Business Administration 3301K Lecture 5: Chapter10
Document Summary
Evaluating service quality by using well established marketing metrics : because of service intangibility, the service quality, or customer"s perceptions of how well a service meets or exceeds their expectations is often difficult for customers to evaluate, customers use five distinct service dimensions to determine overall service, voice of customer programs (voc): collects customers insights and intelligence quality: reliability, responsiveness, assurance, empathy and tangibles to influence and drive business decisions. Customers have a fairly narrow zone of tolerance for service dimensions (reliability, responsiveness, assurance, empathy, tangibles) that are important to them and a wider range of tolerance for those service dimensions that are less important: a straightforward and inexpensive method of collecting consumers" perceptions, another method for assessing customer"s expectations is making effective use of of service quality is to gather them at the time of sale customer complaint behaviour.