McGraw Hill 2000TheMcGraw HillCompanies Chapter4 CUSTOMERPERCEPTIONSOFSERVICE ObjectivesforChapter4 CustomerPerceptionsofService ProvideyouwithdefinitionsandunderstandingofcustomersatisfactionandservicequalityShowthatserviceencountersorthe momentsoftruth arethebuildingblocksofcustomerperceptionsHighlightstrategiesformanagingcustomerperceptionsofservice Figure4 1CustomerPerceptionsofServiceQualityandCustomerSatisfaction ServiceQuality Reliability Responsiveness Assurance Empathy Tangibles ProductQuality Price PersonalFactors CustomerSatisfaction SituationalFactors FactorsInfluencingCustomerSatisfaction Product servicequalityProduct serviceattributesorfeaturesConsumerEmotionsAttributionsforproduct servicesuccessorfailureEquityorfairnessevaluations OutcomesofCustomerSatisfaction IncreasedcustomerretentionPositiveword of mouthcommunicationsIncreasedrevenues Figure4 3RelationshipbetweenCustomerSatisfactionandLoyaltyinCompetitiveIndustries Source JamesL Heskett W EarlSasser Jr andLeonardA Schlesinger TheServiceProfitChain NewYork NY TheFreePress 1997 p 83 ServiceQuality Thecustomer sjudgmentofoverallexcellenceoftheserviceprovidedinrelationtothequalitythatwasexpected Processandoutcomequalityarebothimportant TheFiveDimensionsofServiceQuality Abilitytoperformthepromisedservicedependablyandaccurately Knowledgeandcourtesyofemployeesandtheirabilitytoconveytrustandconfidence Physicalfacilities equipment andappearanceofpersonnel Caring individualizedattentionthefirmprovidesitscustomers Willingnesstohelpcustomersandprovidepromptservice Tangibles Reliability Responsiveness Assurance Empathy ExercisetoIdentifyServiceAttributes Ingroupsoffive chooseaservicesindustryandspend10minutesbrainstormingspecificrequirementsofcustomersineachofthefiveservicequalitydimensions Becertaintherequirementsreflectthecustomer spointofview Reliability Assurance Tangibles Empathy Responsiveness SERVQUALAttributes ProvidingserviceaspromisedDependabilityinhandlingcustomers serviceproblemsPerformingservicesrightthefirsttimeProvidingservicesatthepromisedtimeMaintainingerror freerecords KeepingcustomersinformedastowhenserviceswillbeperformedPromptservicetocustomersWillingnesstohelpcustomersReadinesstorespondtocustomers requests RELIABILITY RESPONSIVENESS EmployeeswhoinstillconfidenceincustomersMakingcustomersfeelsafeintheirtransactionsEmployeeswhoareconsistentlycourteousEmployeeswhohavetheknowledgetoanswercustomerquestions ASSURANCE GivingcustomersindividualattentionEmployeeswhodealwithcustomersinacaringfashionHavingthecustomer sbestinterestatheartEmployeeswhounderstandtheneedsoftheircustomersConvenientbusinesshours EMPATHY ModernequipmentVisuallyappealingfacilitiesEmployeeswhohaveaneat professionalappearanceVisuallyappealingmaterialsassociatedwiththeservice TANGIBLES TheServiceEncounter isthe momentoftruth occursanytimethecustomerinteractswiththefirmcanpotentiallybecriticalindeterminingcustomersatisfactionandloyaltytypesofencounters remoteencountersphoneencountersface to faceencountersisanopportunityto buildtrustreinforcequalitybuildbrandidentityincreaseloyalty Check In RequestWake UpCall Checkout BellboyTakestoRoom RestaurantMeal Figure4 4AServiceEncounterCascadeforaHotelVisit SalesCall OrderingSupplies Billing DeliveryandInstallation Servicing Figure4 5AServiceEncounterCascadeforanIndustrialPurchase CriticalServiceEncountersResearch GOAL understandingactualeventsandbehaviorsthatcausecustomerdis satisfactioninserviceencountersMETHOD CriticalIncidentTechniqueDATA storiesfromcustomersandemployeesOUTPUT identificationofthemesunderlyingsatisfactionanddissatisfactionwithserviceencounters SampleQuestionsforCriticalIncidentsTechniqueStudy Thinkofatimewhen asacustomer youhadaparticularlysatisfying dissatisfying interactionwithanemployeeof Whendidtheincidenthappen Whatspecificcircumstancesleduptothissituation Exactlywhatwassaidanddone Whatresultedthatmadeyoufeeltheinteractionwassatisfying dissatisfying CommonThemesinCriticalServiceEncountersResearch Recovery Adaptability Spontaneity Coping EmployeeResponsetoServiceDeliverySystemFailure EmployeeResponsetoCustomerNeedsandRequests EmployeeResponsetoProblemCustomers UnpromptedandUnsolicitedEmployeeActionsandAttitudes Recovery AcknowledgeproblemExplaincausesApologizeCompensate upgradeLayoutoptionsTakeresponsibility IgnorecustomerBlamecustomerLeavecustomertofendforhim herselfDowngradeActasifnothingiswrong DO DON T Adaptability RecognizetheseriousnessoftheneedAcknowledgeAnticipateAttempttoaccommodateExplainrules policiesTakeresponsibilityExertefforttoaccommodate Promise thenfailtofollowthroughIgnoreShowunwillingnesstotryEmbarrassthecustomerLaughatthecustomerAvoidresponsibility DO DON T Spontaneity TaketimeBeattentiveAnticipateneedsListenProvideinformation evenifnotasked TreatcustomersfairlyShowempathyAcknowledgebyname ExhibitimpatienceIgnoreYell laugh swearStealfromorcheatacustomerDiscriminateTreatimpersonally DO DON T Coping ListenTrytoaccommodateExplainLetgoofthecustomer Takecustomer sdissatisfactionpersonallyLe