MKT 723 Study Guide - Focus Group, Servqual, Critical Incident Technique

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Armand Gervais

Document Summary

Services research program- composite of all research needed to address the objectives and execute an overall measurements strategy. Includes qualitative and quantitative research: qualitative research- conduct to clarify the problem definition, to prepare for more formal research, or to gain insight when more formal research is not necessary. Direct importance measures ask customers to prioritize dimensions of service: asking respondents to allocate a total of 100 points across the various service dimensions. Includes measure of loyalty, behavioural intentions, or behaviour: measuring the positive and negative consequences of service quality along with overall satisfaction or service quality scores. Positive behavioural intentions- saying positive things about the company, recommending it to a friend, remaining loyal, spending more with the company, and paying a price premium. Negative behavioural intentions- saying negative things to others, doing less business with the company, switching to another company, and complaining to outside organizations as the better business bureau.