Services Marketing Day 2 2010-2011

8/7/2019 Services Marketing Day 2 2010-2011

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SM

McGraw-Hill 2000 The McGraw-Hill Companies

Day 2 Services Marketing

CUSTOMER

PERCEPTIONS OFSERVICE

REFI RIFALDI WINDYA GIRI


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Objectives for Chapter 4:

Customer Perceptions of Service

Provide you with definitions and

understanding of customer satisfaction andservice quality

Show that service encounters or themoments of truth are the building blocksof customer perceptions

Highlight strategies for managing customerperceptions of service


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Figure 4-1

Customer Perceptions of

Service Quality and

Customer Satisfaction

Service

Quality

Reliability

Responsiveness

Assurance

Empathy

TangiblesProductQuality

PricePersonal

Factors

Customer

Satisfaction

Situational

Factors


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Factors InfluencingCustomer Satisfaction

Product/service quality

Product/service attributes or features

Consumer Emotions

Attributions for product/service success orfailure

Equity or fairness evaluations


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Outcomes ofCustomer Satisfaction

Increased customer retention

Positive word-of-mouth communications

Increased revenues


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Figure 4-3

Relationship between Customer Satisfaction

and Loyalty in Competitive Industries

0%

20%

40%

60%

80%

100%

Very

dissatisfied

Dissatisfied Neither

satisfied nor

dissatisfied

Satisfied Very

satisfied

Satisfaction measure

Loyalty(reten

tion)

Source: James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger, The Service Profit Chain, (New York, NY: The Free Press, 1997), p. 83.


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Service Quality

The customers judgmentcustomers judgmentof overall

excellence of the service provided in relationto the quality that was expected.

Process and outcome quality are bothimportant.


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The Five Dimensions ofThe Five Dimensions of

Service QualityService Quality

Ability to perform the promisedservice dependably and

accurately.Knowledge and courtesy ofemployees and their ability toconvey trust and confidence.

Physical facilities, equipment,

and appearance of personnel.Caring, individualized attentionthe firm provides its customers.

Willingness to help customers

and provide prompt service.

Tangibles

Reliability

Responsiveness

Assurance

Empathy


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SERVQUAL AttributesSERVQUAL Attributes

Providing service as promised

Dependability in handling customers

service problems Performing services right the first time

Providing services at the promised time

Maintaining error-free records

Keeping customers informed as towhen services will be performed

Prompt service to customers

Willingness to help customers

Readiness to respond to customersrequests

RELIABILITY

RESPONSIVENESS

Employees who instill confidence incustomers

Making customers feel safe in theirtransactions

Employees who are consistently courteous

Employees who have the knowledge toanswer customer questions

ASSURANCE

Giving customers individual attention

Employees who deal with customers in acaring fashion

Having the customers best interest at heart

Employees who understand the needs oftheir customers

Convenient business hours

EMPATHY

Modern equipment

Visually appealing facilities

Employees who have a neat,professional appearance

Visually appealing materialsassociated with the service

TANGIBLES


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Keandalan Cepat Tanggap Jaminan Empati Bukti Nyata

Bengkel Mobil

Kerusakan diperbaikidengan cepat dan siap

digunakan sesuai

dengan janji

Mudah didatangi; tidakmenunggu;

memberikan tanggapan

terhadap permintaan

Mekanik yang

berpengalaman/ahli

Mengenali namapelanggan; mengingat

masalah yang lalu dan

preferensi pelanggan

Fasilitas perbaikan;

ruang tunggu; seragam;

peralatan

Maskapai

Penerbangan

Jadawal keberangkatan

dan kedatangan tepat

sesuai jadwal

Sisetm pelayanan yang

cepat dan tepat ketika

pembelian tiket, dalam

penerbangan, dan

penanganan bagasi

Nama yang terpercaya;

Riwayat keselamatan

penerbangan;

karyawan yang cakap

Memahami kebutuhan

pribadi setiap

pelanggan; dapat

mengantisipasi

keinginan pelanggan

Bandara; konter tiket;

ruang bagasi; sertagam

Rumah SakitDiagnosa yang terbukti

akurat;

Mudah didatangi; tidak

menunggu; kesediaan

untuk mendengar

keluhan

Pengetahuan, keahlian,

dapat dipercaya, dan

reputasi

Mengenali nama

pasien; mengingat

masalah/penyakit

sebelumnya;

kesabaran;

