Service marketing (13).ppt

8/19/2019 Service marketing (13).ppt

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Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 13 - 1

Chapter 13

Customer Feedback and Service Recovery


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American Customer Satisfaction Index:Selected Industry Scores, 2002

Industry:

S o f t d

r i n k s

E x p

r e s s m

a

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p a r c e l s

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a n s

,

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C o m

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a n

k s

H o t e l s

P e r s o

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c o m p u t e

r s

A i r l i n

e s

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i t a l s

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R e s t a u

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e

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ey 3uestions for ana.ers to As4 a5outCustomer Complainin. 6e-a/ior

Why do customers complain?

What proportion of unhappy customers complain?

Why don’t unhappy customers complain?

Who is most likely to complain?

Where do customers complain?


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Courses of Action 7pen to a 8issatisfiedCustomer (Figure 13.1)

Ser/ice Encounteris 8issatisfactory

Ser/ice Encounteris 8issatisfactory

9a4e some formof pu5lic action

9a4e some formof pu5lic action

9a4e some formof pri/ate action

9a4e some formof pri/ate action

9a4e no action

9a4e no action

Complain to t-eser/ice firm

Complain to t-eser/ice firm

Complain to at-ird party

Complain to at-ird party

9a4e le.al actionto see4 redress

9a4e le.al actionto see4 redress

8efect sitc-pro/ider!

8efect sitc-pro/ider!

;e.ati/e ordofmout-

;e.ati/e ordofmout-

Any one or a com5ination oft-ese responses is possi5le

Any one or a com5ination oft-ese responses is possi5le


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8imensions of


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7/18Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 13 - 7

Impact of Effecti/e Ser/ice Reco/eryon Retention

!o

Pro"#em

Pro"#em

$nreso#ved

Customer Retention

0+ '0+ 20+ )0+ &0+ #0+ (0+ $0+ "0+ %0+ '00+

"&+

%2+

&(+

Source: %B&'Rochester study

Pro"#em("ut effective#y

reso#ved



Components of an Effecti/e Ser/ice Reco/erySystem (Figure 13.3)



Strate.ies to Reduce Customer Complaint6arriers (Tale 13.1)

Complaint 6arriers for8issatisfied Customers Strate.ies to Reduce 9-ese 6arriers

Incon/enience

8ifficult to find t-e ri.-t complaintprocedure*

Effort, e*.*, ritin. a letter .

a4e feed5ac4 easy and con/enient 5y:



Ho to Ena5le Effecti/e Ser/ice Reco/ery

!e proacti"e#on the spot$ efore customerscomplain

%lan reco"ery procedures

Teach reco"ery skills to rele"ant personnel

&mpo'er personnel to use udgment and skills tode"elop reco"ery solutions



Duidelines for Effecti/e



Ser/ice Duarantees Help

act on, customer feed5ac4Reduce ris4s of purc-ase

and 5uild loyalty



9ypes of Ser/ice Duarantees

*ingle attriute+specific guarantee , one key ser"iceattriute is co"ered

ultiattriute+specific guarantee , a fe' important ser"iceattriutes are co"ered

Full+satisfaction guarantee , all ser"ice aspects co"ered'ith no e-ceptions

omined guarantee , like the full+satisfaction$ addinge-plicit minimum performance standards on importantattriutes



9-e Hampton Inn '00+ Satisfaction Duarantee(Figure 13./)

@-at are t-e 5enefits of suc-

a .uarantee

Are t-ere any donsides



ey 75Gecti/es of Effecti/e Customer Feed5ac4Systems

0ssessment and enchmarking of ser"ice ualityand performance

ustomer+dri"en learning and impro"ements

reating a customer+oriented ser"ice culture



6uildin. a Customer Feed5ac4 System

Total market sur"eys

%ost+transaction sur"eys

ngoing customer sur"eys

ustomer ad"isory panels &mployee sur"eyspanels

Focus groups

ystery shopping

omplaint analysis apture of ser"ice

operating data



Stren.t-s and @ea4ness of ey Customer Feed5ac4Collection 9ools (Tale 13.3)

Se#ection of a coc)tai# of effective customer feed"ac)co##ection too#s.

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Service marketing (13).ppt