McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Chapter 4 Customer Perceptions of Service Customer Perceptions Service Quality Customer Satisfaction Service Encounters: The Foundations for Satisfaction and Service Quality Strategies for Influencing Customer Perceptions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer Perceptions Perception is reality.

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer Perceptions The customer’s judgment of overall service provided. –Physical environment –Process –Outcome

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer Perceptions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer Perceptions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer Perceptions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer Perceptions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Quality The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected. Service quality assessments are formed on judgments of: –Physical environment quality –Process quality –Outcome quality

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer satisfaction “Everyone knows what satisfaction is until asked to give a definition. Then it seems, nobody knows" --- Oliver (1997)

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer satisfaction 满意是消费者的实践反应（ a fulfillment response ） ，它是判断一件产品或服务的 特性，或其本身的尺度，或者说，它提供 了一个与消费相关的实践的愉快水平。 --- Oliver

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer satisfaction Philip Kotler 对顾客满意度的定义 （ 2001 ） “ 顾客满意度（ Customer Satisfaction ）是指一个 人通过对一个产品或服务的可感知的效果 (Perceived performance) 与他的消费前期望值 (Prepurchase Expectancy) 相比较后, 所形成的愉 悦或失望的感觉状态。 ”

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer satisfaction Oliver 的期望差异模型理论 顾客的满意度水平是可感知效果和期望值之间 的差异函数。 CS = P - E Customer Satisfaction = Perception - Expectation

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Customer satisfaction CS=P-E – 当 CS<0 时，顾客就会感到不满意； – 当 CS=0 时，顾客就会刚好感觉到满意； – 当 CS>0 时，顾客就会感觉到高度满意甚至惊喜。

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 4.1 Customer Perceptions of Service Quality and Customer Satisfaction

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Outcomes of Customer Satisfaction Increased customer retention Positive word-of-mouth communications Increased revenues

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 4.4 Relationship between Customer Satisfaction and Loyalty in Competitive Industries 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.

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Quality The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected.

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Quality What is excellent service?

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved The Five Dimensions of Service Quality Tangibles Reliability Responsiveness Assurance Empathy

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved n Providing service as promised n Providing services at the promised time RELIABILITY SERVQUAL Attributes

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved n Making customers feel safe in their transactions n Employees who are consistently courteous n Employees who have the knowledge to answer customer questions ASSURANCE SERVQUAL Attributes

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved n Modern equipment n Visually appealing facilities n Employees who have a neat, professional appearance TANGIBLES SERVQUAL Attributes

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved n Giving customers individual attention n Understanding the needs of their customers n Convenient business hours EMPATHY SERVQUAL Attributes

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved n Keeping customers informed as to when services will be performed n Willingness to help customers n Readiness to respond to customers’ requests RESPONSIVENESS SERVQUAL Attributes

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved The 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

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved The Service Encounter is an opportunity to: –build trust –reinforce quality –build brand identity –increase loyalty

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved The Service Encounter types of encounters: –remote encounters –phone encounters –face-to-face encounters

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Group Exercise Compare using dangdang.com to purchase a book versus going to a traditional bookstore. What ‘s the difference between these two experiences? What are the most important influencing factors to your service quality perception under these two circumstances? Brainstorming

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Common Themes in Critical Service Encounters Research Recovery: Adaptability: Spontaneity:Coping: Employee Response to Service Delivery System Failure Employee Response to Customer Needs and Requests Employee Response to Problem Customers Unprompted and Unsolicited Employee Actions and Attitudes

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Recovery 补救 Acknowledge problem Explain causes Apologize Compensate/upgrade Lay out options Take responsibility Employee Response to Service Delivery System Failure 雇员对服务传递系统失 误的反应 DO

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Adaptability 适应能力 Recognize the need Acknowledge Anticipate Attempt to accommodate Explain rules/policies Take responsibility Exert effort to accommodate Employee Response to Customer Needs and Requests 雇员对方顾客需求和要 求的反应 DO

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Spontaneity 自发性 Take time Be attentive Anticipate needs Listen Provide information (even if not asked) Treat customers fairly Show empathy Acknowledge by name Unprompted and Unsolicited Employee Actions and Attitudes 未经鼓动的，主动提供 的服务行为 DO

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Coping 应对 Listen Try to accommodate Explain Let go of the customer Employee Response to Problem Customers 雇员对问题顾客的反应 DO

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 4.7 Evidence of Service from the Customer’s Point of View People Process Physical 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 Website

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Team projects Choose a local company to visit with the following questions in mind: –Think about the 5 dimensions of service quality: reliability; tangibles; responsiveness; assurance; and empathy. How do they apply to this company? Which dimensions might be the most/least important? –Assume you are a manager of this company. Discuss general strategies you might use to maximize customers’ positive perceptions of your company.