Raung runggu; ruang

pemeriksaan;

peralatan; media tulis

Arsitektur

Menyelesaikan rencana

gambar sesuai dengan

waktu dan biaya yang

telah disepakati

Beradapatasi bila

terjadi perubahan;

Dapat dipercaya;repuatsi; keahlian dan

pengetahuan

Memahami industri

klien; memahami danmampu beradapatasi

terhadap keinginan

klien; mengenal klien

Ruang kantor; laporan-

laporan; rencana-rencana; bukti

pembayaran; pakaian

dari karyawan

Proses

Informasi

Menyediakan informasi

yang dibutuhkan

Cepat tanggap akan

permintaan; tidak

birokratis; penyelesaian

masalah sesuai janji

Staf yang

berpengettahuan;

terlatih dengan baik;

dapat dipercaya

Mengenal pelanggan

internal sebagai

individu; memahami

kebutuhan individu dan

departemen

Internal report; ruang

kantor; cara berpakaian

karyawan


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The Service EncounterThe Service Encounter

is the moment of truth

occurs any time the customer interacts with the firm

can potentially be critical in determining customer

satisfaction and loyalty types of encounters:

remote encounters

phone encounters

face-to-face encounters

is an opportunity to: build trust reinforce quality build brand identity increase loyalty


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Check-In

Request Wake-Up CallCheckout

Bellboy Takes to Room

Restaurant Meal

Figure 4-4

AA Service EncounterService Encounter

Cascade for a Hotel VisitCascade for a Hotel Visit


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Sales Call

OrderingS

upplies

Billing

Delivery and Installation

Servicing

Figure 4Figure 4--55

A Service EncounterA Service EncounterCascade forCascade for an Industrialan Industrial PurchasePurchase


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Critical Service Encounters ResearchCritical Service Encounters Research

GOAL - understanding actual events and

behaviors that cause customerdis/satisfaction in service encounters

METHOD - Critical Incident Technique

DATA- stories from customers and

employees OUTPUT - identification of themes

underlying satisfaction anddissatisfaction with service encounters


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Sample Questions for Critical Incidents

Technique Study

Think of a time when, as a customer, you hada particularlysatisfying (dissatisfying)interaction with an employee of .

When did the incident happen?

What specific circumstances led up to this

situation? Exactly what was said and done?

What resulted that made you feel theinteraction was satisfying (dissatisfying)?


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Common Themes in CriticalCommon Themes in Critical

Service Encounters ResearchService Encounters Research

Recovery: Adaptability:

Spontaneity:Coping:

Employee Responseto Service Delivery

System Failure

Employee Responseto Customer Needs

and Requests

Employee Responseto Problem Customers

Unprompted andUnsolicited EmployeeActions and Attitudes


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RecoveryRecovery

Acknowledge problem

Explain causes Apologize

Compensate/upgrade

Lay out options

Take responsibility

Ignore customer

Blame customer Leave customer to fend forhim/herself

Downgrade

Act as if nothing is wrong

DODO DONTDONT


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AdaptabilityAdaptability

Recognize the

seriousness of theneed

Acknowledge

Anticipate

Attempt to

accommodate Explain rules/policies

Take responsibility

Exert effort toaccommodate

Promise, then fail to

follow through Ignore

Show unwillingnessto try

Embarrass the

customer Laugh at the

customer

Avoid responsibility

DO DONT


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Spontaneity

Take time

Be attentive Anticipate needs

Listen

Provide information(even if not asked)

Treat customersfairly

Show empathy

Acknowledge byname

Exhibit impatience

Ignore Yell/laugh/swear

Steal from or cheat acustomer

Discriminate

Treat impersonally

DO DONT


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Coping

Listen Try to accommodate

Explain

Let go of the customer

Take customersdissatisfaction personally

Let customersdissatisfaction affect others

DO DONT


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Figure 4-6

Evidence of Service from theEvidence of Service from the

Customers Point of ViewCustomers Point of View

People

ProcessPhysical

Evidence

Contact employees

Customer him/herself

Other customers Operational flow of

activities

Steps in process

Flexibility vs.

standard

Technology vs.

human Tangible

communication Servicescape

Guarantees

Technology


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Exercise to

Identify Service AttributesIn groups of five, choose a services industry and spend 10 minutes

brainstorming specific requirements of customers in each of the five

service quality dimensions. Be certain the requirements reflect the

customers point of view.Reliability:

Assurance:

Tangibles:

Empathy:

Responsiveness:


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ANY QUESTION?

Documents

Services Marketing Day 2 2010-2011