Understanding Customer Expectations Perceptions through Marketing - PowerPoint

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        Understanding Customer
        Expectations & Perceptions
        through Marketing Research
        (Chapter 5)
       Gap 1

       Stages in the Research Process

       Services Research Strategies

       Services Research Issues


                                          - Dwayne D. Gremler
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                Provider Gap 1

    CUSTOMER
                           Expected
                            Service

                            (Customer Gap)
               GAP 1

                         Company
    COMPANY            Perceptions of
                         Consumer
                        Expectations



                        Figure 5-1


                                              - Dwayne D. Gremler
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        Understanding Expectations
        through Marketing Research

       Gap 1:
         Not Knowing What Customers Expect
       Some reasons for existence of Gap 1:
        
        
        




                                                - Dwayne D. Gremler
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        Stages in the Research Process

       Stage 1 : Define Problem

       Stage 2 : Develop Measurement Strategy

       Stage 3 : Implement Research Program

       Stage 4 : Collect and Tabulate Data

       Stage 5 : Interpret and Analyze Findings

       Stage 6 : Report Findings
                                                    - Dwayne D. Gremler
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        Why do services research?

       To identify dissatisfied customers
       To discover customer requirements or expectations
       To monitor and track service performance
       To assess overall company performance compared to
        competition
       To assess gaps between customer expectations and
        perceptions
       To gauge effectiveness of changes in service
       To appraise performance of individuals/teams for rewards
       To determine expectations for a new service
       To monitor changing expectations in an industry
       To forecast future expectations
                                                        - Dwayne D. Gremler
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        Services Research Strategies

       Qualitative and Quantitative Research
       Common Services Research Techniques:
        
        
        
            
        
        
        
        

                                                 - Dwayne D. Gremler
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           Portfolio of Services Research
     Research Objective                                           Type of Research
    Identify dissatisfied customers to attempt recovery;           Customer Complaint
    identify most common categories of service failure for
    remedial action                                                Solicitation
    Assess company’s service performance compared to
    competitors; identify service-improvement priorities; track
    service improvement over time
                                                                   “Relationship” Surveys
    Obtain customer feedback while service experience is still
    fresh; act on feedback quickly if negative patterns develop    Post-Transaction Surveys
    Use as input for quantitative surveys; provide a forum
    for customers to suggest service-improvement ideas             Customer Focus Groups
    Measure individual employee service behaviors for use in
    coaching, training, performance evaluation, recognition        “Mystery Shopping” of
    and rewards; identify systemic strengths and weaknesses
    in service
                                                                   Service Providers
    Measure internal service quality; identify employee-
    perceived obstacles to improve service; track                  Employee Surveys
    employee morale and attitudes

    Determine the reasons why customers defect                     Lost Customer Research
    To forecast future expectations of customers
    To develop and test new service ideas
                                                                  Future Expectations Research

                                                                                - Dwayne D. Gremler
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        Services Research Issues

    



    



    



    




                                    - Dwayne D. Gremler
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     Service Quality Perceptions Relative to
     Zones of Tolerance (by Dimensions)
    9
    8
    7                                                                  O
           O                               O
    6                       O                             O
    5
    4
    3
    2
    1
    0
        Reliability   Responsiveness   Assurance      Empathy     Tangibles

    Retail Chain                = Zone of Tolerance   O       = S.Q. Perception
                                        Figure 5-6

                                                                        - Dwayne D. Gremler
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        Importance/Performance Matrix
                                          Figure 5-7
     HIGH
             High
                                                                         
             Leverage
                                      

             Attributes to Improve                     Attributes to Maintain
                                                            
                                                                    
                          

Importance

                                                                  
                                                       
                              
             Attributes to Maintain                    Attributes to De-emphasize
                                                                          Low
                                                                          Leverage
     LOW                                                                               HIGH
                                      Performance

                                                                        - Dwayne D. Gremler
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         Using Marketing Research

        major purpose
         
        upward communication
         

         




                                     - Dwayne D. Gremler