This document discusses customer perceptions of service quality. It begins by defining key terms like customer satisfaction, service quality, and service encounters. It then lists objectives for understanding how these concepts influence customer perceptions. Several factors that influence customer satisfaction are identified, including product/service quality, price, personal factors, and situational factors. The five key dimensions of service quality - reliability, responsiveness, assurance, empathy, and tangibles - are explained. Different types of service encounters are described, including remote, phone, and face-to-face encounters. Overall, the document provides an overview of concepts and factors that shape customer perceptions of services.
Service Marketing/ Growth/ characteristics/classification/service marketing m...viveksangwan007
Punjab Technical University- Scheme and Syllabus of Masters of Business Administration (MBA) Batch 2012 onwards, course code MBA 906 -Service Marketiing
Service Marketing/ Growth/ characteristics/classification/service marketing m...viveksangwan007
Punjab Technical University- Scheme and Syllabus of Masters of Business Administration (MBA) Batch 2012 onwards, course code MBA 906 -Service Marketiing
Service Quality and Service Performance evaluationAshish Awasthi
This slideshow explains the concept of customer satisfaction, service quality, customer complaints and recovery management, SERVQUAL model, RATER model
Customer Service Vs Customer Experience.pptxQuickmetrix
Customer experience (CX) encompasses the overall perception and interaction a customer has with a brand throughout their entire journey. It involves every touchpoint and interaction a customer has with a company, including pre-purchase, purchase, and post-purchase stages. Customer experience focuses on the emotions, feelings, and overall satisfaction of the customer.
Customer Service Vs Customer Experience.pptxQuickmetrix
QuickMetrix tools enable businesses to collect and analyze customer feedback through surveys, reviews, and social media channels. They help businesses understand customer sentiment, identify areas for improvement, and track customer satisfaction.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Service Quality and Service Performance evaluationAshish Awasthi
This slideshow explains the concept of customer satisfaction, service quality, customer complaints and recovery management, SERVQUAL model, RATER model
Customer Service Vs Customer Experience.pptxQuickmetrix
Customer experience (CX) encompasses the overall perception and interaction a customer has with a brand throughout their entire journey. It involves every touchpoint and interaction a customer has with a company, including pre-purchase, purchase, and post-purchase stages. Customer experience focuses on the emotions, feelings, and overall satisfaction of the customer.
Customer Service Vs Customer Experience.pptxQuickmetrix
QuickMetrix tools enable businesses to collect and analyze customer feedback through surveys, reviews, and social media channels. They help businesses understand customer sentiment, identify areas for improvement, and track customer satisfaction.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Customer Perceptions of Service
Customer Perceptions
Customer Satisfaction
Service Quality
Service Encounters: The
Building Blocks for Customer
Perceptions
3. Objectives for Chapter 5:
Consumer Perceptions of Service
Provide a solid basis for understanding what influences customer perceptions of service
and the relationships among customer satisfaction, service quality, and individual service
encounters.
Demonstrate the importance of customer satisfaction—what it is, the factors that
influence it, and the significant outcomes resulting from it.
Develop critical knowledge of service quality and its five key dimensions: reliability,
responsiveness, empathy, assurance, and tangibles.
Show that service encounters or the “moments of truth” are the essential building
blocks from which customers form their perceptions.
4. The customer is . . .
Anyone who receives the company’s
services, including:
External customers (outside the
organization, business customers, suppliers,
partners, end consumers)
Internal customers (inside the organization,
e.g., other departments, fellow employees)
5. Customer Perceptions of Service Quality and
Customer Satisfaction
Service
Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Product
Quality
Price
Personal
Factors
Customer
Satisfaction
Situational
Factors
Customer
Loyalty
6. Factors Influencing Customer
Satisfaction
Product quality
Service quality
Price
Specific product or service features
Consumer emotions
Attributions for service success or failure
Perceptions of equity or fairness
Other consumers, family members, and coworkers
Personal factors
Situational factors
7. What Determines Customer Satisfaction? (i)
Product and Service Features - For a service such as a resort hotel, important features
might include the pool area, access to golf facilities, restaurants, room comfort and
privacy, helpfulness and courtesy of staff, room price, and so on.
Consumer Emotions - Think of times when you are at a very happy stage in your life
(such as when you are on holiday), and your good, happy mood and positive frame of
mind have influenced how you feel about the services you experience. Alternatively,
when you are in a bad mood, your negative feelings may carry over into how you
respond to services.
Attributions for Service Success or Failure - if a customer of a weight-loss organisation
fails to lose weight as hoped for, he or she will likely search for the causes – was it
something he or she did, was the diet plan ineffective or did circumstances simply not
allow him or her to follow the diet regime – before determining his or her level of
satisfaction or dissatisfaction with the weight-loss company.
