Ch 5 services marketing2817

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Ch 5 services marketing2817

  1. 1. Contact: +923006641921 Usman Waheed 1 SM BELTEI INTERNATIONAL UNIVERSITY Faculty of Business Administration Bachelor’s Program Moeung Phanny Master of Business Administration (MBA) / ( MJM ) Tel: 011 78 78 80 E-mail: phannyart@yahoo.com
  2. 2. 2 SMSM Part 3 LISTENING TO CUSTOMER THROUGH RESEARCH UNDERSTANDING CUSTOMER REQUIREMENTS Chapter 5
  3. 3. 3 SM Objectives for Chapter 5: Understanding Customer Expectations and Perceptions through Marketing Research • Present the types of and guidelines for marketing research in services • Show the ways that marketing research information can and should be used for services • Describe the strategies by which companies can facilitate interaction and communication between management and customers • Present ways that companies can and do facilitate interaction between contact people and management
  4. 4. 4 SM Common Research Objectives for Services • To identify dissatisfied customers • To discover customer requirements or expectations • To monitor and track service performance • To assess overall company performance compared to competition • To assess gaps between customer expectations and perceptions • To gauge effectiveness of changes in service • To appraise service performance of individuals and teams for rewards • To determine expectations for a new service • To monitor changing expectations in an industry • To forecast future expectations
  5. 5. 5 SM Figure 5-1 Criteria for An Effective Services Research Program Research Objectives Includes Perceptions and Expectations of Customers Includes Measures of Loyalty or Behavioral Intentions Includes Statistical Validity When Necessary Measures Priorities or Importance Occurs with Appropriate Frequency
  6. 6. 6 SM Portfolio of Services Research Customer Complaint Solicitation “Relationship” Surveys Post-Transaction Surveys Customer Focus Groups “Mystery Shopping” of Service Providers Employee Surveys Lost Customer Research Identify dissatisfied customers to attempt recovery; identify most common categories of service failure for remedial action Obtain customer feedback while service experience is still fresh; act on feedback quickly if negative patterns develop Use as input for quantitative surveys; provide a forum for customers to suggest service-improvement ideas Assess company’s service performance compared to competitors; identify service-improvement priorities; track service improvement over time Measure individual employee service behaviors for use in coaching, training, performance evaluation, recognition and rewards; identify systemic strengths and weaknesses in service Measure internal service quality; identify employee- perceived obstacles to improve service; track employee morale and attitudes Determine the reasons why customers defect Research Objective Type of Research Future Expectations Research To forecast future expectations of customers To develop and test new service ideas
  7. 7. 7 SM Stages in the Research Process • Stage 1 : Define Problem • Stage 2 : Develop Measurement Strategy • Stage 3 : Implement Research Program • Stage 4 : Collect and Tabulate Data • Stage 5 : Interpret and Analyze Findings • Stage 6 : Report Findings
  8. 8. 8 SM Figure 5-5 Service Quality Perceptions Relative to Zones of Tolerance by Dimensions Retail Chain 9 8 7 6 5 4 3 2 1 0 Reliability Responsiveness Assurance Empathy Tangibles OO O O Zone of Tolerance S.Q. PerceptionO O
  9. 9. 9 SM Service Quality Perceptions Relative to Zones of Tolerance by Dimensions Computer Manufacturer 10 8 6 4 2 0 Reliability Responsiveness Assurance Empathy Tangibles OO O O O Zone of Tolerance S.Q. PerceptionO
  10. 10. 10 SM Figure 5-6 Importance/Performance Matrix HIGH HIGH LOW Performance Importance           Attributes to Improve Attributes to Maintain High Leverage Attributes to De-emphasizeAttributes to Maintain Low Leverage
  11. 11. Contact: +923006641921 Usman Waheed 11 SM THANK YOU FOR YOUR ATTENTION ! A n y q u e s t i o n ?

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