1 / 10

Part 3

Part 3. UNDERSTANDING CUSTOMER REQUIREMENTS. Provider Gap 1. CUSTOMER. Expected Service. Listening Gap . COMPANY. Company Perceptions of Consumer Expectations. Part 3 Opener. Common Research Objectives for Services . To discover customer requirements or expectations for service.

uttara
Download Presentation

Part 3

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Part 3 UNDERSTANDING CUSTOMER REQUIREMENTS

  2. Provider Gap 1 CUSTOMER Expected Service Listening Gap COMPANY Company Perceptions of Consumer Expectations Part 3 Opener

  3. Common Research Objectives for Services • To discover customer requirements or expectations for service. • To monitor and track service performance. • To assess overall company performance compared with that of competition. • To assess gaps between customer expectations and perceptions. • To identify dissatisfied customers, so that service recovery can be attempted. • To gauge effectiveness of changes in service delivery. • To appraise the service performance of individuals and teams for evaluation, recognition, and rewards. • To determine customer expectations for a new service. • To monitor changing customer expectations in an industry. • To forecast future expectations of customers.

  4. Criteria for an EffectiveService Research Program • Includes both qualitative and quantitative research • Includes both expectations and perceptions of customers • Balances the cost of the research and the value of the information • Includes statistical validity when necessary • Measures priorities or importance of attributes • Occurs with appropriate frequency • Includes measures of loyalty, behavioral intentions, or actual behavior

  5. Stages in the Research Process • Stage 1 : Define Problem • Stage 2 : Develop Measurement Strategy • Stage 3 : Implement Research Program • Stage 4 : Collect and Tabulate Data • Stage 5 : Interpret and Analyze Findings • Stage 6 : Report Findings

  6. Portfolio of Services Research Research Objective Type of Research Identify dissatisfied customers to attempt recovery; identify most common categories of service failure for remedial action Customer Complaint Solicitation “Relationship” Surveys Post-Transaction Surveys Customer Focus Groups “Mystery Shopping” of Service Providers Employee Surveys Assess company’s service performance compared to competitors; identify service-improvement priorities; track service improvement over time Obtain customer feedback while service experience is fresh; act on feedback quickly if negative patterns develop Use as input for quantitative surveys; provide a forum for customers to suggest service-improvement ideas Measure individual employee service behaviors for use in coaching, training, performance evaluation, recognition and rewards; identify systemic strengths and weaknesses in service Measure internal service quality; identify employee-perceived obstacles to improve service; track employee morale and attitudes Lost Customer Research Future Expectations Research Determine the reasons why customers defect Forecast future expectations of customers; develop and test new service ideas

  7. Figure 6.3Tracking of Customer Expectations and Perceptions of Service Reliability Source: E. Sivadas, “Europeans Have a Different Take on CS [Customer Satisfaction] Programs,” Marketing News, October 26, 1998, p. 39.

  8. Figure 6.4Service Quality Perceptions Relative to Zones of Tolerance 9 8 7 6 5 4 3 2 1 0 O O O O O Reliability Responsiveness Assurance Empathy Tangibles O = Zone of Tolerance = Service Quality Perception Retail Chain

  9. Service Quality Perceptions Relative to Zones of Tolerance 10 8 6 4 2 0 O O O O O Reliability Responsiveness Assurance Empathy Tangibles Computer Manufacturer O = Zone of Tolerance = S.Q. Perception

  10. Figure 6.5 Importance/Performance Matrix HIGH High Leverage   Attributes to Improve Attributes to Maintain      Importance Low Leverage  Low Leverage   Attributes to Maintain Attributes to De-emphasize Performance LOW HIGH

More Related