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Lecture

Service Delivery / Customer Satisfaction


Department
Retail Management
Course Code
RMG 303
Professor
Frances Gunn

Page:
of 3
Delight: Assimilated (A number of things), Reenacted (Replicated something from
somewhere else), Transitory (One off)
Delight is a function of 3 components:
Unexpectedly high levels of performance
Arousal (Surprise, excitement)
Positive Affect (Pleasure, joy, or happiness)
Service Delivery as a Script:
Stage Setting
Scripted/Improvised Way to act
Actors Employees wearing costumes (uniform)
Support comes from backstage
Customers (Audience)
Customer Perceptions of Quality and Customer Satisfaction SERVQUAL or RATER
framework (How customers rate service)
Factors influencing Customer Satisfaction:
Product/Service Quality
Specific product or service features
Customer emotions
Attributions for service success or failure
Perceptions of equity or fairness
Word of Mouth
Price
Outcomes of Customer Satisfaction:
Increased customer retention
Positive word-of-mouth communications
Increased revenues
Consumer Evaluation processes for services:
Search Qualities attributes a consumer can determine prior to purchase of a
product
Experience Qualities attributes a consumer can determine after purchase (or
during consumption) of a product
Credence Qualities Characteristics that may be impossible to evaluate even after
purchase and consumption
Stages in Consumer Decision Making:
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Zone of Tolerance:
Desired Service
ZONE
OF
TOLERANCE
Adequate Service
Factors that influence desired service:
Lasting Service Intensifiers + Personal Needs = Desired Service
Factors that influence adequate service
Temporary Service Intensifiers
Perceived Service Alternatives
Self-Perceived Service Role
Situational Factors
Service Encounter:
Occurs anytime the customer interacts with the firm
Critical in determining customer satisfaction and loyalty
Opportunity to: Build trust, reinforce quality, build brand identity, increase loyalty
Gap 1: Customer Expectations and Perceptions:
Includes both Qualitative and Quantitative research
Includes both Expectations and Perceptions of customers
Balances cost of Research and value of information
Includes statistical validity when necessary
Measures priorities or importance of attributes
Occurs with appropriate frequency
Includes measures or loyalty, behavioral intentions, or actual behaviour
Complaint solicitation
Critical incidents studies
Requirements research
Relationship and SERVQUAL surveys
Trailer calls or post-transaction surveys
Service expectation meetings and reviews
Process checkpoint evaluation
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Market-oriented ethnography
Mystery shopping
Customer panels
Lost customer research
Future expectations research
Gap 1: Common Themes in critical service encounters research
Recovery: Employee response to service delivery system failure
Adaptability: Employee response to customer needs and requests
Coping: Employee response to problem customers
Spontaneity: Unprompted and Unsolicited employee actions and attitudes
Gap 1: Stages in the Research Process:
1.Define Problems
2.Develop Measurement Strategy
3. Implement Research Program
4.Collect and Tabulate Data
5. Interpret and Analyze Findings
6.Report Findings
Gap 2: Development of Customer-Defined Service Standards
Basing standards on the service encounter sequence
Expressing customer requirements as specific behaviours and actions
Measuring behaviours and actions
Adapting standards globally or locally
Developing customer-defined standards
Developing service performance indexes
Review:
Characteristics of service
Determine the specific implications for managing retail operations of any of the
characteristics of service
Service Quality Gaps Model
take the viewpoint of a manager of a retail store
Determine in detail the programs that you would put in place to close any of the
gaps.
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