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Part 2

Part 2. LISTENING TO CUSTOMER REQUIREMENTS. Provider GAP 1. CUSTOMER. Expected Service. GAP 1. Company Perceptions of Consumer Expectations. COMPANY. Part 2 Opener. Chapter. Understanding Customer Expectations and Perceptions Through Marketing Research. 5.

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Part 2

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  1. Part 2 LISTENING TO CUSTOMER REQUIREMENTS

  2. Provider GAP 1 CUSTOMER Expected Service GAP 1 Company Perceptions of Consumer Expectations COMPANY Part 2 Opener

  3. Chapter Understanding Customer Expectations and Perceptions Through Marketing Research 5 • Using Marketing Research to Understand Customer Expectations • Elements in an Effective Services Marketing Research Program • Analyzing and Interpreting Marketing Research Findings • Using Marketing Research Information • Upward Communication

  4. Objectives for Chapter 5:Understanding Customer Expectations and Perceptions through Marketing Research • Present the types of and guidelines for marketing research in services. • Show the ways that marketing research information can and should be used for services. • Describe the strategies by which companies can facilitate interaction and communication between management and customers. • Present ways that companies can and do facilitate interaction between contact people and management.

  5. Common Research Objectives for Services • To identify dissatisfied customers • To discover customer requirements or expectations • To monitor and track service performance • To assess overall company performance compared to competition • To assess gaps between customer expectations and perceptions • To gauge effectiveness of changes in service • To appraise service performance of individuals and teams for rewards • To determine expectations for a new service • To monitor changing expectations in an industry • To forecast future expectations

  6. Figure 5.1Criteria for an EffectiveService Research Program

  7. Portfolio of Services Research Type of Research Research Objective Identify dissatisfied customers to attempt recovery; identify most common categories of service failure for remedial action Customer Complaint Solicitation “Relationship” Surveys Post-Transaction Surveys Customer Focus Groups “Mystery Shopping” of Service Providers Employee Surveys Lost Customer Research Assess company’s service performance compared to competitors; identify service-improvement priorities; track service improvement over time Obtain customer feedback while service experience is still fresh; act on feedback quickly if negative patterns develop Use as input for quantitative surveys; provide a forum for customers to suggest service-improvement ideas Measure individual employee service behaviors for use in coaching, training, performance evaluation, recognition and rewards; identify systemic strengths and weaknesses in service Measure internal service quality; identify employee-perceived obstacles to improve service; track employee morale and attitudes Determine the reasons why customers defect To forecast future expectations of customers To develop and test new service ideas Future Expectations Research

  8. Stages in the Research Process • Stage 1 : Define Problem • Stage 2 : Develop Measurement Strategy • Stage 3 : Implement Research Program • Stage 4 : Collect and Tabulate Data • Stage 5 : Interpret and Analyze Findings • Stage 6 : Report Findings

  9. Figure 5.3Tracking of Customer Expectations and Perceptions of Service Reliability

  10. Figure 5.4Service Quality Perceptions Relative to Zones of Tolerance (by Dimensions) 9 8 7 6 5 4 3 2 1 0 O O O O O Reliability Responsiveness Assurance Empathy Tangibles O = Zone of Tolerance = S.Q. Perception Retail Chain

  11. Service Quality Perceptions Relative to Zones of Tolerance(by Dimensions) 10 8 6 4 2 0 O O O O O Reliability Responsiveness Assurance Empathy Tangibles Computer Manufacturer O = Zone of Tolerance = S.Q. Perception

  12. Figure 5.5 Importance/Performance Matrix HIGH High Leverage   Attributes to Improve Attributes to Maintain      Importance Low Leverage    Attributes to Maintain Attributes to De-emphasize Performance LOW HIGH

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