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1、 McGraw Hill 2000TheMcGraw HillCompanies Chapter4 CUSTOMERPERCEPTIONSOFSERVICE ObjectivesforChapter4 CustomerPerceptionsofService ProvideyouwithdefinitionsandunderstandingofcustomersatisfactionandservicequalityShowthatserviceencountersorthe momentsoftruth arethebuildingblocksofcustomerperceptionsHig
2、hlightstrategiesformanagingcustomerperceptionsofservice Figure4 1CustomerPerceptionsofServiceQualityandCustomerSatisfaction ServiceQuality Reliability Responsiveness Assurance Empathy Tangibles ProductQuality Price PersonalFactors CustomerSatisfaction SituationalFactors FactorsInfluencingCustomerSat
3、isfaction Product servicequalityProduct serviceattributesorfeaturesConsumerEmotionsAttributionsforproduct servicesuccessorfailureEquityorfairnessevaluations OutcomesofCustomerSatisfaction IncreasedcustomerretentionPositiveword of mouthcommunicationsIncreasedrevenues Figure4 3RelationshipbetweenCusto
4、merSatisfactionandLoyaltyinCompetitiveIndustries Source JamesL Heskett W EarlSasser Jr andLeonardA Schlesinger TheServiceProfitChain NewYork NY TheFreePress 1997 p 83 ServiceQuality Thecustomer sjudgmentofoverallexcellenceoftheserviceprovidedinrelationtothequalitythatwasexpected Processandoutcomequa
5、lityarebothimportant TheFiveDimensionsofServiceQuality Abilitytoperformthepromisedservicedependablyandaccurately Knowledgeandcourtesyofemployeesandtheirabilitytoconveytrustandconfidence Physicalfacilities equipment andappearanceofpersonnel Caring individualizedattentionthefirmprovidesitscustomers Wi
6、llingnesstohelpcustomersandprovidepromptservice Tangibles Reliability Responsiveness Assurance Empathy ExercisetoIdentifyServiceAttributes Ingroupsoffive chooseaservicesindustryandspend10minutesbrainstormingspecificrequirementsofcustomersineachofthefiveservicequalitydimensions Becertaintherequiremen
7、tsreflectthecustomer spointofview Reliability Assurance Tangibles Empathy Responsiveness SERVQUALAttributes ProvidingserviceaspromisedDependabilityinhandlingcustomers serviceproblemsPerformingservicesrightthefirsttimeProvidingservicesatthepromisedtimeMaintainingerror freerecords Keepingcustomersinfo
8、rmedastowhenserviceswillbeperformedPromptservicetocustomersWillingnesstohelpcustomersReadinesstorespondtocustomers requests RELIABILITY RESPONSIVENESS EmployeeswhoinstillconfidenceincustomersMakingcustomersfeelsafeintheirtransactionsEmployeeswhoareconsistentlycourteousEmployeeswhohavetheknowledgetoa
9、nswercustomerquestions ASSURANCE GivingcustomersindividualattentionEmployeeswhodealwithcustomersinacaringfashionHavingthecustomer sbestinterestatheartEmployeeswhounderstandtheneedsoftheircustomersConvenientbusinesshours EMPATHY ModernequipmentVisuallyappealingfacilitiesEmployeeswhohaveaneat professi
10、onalappearanceVisuallyappealingmaterialsassociatedwiththeservice TANGIBLES TheServiceEncounter isthe momentoftruth occursanytimethecustomerinteractswiththefirmcanpotentiallybecriticalindeterminingcustomersatisfactionandloyaltytypesofencounters remoteencountersphoneencountersface to faceencountersisa
11、nopportunityto buildtrustreinforcequalitybuildbrandidentityincreaseloyalty Check In RequestWake UpCall Checkout BellboyTakestoRoom RestaurantMeal Figure4 4AServiceEncounterCascadeforaHotelVisit SalesCall OrderingSupplies Billing DeliveryandInstallation Servicing Figure4 5AServiceEncounterCascadefora
12、nIndustrialPurchase CriticalServiceEncountersResearch GOAL understandingactualeventsandbehaviorsthatcausecustomerdis satisfactioninserviceencountersMETHOD CriticalIncidentTechniqueDATA storiesfromcustomersandemployeesOUTPUT identificationofthemesunderlyingsatisfactionanddissatisfactionwithserviceenc
13、ounters SampleQuestionsforCriticalIncidentsTechniqueStudy Thinkofatimewhen asacustomer youhadaparticularlysatisfying dissatisfying interactionwithanemployeeof Whendidtheincidenthappen Whatspecificcircumstancesleduptothissituation Exactlywhatwassaidanddone Whatresultedthatmadeyoufeeltheinteractionwas
14、satisfying dissatisfying CommonThemesinCriticalServiceEncountersResearch Recovery Adaptability Spontaneity Coping EmployeeResponsetoServiceDeliverySystemFailure EmployeeResponsetoCustomerNeedsandRequests EmployeeResponsetoProblemCustomers UnpromptedandUnsolicitedEmployeeActionsandAttitudes Recovery
15、AcknowledgeproblemExplaincausesApologizeCompensate upgradeLayoutoptionsTakeresponsibility IgnorecustomerBlamecustomerLeavecustomertofendforhim herselfDowngradeActasifnothingiswrong DO DON T Adaptability RecognizetheseriousnessoftheneedAcknowledgeAnticipateAttempttoaccommodateExplainrules policiesTak
16、eresponsibilityExertefforttoaccommodate Promise thenfailtofollowthroughIgnoreShowunwillingnesstotryEmbarrassthecustomerLaughatthecustomerAvoidresponsibility DO DON T Spontaneity TaketimeBeattentiveAnticipateneedsListenProvideinformation evenifnotasked TreatcustomersfairlyShowempathyAcknowledgebyname ExhibitimpatienceIgnoreYell laugh swearStealfromorcheatacustomerDiscriminateTreatimpersonally DO DON T Coping ListenTrytoaccommodateExplainLetgoofthecustomer Takecustomer sdissatisfactionpersonallyLe
