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Chapter 4 Customer Perceptions of Service (Dimensions of Service…
Chapter 4
Customer Perceptions
of Service
Customer Perception
focus of this chapter is on the perceived service box in the gaps model
Defination: Subjective assessments of actual service experiences
Keep in mind
:
Perception are always considered related to expectation
Expectations & perceptions are both dynamic; they each may shift over time
service quality & satisfaction are based on customer's perceptions of the service- not some predetermined obj criteria
Satisfaction vs
Service Quality
Both based on customer's perceptions
Satisfaction : broader concept that includes perceptions of situational factors & personal factors, product quality, service quality, price
Service quality is a component of satisfaction,focuses on dimensions of service
Customers have transaction-specific perceptions as well as overall perceptions of a company, a service, an industry
Factors Influencing
Customer Satisfaction
Product & service features
Perceptions of product & service quality
Price
Customer emotions
Attributions for service success / failure
Perceptions of equity / fairness
Other customers, family members & coworkers
Outcomes of
Customer Satisfaction
Increased Customer Loyalty
Positive word-of-mouth communication
Increased revenues
Increased return to shareholders
Service Quality
is the judgment of overall excellence of the service provided in relation to the quality that was expected
Service Quality assessments are formed on judgement of:
Outcome quality
Interaction quality
Physical environment quality
Dimensions of
Service Quality
Reliability
ability to perform the promised service dependably
and accurately
Assurance
knowledge & courtesy of employees & their ability
to inspire trust & confidence
Tangibles
appearance of physical facilities, equipment & appearance
of personnel
Empathy
caring, individualized attention the firm provides its customers
Responsiveness
willingness to help customers & provide prompt service
E- Service
Quality
E-S-QUAL is the extent to which a website facilitates
efficient & effective shopping, purchasing, & delivery
Four Core Dimensions
to judge website
Efficiency
The ease & speed of accessing & using the site
Fulfillment
the extent to which the site's promises about order
delivery & item availability are fulfilled
System Availability
the correct technical functioning of the site
Privacy
the degree which the site is safe & protects
customer information
3 RECOVERY
SERVICE Dimension
Responsivenss
the effective handling of problems
& return through the site
Compensation
the degree to which the site compensates
customers for problems
Contact
The availability of assistance through
telephone / online representatives
Customer Effort
is another driver of customer loyalty that is
distinct from quality & satisfaction
The Service
Encounter
impression of service occurs in the
service encounter when the customer
interacts with the service firm.
is the '' moment of truth''
Types of Service
Encounters
Remote encounters
occur when no direct human contact;
automated; the bases for quality evaluation
are tangibles & technical processes
Technology-mediated
encounters
communication with a real person in real
time via talk, text, live chats;the bases for
quality evaluations are tone of voice,
employee knowledge, & efffectiveness
Face to face
encounters
direct personal contact between an
employee & a customer; bases for quality
are verbal & non-verbal cues, symbols
Common Themes in Critical
Service Encounters Research
Recovery
Employee response to service delivery system failure
Adaptability
Employee response to customer needs & requests
Spontaneity
Unprompted & unsolicited employee actions
Coping
Employee response to problem customers