Service Marketing Chapter Summery
MBA Assignment
2nd Mid Makeup
Chapter 6
Summary: Listening to Customers Through Research
Understanding customer expectations is required for delivering superior service. The chapter states that the customers compare perceptions with expectations when judging a firm’s services. However, the nature of customer service expectations and how they are formed has remained ambiguous. Researchers have defined customer service expectations in a variety of ways but with no conceptual framework to link different types of expectations. At this point it indicates their interactions in influencing perceptions of service performance connect expectation with perception. Listening to customers through research is how the bridge between expectation and perception actually takes place. To get the thorough idea and to make a perfect offering, there are certain steps to follow.
Before going to any consumers, we have to identify what are the information we are looking for and how we are choosing to gather that information. To discover customer requirements or expectations for service, to monitor and track service performance to assess overall company performance compared with that of competition, to assess gaps between customer expectations and perceptions, to identify dissatisfied customers, so that service recovery can be attempted, to gauge effectiveness of changes in service delivery, to appraise the service performance of individuals and teams for evaluation, recognition, and rewards, to determine customer expectations for a new service to monitor changing customer expectations in an industry and to forecast future expectations of customers.
A service research program can be defined as the composite of separate research studies and types needed to address research objectives and execute an overall measurement strategy.
Many types of research could be considered in a research program. By selecting the best criterion, the research program will be successful using both qualitative
2nd Mid Makeup
Chapter 6
Summary: Listening to Customers Through Research
Understanding customer expectations is required for delivering superior service. The chapter states that the customers compare perceptions with expectations when judging a firm’s services. However, the nature of customer service expectations and how they are formed has remained ambiguous. Researchers have defined customer service expectations in a variety of ways but with no conceptual framework to link different types of expectations. At this point it indicates their interactions in influencing perceptions of service performance connect expectation with perception. Listening to customers through research is how the bridge between expectation and perception actually takes place. To get the thorough idea and to make a perfect offering, there are certain steps to follow.
Before going to any consumers, we have to identify what are the information we are looking for and how we are choosing to gather that information. To discover customer requirements or expectations for service, to monitor and track service performance to assess overall company performance compared with that of competition, to assess gaps between customer expectations and perceptions, to identify dissatisfied customers, so that service recovery can be attempted, to gauge effectiveness of changes in service delivery, to appraise the service performance of individuals and teams for evaluation, recognition, and rewards, to determine customer expectations for a new service to monitor changing customer expectations in an industry and to forecast future expectations of customers.
A service research program can be defined as the composite of separate research studies and types needed to address research objectives and execute an overall measurement strategy.
Many types of research could be considered in a research program. By selecting the best criterion, the research program will be successful using both qualitative