BMA258 Lect 2 Customer Experience of Service.pptVIP

Avoid engaging in price or advertising wars with competiors because they take the focus off customers and escalate promises beyond the level at which they can be met. Situational factors are defined as service performance conditions that customer view as beyond the control of the service provider. Customer who recognize that situatinal factors are not the fault of the service company may accept lower levels of adequate service given the context. In general, situational factors temporaily lower the level of adequate service, widening the zone of tolerance. e.g. passenger transportation around the Chinese lunar new year Implicit servie promises are service-related cues other than explict promises that lead to inferences about what the service should and will be like. These quality cues are dominated by price and tangibles associated with the service. Relability is defined as the ability to perform the promised service dependably and accurately. Assurance is defined as employees knowledge and courtesy and the ability of the firm and its emplyees to inspire customer trust and confidence. Attributions -- the perceived causes of events--influence perceptions of satisfaction of satisfaciton. When they have been surprised by an outcome(the service is either much better or much worse than expected), consumers tend to look for the reasons, and their assessments of the reasons can influence their satisfaction. Purchase and Consumption Customers’ Psychological Need and Wants There are a number of needs and wants that must be respected during the service encounter: Security – the need to feel secure and unthreatened by physical, psychological or even economic circumstances. Respect – the need to feel important and that our business is valued. Esteem – the need to have our self esteem maintained or enhanced (concept of face). Fairness and Equity – need to be treated fairly. Post-Purchase Evaluations After service delivery the customer makes and assessment of their levels