4fddf09 Perceptions

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4fddf09 Perceptions

  1. 1. Amity Business School MBA Class of 2010, Semester III Customer Perceptions Prof. P K Bansal
  2. 2. PERCEPTIONS OF SERVICE <ul><li>Perceptions are always considered relative to expectations. </li></ul><ul><li>Expectations are dynamic evaluations. </li></ul><ul><li>Customers perceive services in terms of the quality of the service and how satisfied they are overall with their experiences. </li></ul>
  3. 3. Service Quality <ul><li>Service quality is a focused evaluation that reflects the customer’s perception of elements of service: </li></ul><ul><li>Interaction quality </li></ul><ul><li>Physical environment quality </li></ul><ul><li>Outcome quality </li></ul>
  4. 4. Satisfaction <ul><li>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. </li></ul><ul><li>It can also be reflected as Contentment, Pleasure, Delight or a sense of relief. </li></ul><ul><li>Satisfaction is a dynamic, moving target that may evolve over time. </li></ul>
  5. 5. Measure and manage customer Satisfaction and Service Quality <ul><li>Measure and track trends, diagnose problems, link to other customer-focused strategies like, employee training, reward system , and organizational structure etc. </li></ul><ul><li>Quality firm’s benefit in terms of market share, sales per employee, return on sales . </li></ul>
  6. 6. Aim for Quality and Satisfaction in every Service encounter. <ul><li>Aim for “ Zero defect ” or 100% satisfaction. </li></ul><ul><li>Understanding of customer expectations helps building relevant strategies in all 4 perceptual situations. </li></ul>
  7. 8. 1 - RECOVERY <ul><li>Used when service delivery system has not delivered the desired results and the employee is required to respond. </li></ul><ul><li>The content or form of the employee’s response makes the customer remember the event favourably or unfavourably. </li></ul><ul><li>Recovery strategies include: </li></ul><ul><li>Fail-safe your service- Do it right the first time. Adopt TQM, Poka Yokes . </li></ul><ul><li>Act quickly . Employees not only need the authority to act but they should not be punished for taking appropriate action. </li></ul>
  8. 9. 2 - ADAPTABILITY <ul><li>Customers judge service encounter quality in terms of flexibility of employees and the system. </li></ul><ul><li>Customer perceives that something special is being done for her and is pleased when the service provider puts forth the effort to accommodate. </li></ul><ul><li>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. </li></ul><ul><li>It requires knowledge of the service concept and service delivery system. </li></ul>
  9. 10. 3 - SPONTANEITY <ul><li>Includes pleasant surprises like, special attention, treated like royalty, receiving something nice but not requested. </li></ul><ul><li>Negative in this group represent, rude behaviour of employee, ignoring the customer etc. </li></ul><ul><li>Besides adopting the following strategies, the organisations should encourage employee’s positive spontaneous behaviour and discourage negative behaviour </li></ul>
  10. 11. <ul><li>Hire the right people . </li></ul><ul><li>Develop competencies and service inclination. </li></ul><ul><li>Empower employees. </li></ul><ul><li>Promote teamwork , “every one has a customer”. </li></ul><ul><li>Provide needed support systems . </li></ul><ul><li>Retain the best employees. </li></ul><ul><li>Develop service culture . </li></ul>
  11. 12. 4 - COPING <ul><li>Here, Uncooperative customers are the cause of their own dissatisfaction. </li></ul><ul><li>Nothing the employee could do would result in the customer feeling pleased about the encounter. </li></ul><ul><li>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. </li></ul>

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