ADM 3322 Chapter : CH5, Services Marketing, 1st Canadian Edition
31 Jan 2012
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Document Summary
Service quality - focussed evaluation reflecting customer perception. Satisfaction is more inclusive influenced by perception of service quality product quality. Customer"s evaluation as to whether the service has met needs and expectations. Is surprised (negative or positive) will look for reason. Perceptions can change based on experiences, behaviour, views of others. Can be used to measure health of nation"s economy. In america, highest satisfaction is nondurables --> durables --> services are lowest. Satisfaction is an indicator to quality of life. Also econmic health, stock value, and corporate earnings. Pure service - quality is dominant in evaluations w/ physical good - quality is still critical. Service quality is outcome, interaction, and physical environment. Minimal effort for customer to browse and do other desired tasks. Each encounte rpresents opportunity for outstanding quality service. Momentous encounters can make or break an entire experience. Incidents where there has been a failure and a complaint. Behaviour required of employees to handle problem customer encounters.
