Chapter 4 CUSTOMER PERCEPTIONS OF SERVICE

1. Chapter 4CUSTOMER PERCEPTIONS OF SERVICE Objectives : • Provide definitions and understanding of customer satisfaction and service quality • Show that service encounters or the “moments of truth” are the building blocks of customer perceptions • Highlight strategies for managing customer perceptions of service

2. CUSTOMER PERCEPTIONS

3. CUSTOMER PERCEPTIONS • Satisfaction versus Service Quality • Transaction versus Cumulative Perceptions CUSTOMER SATISFACTION What is Customer Satisfaction? What determine Customer Satisfaction? Product and Service features Customer Emotions Attribution for Service Success or Failure Perceptions of Equity or Fairness Other Customers, Family Members, and Coworkers National Customer Satisfaction Indexes The American Customer Satisfaction Index Outcomes of Customer Satisfaction

4. Relationship between Customer Satisfaction and Loyalty in Competitive Industries

5. Service Quality • The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected. • Process and outcome quality are both important. Outcome, Interaction, and Physical Environment Quality Service Quality Dimensions

7. E-Service Quality • CUSTOMER EFFORT • SERVICE ENCOUNTERS: THE BUILDING BLOCKS FOR CUSTOMER PERCEPTIONS • Service Encounters or Moments of Truth • occurs any time the customer interacts with the firm • can potentially be critical in determining customer satisfaction and loyalty • types of encounters: • remote encounters • phone encounters • face-to-face encounters • is an opportunity to: • build trust • reinforce quality • build brand identity • increase loyalty

8. The Importance of EncountersTypes of Service EncountersSources of Pleasure and Displeasure in Service Encounters

9. General Service Behaviors based on Service Encounter Themes-Dos and Don'ts

10. Technology-Based Service Encounters Technology Readiness Index: Adopting technology service customers can grouped in: