customer_expectations_of_service_3_116

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Customer Expectations of Service:

Customer Expectations of Service Expectations differ from culture to culture

Customer Expectations of Service:

Customer Expectations of Service Meaning and Types of Service Expectations Factors that Influence Customer Expectations of Service Issues Involving Customer Service Expectations

Customer Expectations of Service:

Customer Expectations of Service Are beliefs about delivery that serve as standards or reference points against which performance is judged

Levels of Customer Expectations:

Levels of Customer Expectations

Types of Expectations about Service:

Types of Expectations about Service Highest level is desired service: the level of service the customer hopes to receive – the wished for level and the hoped of performance.

Types of Expectations about Service:

Types of Expectations about Service Adequate service – the level of service the customer will accept Adequate service represents the minimum tolerate expectation, the bottom level of performance acceptable to the customer. Minimum level of service customers will accept without being dissatisfied

Slide 7:

Predicted service level: The level of service that customers anticipate receiving This directly affects how they define “adequate service” on each occasion This has a bearing on the Zone of Tolerance also

Dual Customer Expectation Levels:

Dual Customer Expectation Levels Adequate Service Desired Service Predicted Service

The Zone of Tolerance:

The Zone of Tolerance The extent to which customers recognize and are willing to accept the variation in the service delivery is called the zone of tolerance The zone of tolerance is the range or window in which customers do not particularly notice service performance.

Slide 10:

This ZOT can expand and contract within a customer When the customer is in a hurry or in a needy situation the ZOT is narrow

The Zone of Tolerance:

The Zone of Tolerance Adequate Service Desired Service Zone of Tolerance

The Zone of Tolerance:

The Zone of Tolerance Different customers possess different zones of tolerance It depends on price Time Importance of the service Promises made or broken

Factors That Influence Desired Service:

Lasting Service Intensifiers or Beliefs About what is possible Personal Needs Zone of Tolerance Desired Service Adequate Service Factors That Influence Desired Service

Lasting Service Intensifiers:

Lasting Service Intensifiers Depends on Derived service expectations: customer’s expectations are driven by needs of others Personal service philosophy: The customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers

Personal Needs :

Personal Needs Those states or conditions essential to the physical or psychological well-being of the customer are pivotal factors that shape what customers desire in service Example of purpose of visiting a hotel

Factors That Influence Adequate Service:

Self-Perceived Service Role Situational Factors Perceived Service Alternatives Temporary Service Intensifiers Zone of Tolerance Desired Service Adequate Service Factors That Influence Adequate Service Predicted Service

Temporary Service Intensifiers:

Temporary Service Intensifiers Individual Factors that make a customer more aware of the need for service like personal emergency factors and previous experience

Perceived Service Alternatives:

Perceived Service Alternatives Are other providers from whom the customer can obtain service Multiple service or can be done by self More number of alternatives will raise the level of adequate service and narrows the zone of tolerance

Self-Perceived Service Role:

Self-Perceived Service Role Is customer perceptions of the degree to which customers exert an influence on the level of service they receive

Self-Perceived Service Role:

Self-Perceived Service Role The customers active participation in the service affects A student who does not show up for many of her consultation with her project guide will be probably expecting less support from the faculty guide than the one student who regularly updates her project work

Slide 21:

In simple way customers’ zone of tolerance seem to expand when they sense they are not fulfilling their roles. When customers believe they are doing their part in delivery, their expectations of adequate service are heightened and the zone of tolerance contracts.

Situational Factors:

Situational Factors These are the service performance conditions that customers view as beyond the control of the service provider. Earthquakes or any natural events When customers recognize that situational factors are not the fault of the service company customers may accept lower levels of adequate service

Factors That Influence Desired and Predicted Service:

Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Past Experience Zone of Tolerance Desired Service Adequate Service Factors That Influence Desired and Predicted Service

Explicit Service Promises:

Explicit Service Promises These are personal and non personal statements about the service made by the organisation to customer Personal statements: salesperson or service or repair personnel Non personal statements: advertising, brochures and other written publications “Total Solutions”???????

Explicit Service Promises:

Explicit Service Promises This is completely within the control of the service provider. But either they deliberate over promise for gaining more business or Company representatives simply do not always know the appropriate promises to make Bhavana technologies handling solutions differently??????

Implicit Service Promises:

Implicit Service Promises Are service-related cues other than explicit promises that lead to inferences about what the service should and will be like

Word-of-Mouth:

Word-of-Mouth Personal and non personal statements made by parties other than the organisation convey to customers what the service

Past Experience:

Past Experience You may compare each stay with your experiences in other hotels and hotel chains

Frequently Asked Questions About Customer Expectations:

Frequently Asked Questions About Customer Expectations What does a service marketer do if customer expectations are “unrealistic”? Should a company try to delight the customer?

Slide 30:

How does a company exceed customer service expectations? Do customer service expectations continually escalate? How does a service company stay ahead of competition in meeting customer expectations?

Slide 31:

What does a service marketer do if customer expectations are “unrealistic”? No fear in conducting research about expectations Acknowledge the expectation Understand item wise and explain which is possible which is not possible Educate the customers what they can expect or progress updates

Slide 32:

Better to under promises which helps in reducing the gap between the expectations and perceptions And also may reduce the competitive appeal of the offer Do the reality check

Slide 33:

Should a company try to delight the customer? Delight is referred to is a profoundly positive emotional state that results from having one’s expectations exceeded to a surprising degree This comes only with extra cost and effort. This heightens the future expectations of the customers This should not be easily copied

Slide 34:

How does a company exceed customer service expectations? Personalized services which changes time to time Announcing that the service provided is unique rather than the standard and see that it doesn’t repeat too often

Slide 35:

Do customer service expectations continually escalate? Desired expectations are more stable Adequate are more dynamic and needs change

Slide 36:

How does a service company stay ahead of competition in meeting customer expectations?

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