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Customer Satisfaction and Service Quality

This document discusses customer satisfaction and service quality. It defines customer satisfaction as a broader concept influenced by perceptions of service quality, product quality, and price. Service quality is evaluated based on the dimensions of reliability, assurance, responsiveness, empathy and tangibles. Higher customer satisfaction leads to increased customer loyalty, positive word-of-mouth, and greater revenues and profits. The document also examines how customers judge an organization's service quality across the five dimensions and how their expectations can differ from their actual perceptions of the service received.

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103 views

Customer Satisfaction and Service Quality

This document discusses customer satisfaction and service quality. It defines customer satisfaction as a broader concept influenced by perceptions of service quality, product quality, and price. Service quality is evaluated based on the dimensions of reliability, assurance, responsiveness, empathy and tangibles. Higher customer satisfaction leads to increased customer loyalty, positive word-of-mouth, and greater revenues and profits. The document also examines how customers judge an organization's service quality across the five dimensions and how their expectations can differ from their actual perceptions of the service received.

Uploaded by

towaimer
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Customer Satisfaction and Service

Quality
Customer Perceptions of Service

 Customer Satisfaction
 Service Quality

4-2
Customer Perceptions of Quality and Customer
Satisfaction

4-3
Customer satisfaction versus service
quality
 Satisfaction is generally viewed as a broader
concept, while Service quality focuses specifically
in the dimensions of a service
 Service quality is a focused evaluation that reflects
customer’s perception of reliability, assurance,
responsiveness, empathy and tangibles.
 Satisfaction is influenced by the perception of
service quality, product quality, and price as well
as situational factors and service factors
Factors Influencing Customer Satisfaction

Specific product or service features


Consumer emotions
Attributions for service success or failure
Perceptions of equity or fairness
Other consumers, family members, and
coworkers
4-5
Outcomes of Customer Satisfaction

 Increased customer loyalty


 Positive word-of-mouth communications
 Increased revenues
 Increased return to shareholders

4-6
Relationship between Customer Satisfaction and
Loyalty in Competitive Industries

4-7
What is Service Quality?
The Customer Gap

Expected
Service

Customer gap

Perceived
Service

 Service quality is the customer’s judgment of overall excellence of the service


provided in relation to the quality that was expected.
4-8
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:
 outcome quality
 interaction quality
 physical environment quality

4-9
The Five Dimensions of Service Quality
Reliability Ability to perform the promised service dependably
and accurately.

Assurance Knowledge and courtesy of employees and their


ability to inspire trust and confidence.

Tangibles Physical facilities, equipment, and appearance of


personnel.

Empathy Caring, individualized attention the firm provides its


customers.

Responsiveness Willingness to help customers and provide prompt


service.

4-10
Geek Squad’s Focus on Responsiveness

4-11
How Customers Judge the Five Dimensions of Service
Quality

4-12
SERVQUAL Attributes
RELIABILITY EMPATHY
 Providing service as promised  Giving customers individual attention
 Dependability in handling customers’  Employees who deal with customers in a
service problems caring fashion
 Performing services right the first time  Having the customer’s best interest at heart
 Providing services at the promised time  Employees who understand the needs of
 Maintaining error-free records their customers
 Convenient business hours
RESPONSIVENESS
 Keeping customers informed as to when TANGIBLES
services will be performed  Modern equipment
 Prompt service to customers  Visually appealing facilities
 Willingness to help customers  Employees who have a neat,
professional appearance
 Readiness to respond to customers’
requests  Visually appealing materials
associated with the service
ASSURANCE
 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
4-13
Exercise to Identify Service Attributes
In 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
customer’s point of view.

Reliability:

Assurance:

Tangibles:

Empathy:

Responsiveness
:
4-14

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