SERVICE MARKETING Lecture Notes - Lecture 5: Customer Retention, Mass Customization, Mystery Shopping
18 Nov 2021
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Satisfaction - it is the consumer"s fulfillment response;customer"s evaluation of a product or service in terms of whether that product or service has met the customer"s needs and expectations. Dissatisfaction - failure to meet needs and expectations. Features-satisfaction with a product or service is influenced by the customer"s evaluation of the product or service features. Consumer emotions-emotions can also affect their perceptions of satisfaction with products and services. Success or failure - perceived causes of events influence perceptions of satisfaction as well. Perceptions of equity or fairness-perceptions of service rendered to a customer compared to other customers can be a basis for satisfaction. Members,and coworkers - satisfaction is often influenced by other people. Reliability - ability to perform the promised service dependably and accurately. Responsiveness - willingness to help customers and provide prompt service. Assurance - employees knowledge and courtesy and their ability to inspire trust and confidence. Tangibles-appearance of physical facilities,equipment,personnel, and written materials.
