Service Marketing Ch. 3 Customer Expectations PDF

Service Marketing Ch. 3 Customer Expectations of Service  소문난 잔치 먹을 것 없다? 동영상 Click 방영 전, 전편인 아이리스1의 높은 인기와 높 은 제작비, 연기파 배우 총출동으로 시청자의 기대가 매우 높았음 하지만 아이리스2는 시청자의 기대에...

Service Marketing Ch. 3 Customer Expectations of Service  소문난 잔치 먹을 것 없다? 동영상 Click 방영 전, 전편인 아이리스1의 높은 인기와 높 은 제작비, 연기파 배우 총출동으로 시청자의 기대가 매우 높았음 하지만 아이리스2는 시청자의 기대에 부응 하지 못해 시청률 참패 http://www.youtube.com/watch?v=umgCWvjyQac (27초) 제목: KBS수목드라마 아이리스2 티저1 - 01/18 종류: 드라마 티저 Ch. 3 Customer Expectations of Service Customer expectations ▫ Beliefs about service delivery that serve as standards or reference points against which performance is judged Expected services Perceived services Customer gap 1. Different types of expectations for service performance 2. Sources of customer expectations of service 3. Some important issues surrounding customer expectations Customer Expectations Customer expectations ▫ Beliefs about service delivery that serve as standards or reference points against which performance is judged ▫ Fuzzy expectations  Vague expectations, customers want the problem to be solved, but don’t know exactly what the problem is  Companies must change fuzzy expectations to explicit expectations ▫ Explicit expectations  Clear expectations that customers express, expectations to be satisfied  Realistic & unrealistic expectations ▫ Implicit expectations  Expectations that customers take for granted, but don’t express it  If not satisfied, it causes customer dissatisfaction ▫ Customer expectations change over time  서비스 기대 (Service Expectations) 모든 사람들이 이 레스토랑은 프랑스에 있는 것 이상적인 기대 처럼 좋다 라고 말하고 나는 기념일을 위해 그 런 스페셜한 곳을 가고 싶다 High 기본적으로 이 레스토랑은 값이 비싼 만큼 좋은 음식과 서 “당연하다” 비스를 제공해야 한다 고 생각되는 기대 대체적으로 이 레스토랑은 괜찮다. 하지만 사람 경험에 근거한 기준 (norms) 이 많을 때는 서비스가 매우 느리다 받아들일 수 있는 기대 이 레스토랑은 적절한 매너를 갖고 나를 대할 것을 기대한다 Low 견딜 수 있는 나는 이 레스토랑이 형편없는 서비스를 제공할 최하의 기대 것을 알지만 가격이 싸서 온다 Service Expectation Model Desired service ▫ The level of service the customer hopes to receive ▫ A blend of what the customer believes “can be” and Ideal service “should be” Desired service Ideal service ▫ The “wished for” level of performance ▫ The highest level of service that customers expect Adequate service ▫ Minimum level of service the customer will accept ▫ Minimum tolerable expectation Adequate services ▫ The bottom level of performance acceptable to the customer Zone of Tolerance Zone of tolerance ▫ The difference between desired service and adequate service ▫ The extent to which customers recognize and are willing to Desired service accept the variation of service quality ▫ No notice zone ▫ If service drops below adequate service, customers will be dissatisfied with the company ▫ If service exceeds desired service, customers will be pleased and surprised Zone of tolerance ▫ e.g., 이마트 계산대  5-10분 대기  2-3분 대기  15분 이상 대기 Zone of tolerance fluctuates depending on.. ▫ Situations Adequate services ▫ Customers ▫ Service dimensions Fluctuation in a Zone of Tolerance Situations (of the same person) ▫ Airline customer running late ______ customer who arrives early ▫ 에버랜드 7월 ______ 2월 Desired service ▫ Expensive prices ______ reasonable prices ▫ Familiar services ______ unfamiliar services Customers  Service quality a customer feels varies from customer to customer  e.g., Customer with more restricted window of acceptable time duration for an appointment Zone of tolerance Service dimensions ▫ Higher expectations for the most important service dimensions make the zone of tolerance smaller and the desired and adequate service levels higher The fluctuation in a customer’s zone of tolerance is more a function of Adequate services changes in the adequate service level than in the desired service level Service Quality (Servqual) – Ch 4 Ability to perform the promised service dependably and Reliability Employees’ knowledge accurately and courtesy and their ability to inspire trust and confidence Responsiv Assurance -eness 5 Service Willingness to help Quality customers and provide Dimensions prompt service Appearance of physical facilities, equipment, personnel, Empathy Tangibles and communication materials Caring, individualized attention given to customers  Fluctuation in a Zone of Tolerance 신뢰성 응답성 확신성 Different customers possess different zones of tolerance 서비스 품질의 Zones of tolerance vary depending on situational factors 5가지 차원 Zones of tolerance vary for service dimensions 공감성 유형성 ▫ Higher expectations for the most important service dimensions make the zone of tolerance smaller and the desired and adequate service levels higher (e.g., reliability) Desired service Zone of tolerance Desired service Level of expectation Adequate services Zone of tolerance Adequate services More important (e.g., reliability) Less important (e.g., empathy) Dimensions of service quality Factors that Influence Customer Expectations of Service Sources of desired service expectations ▫ Personal needs  States or conditions essential to the physical or psychological well-being of the customer  Pivotal factors that shape what customers desire in service Desired service  e.g., customer with high social and dependency needs  high expectations for a hotel’s bar with live music  e.g., expectations for housemaid  High involvement level increases desired service level ▫ Personal service philosophy Zone of tolerance  The customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers ▫ Derived service expectations  Occur when customer expectations are driven by another Adequate services person or group of people  e.g., a person choosing a vacation for the family, a husband selecting a restaurant for the wife’s birthday celebration Factors that Influence Customer Expectations of Service Sources of adequate service expectations ▫ Perceived service alternatives  Multiple service providers to choose from  적정서비스 수준 ( )  If customers can provide the service for themselves (e.g., home-cleaning service)   Service marketers need to fully understand the