raipur hedausachinConsumer Behavior\marketing\perception\service marketing\emotional marketing

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!