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UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH

UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH. VERY OFTEN SERVICE PROVIDERS DO NOT UNDERSTAND CUSTOMER EXPECTATIONS GAP 1 OF THE GAP MODEL, ALSO KNOWN AS THE PROVIDER GAP IS A RESULT OF THIS. TO BRIDGE THIS GAP COMPANIES LISTEN TO CUSTOMERS THROUGH RESEARCH.

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UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH

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  1. UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH

  2. VERY OFTEN SERVICE PROVIDERS DO NOT UNDERSTAND CUSTOMER EXPECTATIONS • GAP 1 OF THE GAP MODEL, ALSO KNOWN AS THE PROVIDER GAP IS A RESULT OF THIS. • TO BRIDGE THIS GAP COMPANIES LISTEN TO CUSTOMERS THROUGH RESEARCH.

  3. RESEARCH OBJECTIVES FOR SERVICES • TO UNDERSTAND AND DISCOVER CUSTOMER NEEDS. • TO ASSESS GAPS BETWEEN CUSTOMER EXPECTATIONS AND PERCEPTIONS. • TO GAUGE CUSTOMER DISSATISFACTION AND PREPARE A SERVICE RECOVERY STRATEGY. ETC…,

  4. CRITERIA FOR AN EFFECTIVE SERVICES RESEARCH PROGRAM • QUALITATIVE AND QUANTITATIVE RESEARCH. • EXPECTATIONS AND PERCEPTIONS OF CUSTOMERS. • COST OF THE RESEARCH SHOULD MATCH THE VALUE OF THE INFORMATION. • STATISTICAL VALIDATION IF REQUIRED. C0NTD….

  5. CRITERIA FOR AN EFFECTIVE SERVICES RESEARCH PROGRAM • MEASUREMENT OF PRIORITIES. 6. IMPORTANCE OF ATTRIBUTES. 7. APPROPRIATE FREQUENCY. 8. MEASUREMENT OF LOYALTY, BEHAVIORAL INTENTIONS OR ACTUAL BEHAVIOUR.

  6. EFFECTIVE SERVICIS MARKETING RESEARCH PROGRAMME :COMPONENTS :- • COMPLAINT SOLICITATION. • CRITICAL INCIDENTS STUDIES. • REQUIREMENTS RESEARCH. • RELATIONSHIP AND SERVQUAL SURVEYS. • TRAILER CALLS OR POST TRANSACTION SURVEYS. • SERVICE EXPECTATION MEETINGS AND REVIEWS.

  7. EFFECTIVE SERVICES MARKETING RESEARCH PROGRAMME : COMPONENTS :- • PROCESS CHECK POINT EVALUATIONS. • MARKET ORIENTED ETHNOGRAPHY. • MYSTERY SHOPPING. • CUSTOMER PANELS. • LOST CUSTOMER RESEARCH • FUTURE EXPECTATIONS RESEARCH.

  8. ANALYSING AND INTERPRETING MARKETING RESEARCH FINDINGS • RESEARCH FINDINGS INVOLVE CONVERSION OF COMPLEX DATA INTO SIMPLE AND UNDERSTANDABLE FORMAT • TRACKING OF PERFORMANCE, GAP SCORES AND COMPETITION. • GRAPHICAL DEPICTIONS INCLUDE :- a) ZONES OF TOLERANCE CHARTS. b) IMPORTANCE/ PERFORMANCE MATRICES

  9. USING MARKETING RESEARCH INFORMATION • UNDERSTANDING CUSTOMER EXPECTATIONS • TO INITIATE CHANGE OR IMPROVEMENT IN THE SERVICE DELIVERY PROCESS. • TO RESPOND TO DISSATISFIED CUSTOMERS.

  10. UPWARD COMMUNICATION • TO CLOSE GAP 1 OF THE GAP MODEL, THE MANAGEMENT OF A SERVICE ORGANISATION NEED CUSTOMER CONTACT. • MANAGEMENT AND CUSTOMER INTERACTION IS COMPARITIVELY LESS IN LARGE ORGANISATIONS.

  11. OBJECTIVES FOR UPWARD COMMUNICATION TO DESIGN TWO TYPES OF INTERACTIVE ACTIVITIES IN THE ORGANISATION • TO IMPROVE THE TYPE AND EFFECTIVENESS OF COMMUNICATIONS FROM CUSTOMERS TO MANAGEMENT • TO IMPROVE COMMUNICATIONS BETWEEN EMPLOYEES AND MANAGEMENT

  12. RESEARCH AND UPWARD COMMUNICATION • EXECUTIVE VISITS TO CUSTOMERS. • EXECUTIVE LISTENINGS. • RESEARCH ON INTERMEDIATE CUSTOMERS. • EMPLOYEES INTERNAL SATISFACTION SURVEYS. • EMPLOYEE VISITS OR LISTENINGS. • EMPLOYEE SUGGESTIONS.

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