8. Perceptions of Equity or Fairness - Customers ask themselves: have I been
treated fairly com- pared with other customers? Did other customers get
better treatment, better prices, or better quality service? Did I pay a fair
price for the service? Was I treated well in exchange for what I paid and the
effort I expended?
Other Consumers, Family Members and Co-workers - consumer
satisfaction is often influenced by other For example, satisfaction with a
family holiday is a dynamic phenomenon, influenced by the reactions and
expressions of individual family members over the duration of the holiday.
What Determines Customer Satisfaction? (ii)
10. Relationship between Customer Satisfaction
and Loyalty in Competitive Industries
0%
20%
40%
60%
80%
100%
Very
dissatisfied
Dissatisfied Neither
satisfied nor
dissatisfied
Satisfied Very
satisfied
Satisfaction measure
Loyalty
(retention)
Source: James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger, The Service Profit Chain, (New York, NY: The Free Press, 1997), p. 83.
11. Customer Gap
What is Service Quality?
The Customer Gap
Service quality is the customer’s judgment of overall excellence of the service provided in
relation to the quality that was expected.
12. Service Quality
The customer’s judgment of overall excellence of the
service provided in relation to the quality that was
expected.
Service quality assessments are formed on judgments of:
Outcome quality
Interaction quality
Physical environment quality
13. The Five Dimensions of Service Quality
Ability to perform the promised service dependably and
accurately.
Knowledge and courtesy of employees and their ability
to inspire trust and confidence.
Physical facilities, equipment, and appearance of
personnel.
Caring, individualized attention the firm provides its
customers.
Willingness to help customers and provide prompt
service.
Tangibles
Reliability
Responsiveness
Assurance
Empathy
14. SERVQUAL Attributes (i)
Providing service as promised
Dependability in handling customers’ service
problems
Performing services right the first time
Providing services at the promised time
Maintaining error-free records
Keeping customers informed as to when services will be performed
Prompt service to customers
Willingness to help customers
Readiness to respond to customers’ requests
RELIABILITY
RESPONSIVENESS
15. Employees who instill confidence in customers
Making customers feel safe in their transactions
Employees who are consistently courteous
Employees who have the knowledge to answer
customer questions
ASSURANCE
Giving customers individual attention
Employees who deal with customers in a caring
fashion
Having the customer’s best interest at heart
Employees who understand the needs of their
customers
Convenient business hours
EMPATHY
Modern equipment
Visually appealing facilities
Employees who have a neat, professional
appearance
Visually appealing materials associated with
the service
TANGIBLES
SERVQUAL Attributes (ii)
16. How Customers Judge the Five Dimensions of
Service Quality (i)
Responsiveness
Accessible; No waiting;
respond to requests
Assurance
Knowledgeable
machines
Tangibles
Repair facility; waiting
area; uniforms;
equipment
Empathy
Acknowledges customer
by name; remembers
previous problems and
preferences
Car repair
(Consumer)
Reliability
Problem fixed the first
time and ready when
promised
17. How Customers Judge the Five Dimensions of
Service Quality (ii)
Reliability
Flights to promised
destination depart and
arrive on schedule
Responsiveness
Prompt and speedy
system for ticketing, in-
flight baggage handling
Empathy
Understands special
individual needs;
anticipates customer
needs
Tangibles
Aircraft; ticketing
counters; baggage area;
uniforms
Assurance
Trusted name; good
safety record,
competent employees
Airline
(Consumer)
18. How Customers Judge the Five Dimensions of
Service Quality (iii)
Responsiveness
Accessible; no waiting;
willingness to listen
Empathy
Acknowledges patients
as a person; remembers
previous problems; listen
well; has patience
Tangibles
Waiting room; exam
room; equipment;
written materials,
Assurance
Knowledge; skills;
credentials; reputation
Medical care
(Consumer)
Reliability
Appointments are kept
on schedule; diagnoses
prove accurate
19. The Service Encounter
is the “moment of truth” Each customer contact is called a moment of truth
This occurs any time the customer interacts with the firm
That has the ability to either satisfy or dissatisfy consumers when contact
A service recovery is satisfying a previously dissatisfied customer and making them a loyal
customer
can potentially be critical in determining customer satisfaction and loyalty
is an opportunity to:
build trust
reinforce quality
build brand identity
increase loyalty
Moments of Truth
23. • The encounters that occur without any direct human contact.
• Remote encounters also occur when the firm sends its billing statements or
communicates other types of information to customers by mail. Although
there is no direct human contact in these remote encounters, each
represents an opportunity for the firm to reinforce or establish quality
perceptions in the customer.
