BUA 372 Lecture Notes - Lecture 2: Servqual, Mystery Shopping, Relationship Marketing

• School: University of Maine
• Department: Business Administration
• Course: BUA 372
• Professor: Jones

Document Summary

Provider gap #1: the listening gap expected service vs. perception of expectations. Includes both qualitative & quantitative expectations & perceptions. Balances the cost of the research and the value of the info. Includes measures of loyalty, behavioral intentions, or actual behavior occurs with appropriate. Elements in an effective research program individual problems. Requirements research identifying what customers expect in a service. Relationship survey: pose qs about all elements in customer"s. Servqual: evaluates 5 dimensions of service quality relationship w/ company encounter expectations fulfilled process behavior naturally. Trailer calls or post-transaction surveys captures info about service. Service expectation meetings and reviews b2b; follow-up to determine if. Process checkpoint evaluation checking in at frequent points during the. Customer panels groups of customers assembled to provide attitudes and perceptions about a service over time. Lost customer research asking former customers about their reasons for. Future expectations research features research & lead user research leaving.