RMG 303 Lecture : Service Delivery / Customer Satisfaction

• School: Ryerson University
• Department: Retail Management
• Course: RMG 303
• Professor: Frances Gunn

Document Summary

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. 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 t rust, reinforce quality, build brand identity, increase loyalty.