MARK270 Lecture Notes - Lecture 2: Self-Service, Customer Satisfaction, Valarie Zeithaml
• Customer Perceptions
• Customer Satisfaction
• Service Quality
• Service Encounters: the building blocks for customer perceptions
Remember - the customer is…
Anyone who receives the company's services, including;
• External customers (outside the organisation, business customers, suppliers, partners, and end
consumers)
• Internal customers (inside the organisation, e.g. other departments, fellow employees)
(remember my comments about marketing as an organisation - wide approach)
• Behavioural/attitudinal loyalty
Perceptions of service are based on the experience and are relative to the expected service.
Factors influencing customer satisfaction:
• Product quality
• Service quality
• Price
• Specific product or service features
• Consumer emotions
• Attributions for service success or failure
• Perceptions of equity or fairness
• Other consumers, family members, and co-workers
• Personal factors
• Situational factors
Note:
• Customer satisfaction can be at the transaction, corporate or even sector/industry levels
• Customer satisfaction is dynamic although is measured at a point in time
Outcomes of customer satisfaction:
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• Increased customer loyalty
• Positive word of mouth communications
• Increased revenues
• Increased return to shareholders
• There are indexes of customer satisfaction for industry/sectors. See Table 4.1
[suggestion customer satisfaction is a indicator of national economic health]
Service quality is the customers judgement of overall excellence of the service provided in relation
to the quality that was expected.
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• Service quality assessments are formed on judgments of:
o Outcome quality
o Interaction quality
o Physical environmental quality
'Pioneering research' in to the dimensions of service quality by Parasuraman, Zeithaml, and Berry.
The Five Dimensions of Service Quality: RATER
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Document Summary
Service encounters: the building blocks for customer perceptions. Anyone who receives the company"s services, including: external customers (outside the organisation, business customers, suppliers, partners, and end consumers) Internal customers (inside the organisation, e. g. other departments, fellow employees) (remember my comments about marketing as an organisation - wide approach: behavioural/attitudinal loyalty. Perceptions of service are based on the experience and are relative to the expected service. Specific product or service features: product quality. Service quality: price, consumer emotions, attributions for service success or failure, perceptions of equity or fairness, other consumers, family members, and co-workers, personal factors. Note: customer satisfaction can be at the transaction, corporate or even sector/industry levels, customer satisfaction is dynamic although is measured at a point in time. Increased customer loyalty: positive word of mouth communications, there are indexes of customer satisfaction for industry/sectors. [suggestion customer satisfaction is a indicator of national economic health]
