MKT 723 Lecture Notes - Lecture 3: Servqual, Leaky Bucket, Customer Satisfaction
4 Mar 2015
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Document Summary
Finding out what customers expect is essential to providing service quality and customer research is key vehicle for understand customer expectations and perceptions of services. Firm that does not customer research at all is unlikely to understand its customers. First step to any marketing research is defining the problem and research objectives. Service research must continually monitor and track service performance because performance is subject to human variability and heterogeneity: need to capture the human performance as well as process. Service research needs to consider and monitor the gap between expectations and perceptions: gap is dynamic and fluctuates. To discover customer requirements or expectations for service. 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.
