional services during service provisionQuantitativeModerateModeratePeriodicMarket-oriented ethnographyTo research customer in natural settingsQualitativeModerateHighPeriodicMarketing Research

Type of ResearchObjectiveQualitative/QuantitativeMonetaryTimeFrequencyMystery ShoppingTo measure individual employee performance for evaluation, or recognition and rewardsQuantitative/QualitativeLowLowQuarterlyCustomer panelsTo monitor changing customer expectationsQualitativeModerateModerateContinuousMarketing Research

Type of ResearchObjectiveQualitative/QuantitativeMonetaryTimeFrequencyLost customer researchTo identify reasons for customer defectionQualitativeLowLowContinuousFuture expectations researchTo forecast future expectations of customersQualitativeHighHighPeriodicDatabase marketing researchTo identify the individual requirements of customers using information technology QuantitativeHighHighContinuousMarketing Research