• In remote encounters the tangible evidence of the service and the quality of
the technical processes and systems become the primary bases for judging
quality. More and more services are being delivered through technology,
particularly with the advent of Internet applications.
Retail purchases, airline ticketing, repair and maintenance
troubleshooting, and package and shipment tracking.
Types of Encounters (i)
Remote encounters (i)-
24. Such as
When a customer interacts with a bank through the ATM system,
With a car park management company through an automated ticketing
machine,
With a retailer through its Internet website or with a mail-order service through
automated touch-tone telephone ordering.
Remote encounters (ii)-
Types of Encounters (ii)
25. Phone encounters
In many organizations (such as insurance companies, utilities and telecommunications), the
most frequent type of encounter between an end customer and the firm occurs over the
telephone (telephone encounters).
Almost all firms (whether goods manufacturers or service businesses) rely on telephone
encounters to some extent for customer service, general inquiry or order-taking functions.
The judgment of quality in telephone encounters is different from remote encounters,
because there is greater potential variability in the interaction. Tone of voice, employee
knowledge and effectiveness/efficiency in handling customer issues become important
criteria for judging quality in these encounters.
Types of Encounters (iii)
26. Face-to-face encounters-
A third type of encounter is the one that occurs between an employee and a customer in
direct contact (face-to-face encounters). Both verbal and non-verbal behaviors are important
determinants of quality, as are tangible cues such as employee dress and other symbols of
service (equipment, informational brochures, physical setting). In face-to-face encounters
the customer also plays a role in creating quality service for himself or herself through his or
her own behavior during the interaction.
Determining and understanding service quality issues in face- to-face contexts is the most
complex of all.
At Disney theme parks, face-to-face encounters occur between customers and ticket-takers,
maintenance personnel, actors in Disney character costumes, ride personnel, food and beverage
servers, and others.
For a company such as Ericsson, in a business-to-business setting direct encounters occur
between the business customer and salespeople, delivery personnel, maintenance
representatives and professional consultants.
Types of Encounters (iv)
27. Satisfaction Mirror
Higher Customer
Satisfaction
More Familiarity with
Customer Needs and
Ways of Meeting Them
Greater Opportunity for
Recovery
from Errors
Higher Employee
Satisfaction
Higher Productivity
Improved Quality
of Service
More
Repeat
Purchases
Stronger Tendency to
Complain about
Service Errors
Lower Costs
Better Results
30. Common Themes in Critical
Service Encounters Research
Recovery: Adaptability:
Spontaneity:
Coping:
employee response
to service delivery
system failure
employee response
to customer needs
and requests
employee response
to problem customers
unprompted and
unsolicited employee
actions and attitudes
35. Recovery
Acknowledge problem
Explain causes
Apologize
Compensate/upgrade
Lay out options
Take responsibility
Ignore customer
Blame customer
Leave customer to fend for
him/herself
Downgrade
Act as if nothing is wrong
DO DON’T
36. Adaptability
Recognize the seriousness
of the need
Acknowledge
Anticipate
Attempt to accommodate
Explain rules/policies
Take responsibility
Exert effort to
accommodate
Promise, then fail to follow
through
Ignore
Show unwillingness to try
Embarrass the customer
Laugh at the customer
Avoid responsibility
DO DON’T
37. Spontaneity
Take time
Be attentive
Anticipate needs
Listen
Provide information (even
if not asked)
Treat customers fairly
Show empathy
Acknowledge by name
Exhibit impatience
Ignore
Yell/laugh/swear
Steal from or cheat a
customer
Discriminate
Treat impersonally
DO DON’T
38. Coping
Listen
Try to accommodate
Explain
Let go of the customer
Take customer’s
dissatisfaction personally
Let customer’s
dissatisfaction affect
others
DO DON’T
39. Because services are intangible, customers are searching for evidence of service in every
interaction they have with an organisation.
There are three major categories of evidence as experienced by the customer: people,
process and physical evidence. These categories together represent the service and
provide the evidence that makes the offering tangible.
The new mix elements essentially are the evidence of service in each moment of truth. All
these evidence elements, or a subset of them, are present in every service encounter a
customer has with a service firm and are critically important in managing service encounter
quality and creating customer satisfaction.
For example, when a dental patient has an
appointment with a local dentist, the first
encounter of the visit is frequently with a
receptionist in a dental waiting area.
40. Evidence of Service from the
Customer’s Point of View
People
Process
Physical
Evidence
Contact employees
Customer him/herself
Other customers
Operational flow of activities
Steps in process
Flexibility vs. standard
Technology vs. human
Tangible communication
Services- cape
Guarantees
Technology