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Consumer Behavior\marketing\perception\service marketing\emotional marketing
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Consumer Perception Of Service
Presented By :
SACHIN HEDAUPGDM-VDisha Technical Campus
This Objectives are………..
Influences on customer perceptions of service and the relationships among customer satisfaction, service quality, and individual service encounters.
Importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.
Service quality and its five key dimensions: reliability, responsiveness, empathy, assurance, and tangibles.
Service encounters or “moments of truth” are the essential building blocks from which customers form their perceptions.
This Objectives are………..
1. Provide a solid basis for understanding what influences customer perceptions of service and the relationships among customer satisfaction, service quality ,and individual service encounter.
Customer Perception
Customer Satisfaction
Service QualityIndividual Service
Encounter
Customer Perceptions
Perception is the process by which people select, organize, and interpret information.
The way in which individuals analyze and interpret incoming information and make sense of it.
Perception is the cognitive impression that is formed of "reality" which in turn influences the individual's actions and behavior toward that object.
EXAMPLESAdvertizing that is directed at the creation of a
specific image or perception of a Company, Product, or Service.Mouth Publicity.
S8
Customer Satisfaction
Offer Service
By Customers
Fulfill Deman
d +
By Service Providers
=
Satisfaction
By Consumers S3
Service Quality
S10
Individual Service Encounter
Is the “moment of truth”Occurs any time the customer interacts with the firmCan potentially be critical in determining customer satisfaction
and loyaltyTypes of encounters:
Remote encounters, phone encounters, face-to-face encounters.
Is an opportunity to:build trustreinforce qualitybuild brand identityincrease loyalty
S20
Customer PerceptionsExample
According to determinant of Customer Satisfaction:
Product and Service Features
Product : HOTEL
Service : Resort Hotel.
Service Features : The Pool Area, Access to golf facilities, room comfort and privacy, room price, price level versus quality versus friendliness of personnel versus level of customization.
S8
Consumer Emotion
Personal Factor.
Situational Factor.
Consumer Moods.
S9
Service Success&
Failure
Other Consumer,
Family Member,
Coworkers
S3
Reliability:Delivering
on Promises
Ability to perform the promised service dependably and accurately.
The Company delivers on its promises- promises about delivery, service provision, problem resolution, and pricing.Customer want to do business with companies that keeo their promises,particularly their promises about the service outcomes and core service attributes.
Examples: Such as Telecommunication:Ariel, Idea, Reliance associates (Demo Sims, New Sims,Land Line Connections ) S11
S15
Responsiveness
Willingness to help customers and provide prompt service.
Attentiveness and promptness in dealing with customer requests, questions,complaints,and problems.
Responsiveness is communicated to customers by the length of time they have to wait for assistance (help), answers to questions, or attention to problems.
Examples:Call Centers, Banking Services, Income Tax Services, Education Services and etc..
S12
S16
Assurance: Inspiring trust and Confidence
Employee’s Knowledge and courtesy (manner) and their ability to inspire trust and confidence.
Assurance (Ashwasan) : Important for services that customers perceive as high risk or for services of which they feel uncertain about their ability to evaluate outcomes.
Trust and Confidence: It may be embodied in the person who links the customer to the company.
Examples: Banking, Insurance, Brokerage, Medical, Legal Services. In these service contexts the company seeks to build trust and loyalty between key contact people and individual customers. (Coordination between the Consumer and Company)
S13
S17
Empathy: Treating Customer as Individuals
Caring, Individualized attention given to customer.
The essence of empathy is conveying, through personalized or customized services, that customers are unique and special and their needs are understood.
Personnel at small services firms often know customers by name an build relationships that reflect their personal knowledge of customer requirements and preferences.
Examples : Private Clubs, Government Clubs, VVIPS, Loyal Customers
S14
S18
Tangibles: Representing the Service Physically
Appearance of Physical facilities, equipment, personnel, and written material .
Physical representation or images of the service that customer, particularly new customer, will use to evaluate quality. Service industries emphasize tangibles in their strategies include hospitality services.
S19
SERVQUAL Attributes
Reliability:Delivering on
Promises
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.
S10
Responsiveness
Keeping customers informed as to when services will be performed.
Prompt service to customers. Willingness to help customers. Readiness to respond to customers’
requests.
S11
Assurance: Inspiring trust and Confidence
Employees who instill confidence in customers.
Making customers feel safe in their transactions.
Employees who are consistently courteous.
Employees who have the knowledge to answer customer questions.
S12
Empathy: Treating Customer as Individuals
Giving customers individual attention. Employees who deal with customers in a
caring fashion. Having the customer’s best interest at heart. Employees who understand the needs of their
customers. Convenient business hours.
S13
Tangibles: Representing the Service Physically
Modern equipment. Visually appealing facilities. Employees who have a neat, professional
appearance. Visually appealing materials associated with the
service.
S13
S2
A Service Encounter Cascadefor a Hotel Visit
Checkout
Check-In
Request Wake-Up Call
Bellboy Takes to Room
Restaurant Meal
S21
A Service Encounter Cascade for an Industrial Purchase
Sales Call
Ordering Supplies
Billing
Delivery and Installation
Servicing
Thank YOU!