MKT 723 Chapter Notes - Chapter 5: Critical Incident Technique, Customer Satisfaction, Absolutely Positively

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Jane Saber

Document Summary

Customer perceptions: customer perception: how customers perceive services, how they assess whether they have experienced quality service, and whether they are satisfied. Identify factors that enhance of detract from the service quality: reliability, assurance, tangibles, empathy and responsiveness. What is customer satisfaction: satisfaction: satisfaction is the consumer"s fulfilments response. What determines customer satisfaction: product/service quality price/quality relationships, when it"s cheaper you expect less quality, when its expensive you expect greater quality, ex. Increased customer retention: loyal customers increases retention, wom and increased revenues, generating loyal customers is the goal, positive wom communications, wom in services is a highly profitable took, the power of wom was increased by social media. Service quality: the customer"s judgment of overall excellence of the service provided in relation to the quality that was expected, service quality assessments are formed on judgments of: o, outcome quality, interaction quality.