ADM 3322 Study Guide - Servqual

• School: University of Ottawa
• Department: Administration
• Course: ADM 3322
• Professor: All

Document Summary

Services marketing chapter 10: customer-defined service standards. Standardization can take 3 forms: 1) substitution of technology for personal contact, 2) improvement in work methods, 3) combinations of these two methods. Customer-defined standardization ensures that the most critical elements of a service are performed as expected by customers, as opposed to executing every aspect of service in a uniform manner. Specific targets for individual behaviours: ex: don"t set goals such as call customer back quickly , because quickly may be interpreted differently by each employee. Set unambiguous goals such as call customer back within 4 hours ) Formal goals involving the overall department or company: ex: to call customer back within 4 hours 97% of the time, and evaluate its success over a monthly or annually basis. A company-defined standard, such as voice-activated answering systems, often conflict with customer-defined standards, such as the desire to speak with a human.