Customer Perceptions of Service<br />MARKETING OF SERVICES<br />MBA<br />
CUSTOMER PERCEPTION OF QUALITY & CUSTOMER SATISFACTION<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />2<br />RELIABIL...
CUSTOMER SATISFACTION<br />WHAT IS <br />CUSTOMER SATISFACTION<br /><ul><li>Satisfaction is the consumer’s fulfillment res...
It is a judgment that a product or service feature or a product or service itself provides a pleasurable level of consumpt...
Consumer Emotions
Attributions for service success or failure
Perception of equity or fairness
Other consumers, family members and coworkers </li></ul>September 27, 2010<br />MOS (Som),FoM-GEU<br />3<br />
SERVICE QUALITY<br />SERVICE QUALITY<br /><ul><li>OUTCOME
INTERACTION, AND
PHYSICAL ENVIRONMENT QUALITY</li></ul>SERVICE QUALITY DIMENSIONS<br /><ul><li>RELIABILITY
RESPONSIVENESS
ASSURANCE
EMPATHY
TANGIBLES</li></ul>September 27, 2010<br />MOS (Som),FoM-GEU<br />4<br />
SERVICE ENCOUNTERSTHE BUILDING BLOCK FOR CUSTOMER PERCEPTIONS<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />5<br />S...
SERVICE ENCOUNTER CASCADE FOR A HOTEL VISIT<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />6<br />CHECK IN<br />BELLP...
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  1. 1. Customer Perceptions of Service<br />MARKETING OF SERVICES<br />MBA<br />
  2. 2. CUSTOMER PERCEPTION OF QUALITY & CUSTOMER SATISFACTION<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />2<br />RELIABILITY <br />SERVICE QUALITY<br />SITUATIONAL FACTORS<br />RESPONSIVENESS<br />ASSURANCE <br />EMPATHY<br />PRODUCT QUALITY<br />CUSTOMER SATISFACTION<br />CUSTOMER LOYALTY<br />TANGIBLES <br />PRICE<br />PERSONAL<br />FACTORS<br />
  3. 3. CUSTOMER SATISFACTION<br />WHAT IS <br />CUSTOMER SATISFACTION<br /><ul><li>Satisfaction is the consumer’s fulfillment response.
  4. 4. It is a judgment that a product or service feature or a product or service itself provides a pleasurable level of consumption related fulfillment</li></ul>WHAT DETERMINES<br />CUSTOMER SATISFACTION<br /><ul><li>Product and Service Features
  5. 5. Consumer Emotions
  6. 6. Attributions for service success or failure
  7. 7. Perception of equity or fairness
  8. 8. Other consumers, family members and coworkers </li></ul>September 27, 2010<br />MOS (Som),FoM-GEU<br />3<br />
  9. 9. SERVICE QUALITY<br />SERVICE QUALITY<br /><ul><li>OUTCOME
  10. 10. INTERACTION, AND
  11. 11. PHYSICAL ENVIRONMENT QUALITY</li></ul>SERVICE QUALITY DIMENSIONS<br /><ul><li>RELIABILITY
  12. 12. RESPONSIVENESS
  13. 13. ASSURANCE
  14. 14. EMPATHY
  15. 15. TANGIBLES</li></ul>September 27, 2010<br />MOS (Som),FoM-GEU<br />4<br />
  16. 16. SERVICE ENCOUNTERSTHE BUILDING BLOCK FOR CUSTOMER PERCEPTIONS<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />5<br />Service Encounters <br />or<br />Moments of truth<br />
  17. 17. SERVICE ENCOUNTER CASCADE FOR A HOTEL VISIT<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />6<br />CHECK IN<br />BELLPERSON TAKES CUSTOMER TO ROOM<br />RESTAURANT MEAL<br />WAKE UP CALL<br />CHECK OUT<br />
  18. 18. TYPES OF SERVICE ENCOUNTER<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />7<br />REMOTE ENCOUNTERS<br />PHONE<br />ENCOUNTERS<br />FACE TO FACE<br />ENCOUNTERS<br />
  19. 19. SERVICE ENCOUNTER THEMES<br />RECOVERY<br />ADAPTABILITY<br />SPONTANEITY<br />COPING<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />8<br />
  20. 20. SERVICE ENCOUNTER THEMES<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />9<br />
