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4fddf09 Perceptions

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  • 1. Amity Business School MBA Class of 2010, Semester III Customer Perceptions Prof. P K Bansal
  • 2. PERCEPTIONS OF SERVICE
    • Perceptions are always considered relative to expectations.
    • Expectations are dynamic evaluations.
    • Customers perceive services in terms of the quality of the service and how satisfied they are overall with their experiences.
  • 3. Service Quality
    • Service quality is a focused evaluation that reflects the customer’s perception of elements of service:
    • Interaction quality
    • Physical environment quality
    • Outcome quality
  • 4. Satisfaction
    • Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or service features, or the service itself, provides a pleasurable level of consumption-related fulfillment.
    • It can also be reflected as Contentment, Pleasure, Delight or a sense of relief.
    • Satisfaction is a dynamic, moving target that may evolve over time.
  • 5. Measure and manage customer Satisfaction and Service Quality
    • Measure and track trends, diagnose problems, link to other customer-focused strategies like, employee training, reward system , and organizational structure etc.
    • Quality firm’s benefit in terms of market share, sales per employee, return on sales .
  • 6. Aim for Quality and Satisfaction in every Service encounter.
    • Aim for “ Zero defect ” or 100% satisfaction.
    • Understanding of customer expectations helps building relevant strategies in all 4 perceptual situations.
  • 7.  
  • 8. 1 - RECOVERY
    • Used when service delivery system has not delivered the desired results and the employee is required to respond.
    • The content or form of the employee’s response makes the customer remember the event favourably or unfavourably.
    • Recovery strategies include:
    • Fail-safe your service- Do it right the first time. Adopt TQM, Poka Yokes .
    • Act quickly . Employees not only need the authority to act but they should not be punished for taking appropriate action.
  • 9. 2 - ADAPTABILITY
    • Customers judge service encounter quality in terms of flexibility of employees and the system.
    • Customer perceives that something special is being done for her and is pleased when the service provider puts forth the effort to accommodate.
    • Employee should know, when and how the system can be flexed , and when and how to explain to customer why a particular request cannot be granted.
    • It requires knowledge of the service concept and service delivery system.
  • 10. 3 - SPONTANEITY
    • Includes pleasant surprises like, special attention, treated like royalty, receiving something nice but not requested.
    • Negative in this group represent, rude behaviour of employee, ignoring the customer etc.
    • Besides adopting the following strategies, the organisations should encourage employee’s positive spontaneous behaviour and discourage negative behaviour
  • 11.
    • Hire the right people .
    • Develop competencies and service inclination.
    • Empower employees.
    • Promote teamwork , “every one has a customer”.
    • Provide needed support systems .
    • Retain the best employees.
    • Develop service culture .
  • 12. 4 - COPING
    • Here, Uncooperative customers are the cause of their own dissatisfaction.
    • Nothing the employee could do would result in the customer feeling pleased about the encounter.
    • Managers need to acknowledge that, “ customer is not always right ”, nor she always behave in acceptable ways. So, they should also be given training and tools to deal with problem customers.

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