complete set of options that customers view as perceived alternatives ▫ Situational factors  Uncontrollable situational factors: natural disasters   Personal situational factors (short-term): emergency situation (urgent ), customer’s emotion (bad ), involvement level (high ) ▫ Predicted service  Predictions made by customers about what is likely to happen during an impending transaction or exchange  Between desired service level and adequate service level  If customers predict good service  their levels of adequate service are likely to be higher Factors that Influence Customer Expectations of Service Sources of both desired and predicted service expectations Explicit service promises Personal needs Implicit service promises Personal service Desired service WOM communication philosophy Derived service Past experience expectations Zone of tolerance Perceived service alternatives Adequate service Predicted service Situational factors Factors that Influence Customer Expectations of Service Sources of both desired and predicted service expectations ▫ Explicit service promises  Personal or non personal statements about the service made by the organization to customers  Personal: communications with salespeople Amazon의 Prime Now - 2시간 내 무료배달  Non-personal: advertising, company’s web pages, brochures, or other written publications ▫ Implicit service promises  Service-related cues that lead to inferences about what the service should and will be like “삼성이 만들면 다릅니다”  Price, physical evidence, brand image, uniforms  Higher the price and the more impressive the tangibles, the more customer will expect from the service  Companies need to set an appropriate price to increase predicted service level  also need to achieve the corresponding service quality Factors that Influence Customer Expectations of Service Sources of both desired and predicted service expectations ▫ Word-of-mouth communication  Carries particular weight as an information source because it is perceived as unbiased  Higher Information value  Personal, professional, derived sources, and social media  Personal: friends, family, co-workers  Experts: lawyers, professors “내 친구가 덕성여대  Derived sources: the third resources of information 닭강정을 먹었는데 아 주 맛있다고 하더군”  SNS ▫ Past experience  Incorporates previous experience with the focal service provider, typical performance of similar service offerings  Customers also compare across industries Factors that Influence Customer Expectations of Service Marketer-controlled factors ▫ Advertising, promotion, seller’s feedback, sales promises ▫ Store display, signs, image, decoration, atmosphere, pricing, seller’s first impression, etc. Factors that the marketers has limited ability to affect ▫ Continuous factor (understanding of customer expectations through marketing research) ▫ Temporary factor (emergency) ▫ Customer’s roles (explain symptoms of disease to the doctor) ▫ Past experience (similar service experience) ▫ Personal needs ▫ WOM ▫ Competitive offerings  Issues Involving Customers’ Expectations What does a service marketer do if customer expectations are unrealistic? ▫ Customers’ main expectations of service are quite simple and basic ▫ If customer expectations are unrealistic  Let customers know the reasons that desired service is not being provided at the present time (e.g., car dealers must provide accurate information about the used car)  A simple way to learn if customers’ expectations are realistic is to ask Types of service Type of customer Principal expectations Automobile repair Consumers Be competent , explain things, be respectful Auto insurance Consumers Keep me informed, be on my side, protect me from catastrophe Hotel Consumers Clean room, secure room, respectful attitude Restaurant Consumers Taste, cleanliness, treat me like a guest Equipment repair Business customers Share my sense of urgency, be competent, be prepared Truck and tractor Keep the equipment running, be flexible, provide full service Business customers rental /leasing Issues Involving Customers’ Expectations Delights Should a company try to delight the customer? Satisfiers ▫ Delights: profoundly positive emotional state that results from having one’s expectations exceeded to a surprising degree Musts Attributes central to the basic function of the product or service ▫ Must: basic function of the product or service ▫ Satisfier: features that have the potential to further satisfy beyond the basic function of the product ▫ Delight: product features that are unexpected and surprisingly enjoyable ▫ 호텔에 갔을 때 방이 깨끗했고 직원들도 친절했다 ▫ 호텔에 갔을 때 기본 숙박만 기대했는데 방에 갔더니 과일 바구니가 있었다 ▫ 다음날 무료로 제공되는 아침식사 때 스파 쿠폰을 받았다 The benefits of providing delight must be weighed ▫ Staying power: how long a company can expect an experience of delight to maintain the customer’s attention ▫ Competitive implication: delight impacts on expectations of other firms in the same industry  companies should choose to delight in areas that cannot be copied by other firms Issues Involving Customers’ Expectations Should a service provider try simply to meet customer expectations or to exceed them? ▫ Exceeding customer expectations of the basics is impossible  Developing customer relationship is one approach for exceeding service expectations  Personalized attention to customers ▫ Deliberately underpromise the service to increase the likelihood of exceeding customer expectations  a firm should weigh two potential problems  Customers are likely to notice the underpromising  Potentially reduces the competitive appeal of an offering ▫ Position unusual service as unique rather than the standard Do customers’ service expectations continually escalate? ▫ Customer expectations are progressive (Karl Albrecht) ▫ Expectations rise quickly in a highly competitive and rapidly changing industry ▫ Adequate service expectations raise as quickly as service delivery or promises rise ▫ Companies need to monitor adequate service expectations continually (Market research)