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Chapter 12

Chapter 12. Researching Service Success and Failure. Objectives. To emphasize the importance of researching service success and failure To examine why service success is so difficult to achieve To discuss methods for researching services

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Chapter 12

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  1. Chapter 12 Researching Service Success and Failure

  2. Objectives • To emphasize the importance of researching service success and failure • To examine why service success is so difficult to achieve • To discuss methods for researching services • To explore creating a service quality information system

  3. Outline • Introduction • Why Is Researching Service Success and Failure Necessary? • Why Is Service Success So Difficult to Achieve? • Research Methods for Services • Creating a Service Quality Information System • Summary and Conclusion

  4. Why Is Researching ServiceSuccess and Failure Necessary? • Determining success or failure is a key focus of service performance measurement. • Success or failure information can be used to reward excellent performance, set priorities among process improvement options, and preempt customer switching behavior. • In cases of extreme dissatisfaction and satisfaction, the customer is often very vocal.

  5. Why Is Service SuccessSo Difficult to Achieve? • Service success is difficult because: • Services are dynamic and experiential in nature. • Services exist only when they are rendered. • Services occur in real time. • The same forces contributing to unpredictable service quality complicate investigating services using traditional research methodologies. • Measure service performance using a combination of methods, thereby offsetting the limitations of any single method.

  6. Research Methodsfor Services • Observational Techniques • Mystery Shopping • Employee Reports • Survey Methods • Focus Groups • Experimental Field Testing • Critical Incident Technique • Moments of Truth Impact Analysis

  7. Research Methodsfor Services (cont’d) • Mystery shopping • an unobtrusive method of gathering data in which people pose as bona fide shoppers to observe and collect information about an organization's service performance.

  8. Research Methodsfor Services (cont’d) • The Critical Incident Technique • research method especially useful to study the service experiences of customers and frontline employees.

  9. Research Methodsfor Services (cont’d)

  10. Research Methodsfor Services (cont’d)

  11. Creating a Service QualityInformation System • What to Measure • Use service blueprints as guides to structure questions, make direct observations, and ensure that all essential aspects of the service experience are covered • What to Do with the Information • Uncover problem areas • Adjust service standards • Decide which activities need the highest priority

  12. Creating a Service QualityInformation System(cont’d)

  13. Supplemental Slides • Why Observational Research for Services? • The Research Process • Identify and Formulate the Problem • Determine Data Needs and Sources • Choose Research Design • Design the Sample • Develop Data Collection Forms • Collect the Data • Process and Analyze the Data • Report Preparation • Chapter Web Sites

  14. Why ObservationalResearch for Services? • Services are dynamic, experiential processes • Survey or experimental methods are not capable of fully capturing these dynamic, experiential processes • Observation offers naturalistic insights into service phenomena • Direct human observation does not rely on the service participants’ recall or verbal capabilities, nor does it require their cooperation

  15. The Research Process

  16. The Research Process (cont’d)

  17. 1. Identify and Formulate the Problem • Most important research step • Can also be most difficult research step • Problems are not always what they appear to be • State as a question • Don’t label symptoms of the problem as the problem • The researcher also must determine why the research is needed

  18. 2. Determine Data Needs and Sources • Identify the information needs for this problem • Is secondary data available? • Internal • External • Secondary data should always be sought. • Saves time & money

  19. 3. Choose Research Design • Survey • Experimental • Observational

  20. 4. Design the Sample • Key goal is representativeness • Kind of sample • Probability – known chance • Nonprobability – unknown chance • Sample size

  21. 5. Develop Data Collection Forms • Four basic methods: • Self-administered • Telephone • Personal • Electronic

  22. 6. Collect the Data • Pretesting of the main study • Field work • Supervision of interviewers

  23. 7. Process and Analyze the Data • Process – Editing, coding, tabulating • Analysis – Statistical interpretation via computer

  24. 8. Report Preparation • Form of report • Written • Oral • Explain the research process • Interpret findings • Summary section

  25. Web Sites • Hertz (http://www.hertz.com), p. 174 • Mary Kay (http://www.marykay.com), p. 174 • Southwest Airlines (http://www.southwest.com), p. 174 • BizRate (http://www.bizrate.com/), p. 180 • Marriott Hotels (http://www.marriott.com), p. 181

  26. Web Sites (cont’d) • McDonald’s (http://www.mcdonalds.com), p. 181 • Citibank (http://www.citibank.com), p. 181 • Olive Garden (http://www.olivegarden.com), p. 181 • Skype (http:// www.skype.com), p. 185

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