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8/3/2019 Listening to Customer Requirements
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Prof. Rushen Chahal
LISTENING TO CUSTOMER
REQUIREMENTS
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Provider GAP 1Provider GAP 1
Company
Perceptions of Consumer Expectations
ExpectedService
CUSTOMER
COMPANY
GAP 1
Part 2 Opener
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UNDERSTANDING
CUSTOMER EXPECTATIONS AND
PERCEPTIONS THROUGH MARKETING RESEARCH
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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 facilitateinteraction between contact people and
management
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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 tocompetition
To assess gaps between customer expectations andperceptions
To gauge effectiveness of changes in service
To appraise service performance of individuals andteams for rewards
To determine expectations for a new service
To monitor changing expectations in an industry
To forecast future expectations
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Figure 5-1
Criteria for An Effective Services
Research Program
Research
Objectives
Includes
Perceptions
and
Expectationsof
Customers
Includes
Measures
of
Loyalty orBehavioral
Intentions
IncludesStatisticalValidity
When Necessary
MeasuresPriorities
or Importance
Occurs
with
Appropriate
Frequency
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Portfolio of Services Research
Customer ComplaintSolicitation
³Relationship´ Surveys
Post-Transaction Surveys
Customer Focus Groups
³Mystery Shopping´ of
Service Providers
Employee Surveys
Lost Customer Research
Identify dissatisfied customers to attempt recovery;identify most common categories of service failure for remedial action
Obtain customer feedback while service experience is stillfresh; act on feedback quickly if negative patterns develop
Use as input for quantitative surveys; provide a forumfor customers to suggest service-improvement ideas
Assess company¶s service performance compared tocompetitors; identify service-improvement priorities; trackservice improvement over time
Measure individual employee service behaviors for use incoaching, training, performance evaluation, recognition andrewards; identify systemic strengths and weaknesses inservice
Measure internal service quality; identify employee-perceived obstacles to improve service; trackemployee morale and attitudes
Determine the reasons why customers defect
Research Objective Type of Research
Future Expectations ResearchTo forecast future expectations of customersTo develop and test new service ideas
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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
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Figure 5Figure 5--55
Service Quality PerceptionsService Quality Perceptions
Relative to Zones of ToleranceRelative to Zones of Toleranceby Dimensionsby Dimensions
Retail Chain
9
8
7
6
5
4
3
2
1
0Reliability Responsiveness Assurance Empathy Tangibles
OO OO
Zone of Tolerance S.Q. PerceptionO
O
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Service Quality PerceptionsService Quality Perceptions
Relative to Zones of Tolerance byRelative to Zones of Tolerance by
DimensionsDimensions
Computer Manufacturer
10
8
6
4
2
0
Reliability Responsiveness Assurance Empathy Tangibles
OOO O
O
Zone of Tolerance S.Q. PerceptionO
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Figure 5-6
Importance/Performance Matrix
HIGH
HIGH
LOW
Performance
I m p o r t a n c e
Attributes to Improve Attributes to Maintain
High
Leverage
Attributes to De-emphasize Attributes to Maintain
Low
Leverage