Page 61 - DMGT510_SERVICES_MARKETING

Services Marketing Tanima Dutta, Lovely Professional University

Notes Unit 4: Customer Expectations and Perceptions of

Services through Marketing Research

CONTENTS
Objectives

Introduction
4.1 Marketing Research and the Service Firm
4.1.1 Scope of Marketing Research in Services

4.2 Understanding Customer Expectations
4.2.1 Service Expectations
4.2.2 Factors Influencing Customer Expectations of Service

4.2.3 Managing Customer Service Expectations
4.3 Understanding Customer Perceptions

4.3.1 Factors Influencing Customer Perceptions
4.3.2 Influencing Customer Perceptions
4.4 Summary

4.5 Keywords
4.6 Review Questions

4.7 Further Readings

Objectives

After studying this unit, you will be able to:
State the scope of marketing research in services

Analyse the customer expectations and the factors that affect the customer service

expectations
Realise customer perceptions and the factors that affect the customer perceptions

Know how service marketers influence customer expectations and perceptions through

marketing research

Introduction

Over the past few years, marketing of services has picked up pace and became popular worldwide.
Service organisations largely compete on the basis of the quality of service provided by them.
While some companies successfully deliver quality service to their customers, others are just
clueless. Providing quality service is based on a service organisation’s understanding of customer
expectations and its willingness to meet or exceed these expectations.

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