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8/3/2019 W4 - Chap006
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Copyright 2007 McGraw-Hill Ryerson Limited.,
Chapter 6
Understanding Customer
Requirements
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Copyright 2007 McGraw-Hill Ryerson Limited.,
CompanyPerceptions of
ConsumerExpectations
ExpectedService
CUSTOMER
COMPANY
ListeningGap
Provider Gap 1
Part 3 Opener
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Objectives for Chapter 6:
Listening to Customers through Research
Present the types of and guidelines for marketing research in
services.
Show how marketing research information can and should be
used for services.
Describe the strategies by which companies can facilitate
interaction and communication between management and
customers.
Present ways that companies can and do facilitate interaction
between contact people and management.
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Listening to Customers
through Research
Using marketing research to understand customer
expectations
Elements in an effective services marketing
research program
Analyzing and interpreting marketing research
findings
Model services marketing research programs
Using marketing research information
Upward communication
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Research Excellence in Services
Voice of Customer Study
Customer Satisfaction Index
Customer Problem Resolution Process
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Criteria for an Effective
Service Research Program
Includes both qualitative and quantitative research
Includes both expectations and perceptions of
customers
Balances the cost of the research and the value of theinformation
Includes statistical validity when necessary
Measures priorities or importance of attributes
Occurs with appropriate frequency
Includes measures of loyalty, behavioral intentions, or
actual behavior
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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
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Conducting Marketing Research
on the Web
Speed
Ability to target hard-to-reach populations
Ability to target customers with money
Opportunity to use multimedia to present video andaudio
No interviewers
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Elements in an Effective Services
Research Program
Complaint solicitation
Critical incidents studies
Requirements research
Relationship and SERVQUAL surveys
Trailer calls or post-transaction surveys Service expectation meetings and reviews
Process checkpoint evaluation
Market-oriented ethnography
Mystery shopping
Customer panels
Lost customer research
Future expectations research
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Analyzing and Interpreting
Research Findings
Tracking of Performance, Gap Scores and
Competition
Zones of Tolerance Charts
Importance/Performance Matrices
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Tracking of Customer Expectations and
Perceptions of Service Reliability
Source: E. Sivadas, Europeans Have a Different Take on CS [Customer Satisfaction] Programs,Marketing News, October 26, 1998, p. 39.
Figure 6.4
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Retail Chain
9
8
7
6
5
4
3
2
1
0 Reliability Responsiveness Assurance Empathy Tangibles
OO
= Zone of Tolerance = Service Quality PerceptionO
OO
O
Service Quality Perceptions
Relative to Zones of ToleranceFigure 6.5
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Importance/Performance Matrix
HIGH
HIGHLOW Performance
Importance
Attributes to Improve Attributes to Maintain
High
Leverage
Attributes to De-emphasizeAttributes to Maintain
Low
LeverageLow
Leverage
Figure 6.6
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Model Services Research Programs
Disney
Federal Express
MuchMusic
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Upward Communication
Executive visits to customers
Executive listenings
Research on intermediate customers
Employee internal satisfaction surveys
Employee visits or listenings
Employee suggestions