  21. 21. SERVICE ENCOUNTER THEMES<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />10<br />
  22. 22. SERVICE EVIDENCE<br />September 27, 2010<br />MOS (Som),FoM-GEU<br />11<br /><ul><li> Contact employees
  23. 23. Customer him/ herself
  24. 24. Other customers
  25. 25. Operational flow of activities
  26. 26. Steps in process
  27. 27. Flexibility verses standard
  28. 28. Technology verses human
  29. 29. Tangible Communication
  30. 30. Servicescape
  31. 31. Guarantees
  32. 32. Technology
  33. 33. Websites</li></li></ul><li>September 27, 2010<br />MOS (Som),FoM-GEU<br />12<br />SERVICE DECISION MAKING<br />FIRM’S MARKETING MIX<br />SOCIO CULTURAL FACTORS<br />PSYCHOLOGICAL FACTORS<br />PRODUCT FEATURES <br />PRICE <br />PROMOTION PLACEMENT<br />PERCEPTION LEARNING MOTIVATION PERSONALITY ATTITUDE<br />CULTURE DEMOGRAPHIES<br />SOCIAL CLASS REFERENCE GROUP<br />FAIMLY<br />Target Customer<br />Do I need the product? More information?<br />If yes, where do I get more information?<br />I should evaluate the information to rank the option?<br />And I should finally decide on.<br />Should I make a purchase?<br />Or, should I postpone it now?<br />Reject all the choices?<br />Purchase<br />No purchase<br />FEEDBACK<br />
  34. 34. September 27, 2010<br />MOS (Som),FoM-GEU<br />13<br />MOTIVATION AND CONSUMER BEHAVIOUR<br />
  35. 35. September 27, 2010<br />MOS (Som),FoM-GEU<br />14<br />CONSUMER PERCEPTION PROCESS<br />PHYSIOLOGICAL SCREEN<br /> (SENSORY)<br />Sight<br />Hearing<br />Taste <br />Smell<br /> <br />NON-AWARENESS (INEFFECTIVE MESSAGE)<br />PHYSICAL DATA<br />(STIMULI)<br />SPONSORED<br />Advertisement<br />Sales Promotion<br />Displays<br />Price Tags<br />NON-SPONSORED<br />Media News<br />Conversation with others<br />NON-AWARENESS (INEFFECTIVE MESSAGE)<br />PSYCHOLOGICAL SCREEN<br /> (EMOTIONAL)<br />Personality <br />Self concept<br />Belief & Attitude<br />Learning & Habits<br />NON-AWARENESS (INEFFECTIVE MESSAGE)<br />
  36. 36. September 27, 2010<br />MOS (Som),FoM-GEU<br />15<br />CONSUMER DECISION FRAMEWORK<br />SOCIAL FACTORS<br />CULTURAL FACTORS<br />FAMILY INFLUENCE<br />REFERENCE GROUP INFLUENCE<br />ROLES & STATUS<br />CULTURE SUB-CULTURE SOCIAL CLASS<br />CONSUMER AS DECISION MAKER<br />DEMOGRAPHIC FACTORS<br />PSYCHOLOGICAL FACTORS<br />AGE & FAMILY LIFE CYCLE <br />OCCCUPATION<br />ECONOMIC CIRCUMTANCES <br />PERESONALITY & SELF CONCEPT<br />PSYCHOGRAPHIC PERSONALITY<br />BELIEFS & ATTITUDE<br />LEARNING<br />
  37. 37. September 27, 2010<br />MOS (Som),FoM-GEU<br />16<br />COGNITIVE LEARNING CONDITIONAL LEARNING<br />Need Awareness (Cognition) Stimulus (Say, an ad)<br /> <br />Memory and Thinking Need Arousal<br /> (Use of mental files)<br /> <br /> Knowledge Application Response (purchase)<br />   <br /> Positive Negative Post Purchase Post Purchase Experience Experience Satisfaction Disatisfaction<br />  <br />Behaviour applied <br /> to satisfy needs <br /> Outcome/ Result Repeat Purchase Rejection<br />
  38. 38. September 27, 2010<br />MOS (Som),FoM-GEU<br />17<br />BATISON’S MODEL OF RELATIONSHIPS AMONG <br />SOURCES OF CONSUMER SATISFACTION WITH SERVICE<br />WORD OF MOUTH COMMUNICATION<br />PERCIEVED SERVICE<br />EXPECTED SERVICE<br />PAST EXPERIENCE<br />PERCEPTION<br />ADVERTISING<br />CONTACT SERVICE PERSONNEL<br />TECHNICAL SERVICE QUALITY<br />

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