Customer Perceptions of Service

Customer Perceptions
 Keep in mind:

 Perceptions are always considered relative to expectations

 Quality and satisfaction are based on customers’
perceptions of the service
Customer Perceptions of Service Quality and
Customer Satisfaction
Customer Satisfaction

 « Satisfaction is the consumer’s fulfillment response. It is

a judgment that a product or service feature, or the
product or service itself, provides a pleasurable level of
consumption-related fulfillement. » Richard Oliver
Factors Influencing Customer Satisfaction

 Product and service features

 Consumer emotions
 Attributions for service or failure
 Perceptions of equity or fairness
Outcomes of Customer Satisfaction

 Increased customer retention

 Positive word-of-mouth communications
 Increased revenues
Relationship between customer satisfaction
and customer loyalty
100%
Loyalty (retention)

80%

60%

40%

20%

0%
Very Dissatisfied Neither Satisfied Very
dissatisfied satisfied nor satisfied
dissatisfied

Satisfaction measure
Service quality

 Service quality is a focused evaluation that reflects the

customer's perception of specific dimensions of service:
reliability, responsiveness, assurance, Empathy, tangibles.
Service Quality Dimensions

Reliability Ability to perform the promised

service dependably and accurately.
Knowledge and courtesy of
Assurance employees and their ability to
convey 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.
E-service Quality

 E-S-QUAL: the extent to which a website facilitates

efficient and effective shopping, purchasing, and delivery.
Dimensions of E-service quality
 efficiency

 fulfillment

 System availability
 E-service
 privacy
 quality
responsiveness

 compensation

contact
The Service Encounter/ Moments of truth

 Services encounters are where promises are kept or

broken and where the proverbial rubber meets the road.
A Service Encounter Cascade for a Hotel Visit
Types of service encounters

 Remote encounters
 Phone encounters
 Face-to-face encounter
Sources of Pleasure/Displeasure in Service
Encounters
Technology-Based service Encounters
The Evidence of Service
Thanks for your attention