The document discusses customer expectations and attitudes towards goods and services. It explains that customer attitudes are guided by their expectations and motivations. There are different types of customer attitudes: economizing customers focus on value, ethical customers consider corporate social responsibility, personalizing customers want customized experiences, and convenience customers prioritize ease. The document also outlines desired service expectations like ideal and normative expectations, and adequate expectations including experience-based, acceptable, and minimum tolerable expectations. It provides strategies for managing expectations during the pre-purchase, service encounter, and post-purchase phases as well as exceeding expectations through customer relationships, under-promising on service, and providing unusual service.

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Presented By
Dr. Niraj Chaudahri
Assistant Professor,
Sanjivani College of Engineering ,
Dept.of MBA,
Kopargaon
1
Sanjivani College of Engineering, Kopargaon
Department of MBA
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Service Operation Management-I
Customer Expectation and Attitudes

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Customer Expectation and Attitudes
• Customer Attitude towards Shopping (goods
and service ) are guided by their expectation
and motivation ,thus important to
understand the different types, goals and
attitudes of the customer .

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Customer Expectation

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Customer Attitude
• Economizing customer
• Ethical customer
• Personalizing customer
• Convenience customer

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Customer Attitude

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Customer Attitude

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Customer Attitude

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Customer expectation
1. Desired service expectation
2. Adequate service expectation

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Desired service expectation
• Ideal expectation
• Normative expectation

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Adequate service expectation
• Experience based expectations
• Acceptable expectation
• Minimum tolerable expectation

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Balancing Between Desired and Adequate service
Following factor help to Balancing Between Desired
and Adequate service :-
• Demonstrating fair-play.
• Being reliable
• Managing promises
• Improve process dimensions
• Building relationship

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Managing Customer Expectation
1.During the Pre-purchase Phase
2.During service encounter
3.During the post –purchase phase

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Exceeding Customer Expectation
Following three approaches for Exceeding Customer
Expectation:-
1.Customer Relationship.
2.Under the promise the service.
3. Unusual service as unique.

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Crating Customer Service Orientation
• Higher productivity –lower cost
• Higher employee satisfaction – higher
customer satisfaction.
• Improve quality –better result in sales
• Customer relationship – more repeat
purchase

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Internal Customer Service Orientation
• Operation orientation
• Sales orientation
• Finance orientation
• Technology implementation orientation

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External Customer Service Orientation
• Business Market orientation.
• Marketing orientation.
• Competitors orientations.
• Environmental variable orientation.

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Service Profit Chain

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Link of Service Profit Chain
1.Link between customer satisfaction and
customer loyalty
2.Link between customer loyalty and
profitability and growth.
3.Link between value and customer satisfaction
4.Link between employee productivity and
volume.
5.Link between quality and employee
satisfaction

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Importance of service Profit Chain
• Making an organization successfully.
• Recognizing changes in organization.
• Providing workforce of company for profit.
• Analyzing and improvement in operations.
• Study correlation between different
component .