BMK 201 Lecture Notes - Lecture 18: Tunxis Community College, Job Performance, Social Marketing
6 Jan 2021
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Document Summary
In order to deliver high levels of customer service, the organisation must first develop an objective understanding of customers" expectations. Such understanding can be achieved best through the use of regular and systematic customer service research. This involves, as a starting point, identifying the specific service attributes that customers use to evaluate and distinguish between service providers. While the range of service attributes is potentially limitless, five common dimensions have been identified which customers typically use to evaluate service quality across a wide range of industries. Reliability is the most important criterion; that is, the service provider does consistently what it promises. Beyond identifying the service attributes, it is necessary for the marketing organisation to understand the customers" service performance expectations, that is, the quality level at which they expect the service to be performed. It is crucial that the organisation"s service at least falls within the zone of tolerance", which describes the range of service quality between the minimum.
