22 Questions
What is the outcome when an employee acknowledges a customer's request and attempts to fulfill it?
Customer is usually satisfied
What is the result of an employee's disinterest in resolving a service encounter?
Customer is usually dissatisfied
What type of employee actions can leave customers feeling pampered?
Taking extra time and showing interest
What is the term for evaluating a service encounter holistically, considering all aspects of the experience?
Gestalt evaluation
What can result from a customer having a series of positive encounters with a service provider?
Customer becomes a loyal patron
What is the outcome of an employee's unwillingness to consider resolving a service encounter?
Customer is usually dissatisfied
What is the key aspect of a server's response to customer displeasure?
Genuineness and flexibility
What is the outcome when an employee offers no compensation, explanation, or solution to a customer's problem?
The encounter is perceived as unsatisfactory
What is an example of a special need that a customer may have?
Language difficulties
What can an employee's response do to a negative experience?
Make it better
What is the goal of service recovery?
To preserve future loyalty
What can an employee's response do to the original problem?
Magnify it by creating 'two wrongs'
What is an example of an upgrade that can be offered as compensation?
An upgraded room
Why is an employee's response critical in service delivery?
Because they can provide explanations and assistance
What is the primary goal of restaurants and hotels?
To satisfy both physical and psychological expectations of guests
What happens when a service fails to meet customer expectations?
The customer loses their time, money, and emotions
Why do customers and employees have different perspectives on service delivery?
Because customers invest emotions and time, while employees view it as routine
What is the consequence of not satisfying customers according to James C. Penney?
The business will soon be out of customers
What is unique about the delivery of an intangible product?
It leaves room for conflicting perceptions of its quality
What is the primary focus of service delivery systems?
To provide a good product and service
What is the result of not satisfying the business?
The business will soon be out of business
How does service quality vary?
It does not run on a continuum from good to poor
Study Notes
Customer Satisfaction
- Customer satisfaction is often achieved when employees acknowledge and attempt to fulfill customer requests, or explain why they cannot be fulfilled
- Employee disinterest or unwillingness to resolve issues leads to customer dissatisfaction
Employee Actions and Customer Perception
- Unprompted and unsolicited employee actions, such as providing extra time or information, show interest in customer comfort and leave them feeling satisfied
- Truly out-of-the-ordinary behaviors, exemplary performance under adverse circumstances, and Gestalt evaluations also contribute to customer satisfaction
- Gestalt evaluation is a holistic evaluation of the service encounter, where "everything went right"
- A series of positive encounters with one provider can lead to customer loyalty or vows to never return
Service Provision and Profit
- The goal of service providers is to satisfy customers while making a profit
- James C. Penney's quote highlights the importance of balancing customer satisfaction with business needs
- Restaurants and hotels aim to satisfy both physical and psychological expectations of guests through good products and services
Intangible Products and Conflicting Perceptions
- Delivery of intangible products can lead to conflicting perceptions of quality between customers and employees
- Customers and employees may view service delivery from different perspectives, with customers investing time, money, and emotions in the experience
Perception of Value and Response to Issues
- Service quality is not a continuum from good to poor, but rather a genuine response to customer needs and issues
- Immediate corrective action, plausible explanations, and assistance in solving problems can save the customer experience and preserve loyalty
- Compensation, such as upgraded rooms or free drinks, may be offered to resolve issues, but is not the only solution
- Employee response can turn a negative experience into a positive memory or exacerbate the problem by creating "two wrongs"
This quiz explores the factors that affect customer satisfaction in service encounters, including employee response and actions.
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