Podcast
Questions and Answers
Which dimension of service quality focuses on the ability of employees to inspire trust?
Which dimension of service quality focuses on the ability of employees to inspire trust?
Service recovery paradox means that customers who experience service failure can never become more satisfied than those who have not experienced service failure.
Service recovery paradox means that customers who experience service failure can never become more satisfied than those who have not experienced service failure.
False
What are the three types of complaints that customers may engage in following a service failure?
What are the three types of complaints that customers may engage in following a service failure?
Seeking address/voice response, negative word of mouth, third party complaints
A customer's overall assessment of the service is known as _______.
A customer's overall assessment of the service is known as _______.
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Match the following service quality dimensions with their descriptions:
Match the following service quality dimensions with their descriptions:
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Which of the following is NOT a factor that contributes to customer satisfaction?
Which of the following is NOT a factor that contributes to customer satisfaction?
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Touch points are the interactions between a business and its customers that can influence the customer journey.
Touch points are the interactions between a business and its customers that can influence the customer journey.
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The actions taken in response to a service failure to improve customer satisfaction are known as _______.
The actions taken in response to a service failure to improve customer satisfaction are known as _______.
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Which of the following is NOT a characteristic of services?
Which of the following is NOT a characteristic of services?
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Service dominant logic focuses mainly on producing tangible products for profit.
Service dominant logic focuses mainly on producing tangible products for profit.
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What is the difference between customers' expectations and perceptions of the service called?
What is the difference between customers' expectations and perceptions of the service called?
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The process by which customers recognize a need is known as the ______ of the buyer decision-making process.
The process by which customers recognize a need is known as the ______ of the buyer decision-making process.
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Match the service quality gap with its description:
Match the service quality gap with its description:
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Which quality is difficult to evaluate even after purchase, often requiring specialists?
Which quality is difficult to evaluate even after purchase, often requiring specialists?
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Physical evidence is one of the 7P's in the marketing mix for services.
Physical evidence is one of the 7P's in the marketing mix for services.
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What is the final step in the buyer decision-making process?
What is the final step in the buyer decision-making process?
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Study Notes
Customer Satisfaction
- Customer satisfaction is a customer's post-conception judgement of whether a service provided a pleasurable level of overall usage.
- It includes factors like product or service attributes, mood and emotions, attribution and blame, perception of equity, culture, and other customer/family/friends.
Dimensions of Service Quality
- Reliability: Performing the service as promised.
- Responsiveness: Providing prompt answers and help.
- Assurance: Employees inspiring trust.
- Empathy: Offering individualized attention.
- Tangibles: The physical appearance of the environment.
- ServQual is a tool to measure how effective a company is in each dimension of service quality.
Service Failure and Service Recovery
- Service Failure: When service performance falls below a customer's expectations, leading to dissatisfaction.
- Service Recovery: Actions taken by a firm in response to service failure to improve the situation for the customer.
- Service Recovery Paradox: When customers who experience service failure receive a good service recovery strategy, they become more satisfied than those who haven't experienced service failure.
Types of Complaints
- Seeking Address/Voice Responses: Immediate complaints to the provider on-site.
- Negative Word of Mouth: Complaints shared through social media, gripe sites, or other public platforms.
- Third-Party Complaints: Formal grievances filed with consumer protection agencies or other third parties.
Strategies of Service Recovery
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Fix the Customer:
- Respond quickly.
- Treat the customer fairly.
- Use appropriate communication.
- Cultivate the relationship.
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Fix the Underlying Problem:
- Encourage complaints.
- Learn from recovery efforts.
- Learn from lost customers.
- Make service feel safe.
- Service Guarantees: Offer a promise of quality and formalise compensation for failures.
Customer Journey and Service Blueprint
- Touch Points: Points of contact or interaction between a business and its customer, categorized as brand-owned, partner-owned, customer-owned, or external/social.
- Moments of Truth: When a customer interacts with a brand, product, or service and forms an impression about it.
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Customer Journey: The process or sequence a customer goes through to access or use a firm's offering.
- Pre-purchase: Need recognition, search (not always controlled by the brand).
- Purchase: Choice, behavior, ordering, during.
- Post-purchase: Usage, consumption, service interactions, after.
Service Marketing
- Services: Economic activities with outputs that are not physical products and are generally consumed at the time of production.
-
Characteristics of Services:
- Intangibility: Services cannot be touched, inventoried, or felt before service is performed.
- Heterogeneity: Services can vary depending on who provides them, different factors, and customer actions.
- Inseparability: Services are produced and consumed simultaneously.
- Perishability: Services cannot be stored, returned, or used later.
The 7Ps of Marketing Mix
- The 7Ps of marketing mix: Price, promotion, place, product, people, processes, and physical evidence.
Dominant Logic
- Good Dominant Logic: Focus is on making products to sell, emphasizing sales and profit.
- Service Dominant Logic: Customer-centric approach, where firms aim to serve their customers better and improve their performances/experiences, rather than solely focusing on profit.
Properties of Service
- Search Qualities: Easy to evaluate before a purchase.
- Experience Qualities: Can be evaluated during or after the purchase.
- Creedence Qualities: Difficult to evaluate even after purchase and may require specialist knowledge.
Buyer Decision Making Process
- Recognition of Need: Identifying a need or problem.
- Information Search: Gathering information about potential solutions.
- Evaluation of Alternatives: Comparing different options.
- Purchase Decision: Making a choice and completing the purchase.
- Post-purchase Evaluation: Assessing the experience after purchase.
Gap Model of Service Quality
- Customer Gap: The difference between customer expectations and perceptions of the service, caused by a cumulative effect of other gaps.
- Listening Gap: The difference between customer expectations and the firm's understanding of those expectations, caused by poor market research or lack of feedback/communication.
- Service Design and Standards Gap: The difference between customer expectations and service quality standards, caused by the lack of service blueprinting or misaligned standards.
- Service Performance Gap: The difference between specified service standard and actual service delivery, caused by employee underperformance, poor training, or lack of resources.
- Communication Gap: The difference between promised service in ads/promotions and actual delivered service, caused by over-promising in marketing or lack of horizontal communication.
Service Quality
- Measured by assessing customers' perceptions of service.
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Description
This quiz explores key concepts related to customer satisfaction and the dimensions of service quality, including reliability, responsiveness, assurance, empathy, and tangibles. Additionally, it covers the implications of service failure and effective service recovery strategies. Test your understanding of how these elements contribute to overall customer experiences.
