The document discusses consumer perceptions of service quality. It outlines several key points: 1. Customer satisfaction is influenced by perceptions of service quality, which are formed based on individual service encounters. Service quality has five dimensions: reliability, responsiveness, empathy, assurance, and tangibles. 2. Service encounters are critical moments that shape customer perceptions and satisfaction. They can build trust and loyalty or undermine the customer experience. 3. Reliability refers to consistently delivering on promises, such as on-time delivery. Responsiveness means providing prompt service and assistance. Assurance and empathy involve caring, knowledgeable staff who treat customers as individuals. Tangibles represent the physical aspects of a service.

1. Consumer Perception Of Service
Presented By :
SACHIN HEDAU
PGDM-V
Disha Technical Campus

2. This Objectives are………..
 Influences on customer perceptions of service and the
relationships among customer satisfaction, service quality,
and individual service encounters.
 Importance of customer satisfaction—what it is, the factors
that influence it, and the significant outcomes resulting from
it.
 Service quality and its five key dimensions: reliability,
responsiveness, empathy, assurance, and tangibles.
 Service encounters or “moments of truth” are the essential
building blocks from which customers form their perceptions.

3. This Objectives are………..
1. Provide a solid basis for understanding what influences
customer perceptions of service and the relationships among
customer satisfaction, service quality ,and individual service
encounter.
Customer Perception Customer Satisfaction
Service Quality
Individual Service
Encounter

4. Customer Perceptions
Perception is the process by which people select, organize, and interpret
information.
The way in which individuals analyze and interpret incoming information
and make sense of it.
 Perception is the cognitive impression that is formed of "reality" which in
turn influences the individual's actions and behavior toward that object.
EXAMPLES
Advertizing that is directed at the creation of a
specific image or perception of a Company, Product, or Service.
Mouth Publicity.
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5. Customer Satisfaction
Offer
Service
By
Customers
Fulfill
Demand+
By
Service Providers
=
Satisfaction
By
Consumers S3

6. Service Quality
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7. Individual Service Encounter
Is the “moment of truth”
Occurs any time the customer interacts with the firm
Can potentially be critical in determining customer satisfaction
and loyalty
Types of encounters:
Remote encounters, phone encounters, face-to-face
encounters.
Is an opportunity to:
build trust
reinforce quality
build brand identity
increase loyalty
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8. Customer Perceptions
Example
According to determinant of Customer Satisfaction:
Product and Service
Features
Product : HOTEL
Service : Resort Hotel.
Service Features : The Pool Area, Access to golf facilities, room comfort
and privacy, room price, price level versus quality versus friendliness of
personnel versus level of customization.
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9. Consumer Emotion
 Personal Factor.
Situational Factor.
Consumer Moods.
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10. Service Success
&
Failure
Other Consumer,
Family Member,
Coworkers
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11. Reliability:
Delivering on
Promises
Ability to perform the promised service
dependably and accurately.
The Company delivers on its promises- promises about delivery, service
provision, problem resolution, and pricing.Customer want to do business with
companies that keeo their promises,particularly their promises about the
service outcomes and core service attributes.
Examples:
Such as Telecommunication:
Ariel, Idea, Reliance associates
(Demo Sims, New Sims,Land Line
Connections )
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12. Responsiveness
Willingness to help customers and provide
prompt service.
Attentiveness and promptness in dealing with customer requests,
questions,complaints,and problems.
Responsiveness is communicated to customers by the length of time
they have to wait for assistance (help), answers to questions, or attention
to problems.
Examples:
Call Centers, Banking Services, Income Tax Services,
Education Services and etc..
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13. Assurance: Inspiring trust and
Confidence
 Employee’s Knowledge and courtesy (manner) and their ability to
inspire trust and confidence.
 Assurance (Ashwasan) : Important for services that customers perceive as
high risk or for services of which they feel uncertain about their ability to
evaluate outcomes.
Trust and Confidence: It may be embodied in the person who links the
customer to the company.
Examples: Banking, Insurance, Brokerage, Medical, Legal Services. In these service
contexts the company seeks to build trust and loyalty between key contact people and
individual customers. (Coordination between the Consumer and Company)
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14. Empathy: Treating Customer as
Individuals
 Caring, Individualized attention given to customer.
 The essence of empathy is conveying, through personalized or customized
services, that customers are unique and special and their needs are understood.
Personnel at small services firms often know customers by name an build
relationships that reflect their personal knowledge of customer requirements
and preferences.
Examples : Private Clubs, Government Clubs, VVIPS, Loyal Customers
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15. Tangibles: Representing the Service
Physically
 Appearance of Physical facilities, equipment, personnel, and written
material .
 Physical representation or images of the service that customer, particularly
new customer, will use to evaluate quality. Service industries emphasize
tangibles in their strategies include hospitality services.
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16. SERVQUAL Attributes
Reliability:
Delivering on
Promises
 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.
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17. Responsiveness
 Keeping customers informed as to when
services will be performed.
 Prompt service to customers.
 Willingness to help customers.
 Readiness to respond to customers’
requests.
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18. Assurance: Inspiring trust and
Confidence
 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.
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19. Empathy: Treating Customer as
Individuals
 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.
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20. Tangibles: Representing the Service
Physically
 Modern equipment.
 Visually appealing facilities.
 Employees who have a neat, professional
appearance.
 Visually appealing materials associated with the
service.
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21. A Service Encounter Cascade
for a Hotel Visit
Checkout
Check-In
Request Wake-Up Call
Bellboy Takes to Room
Restaurant Meal
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22. A Service Encounter
Cascade for an Industrial Purchase
Sales Call
Ordering Supplies
Billing
Delivery and Installation
Servicing