Page 74 - DMGT510_SERVICES_MARKETING
P. 74
Unit 4: Customer Expectations and Perceptions of Services through Marketing Research
opportunity to differentiate themselves from their competitors on the basis of the outcome Notes
dimension of service, that is, reliability of service delivery.
On the other hand, to gain an edge over competitors, service companies should surpass their
competitors in the process dimensions of service, that is, assurance, empathy, responsiveness
and tangibles. Process dimensions of service give service providers an opportunity to exceed
their customers expectations and surprise them with their competence, courtesy and
commitment.
Task Visit a few service providers like hairdressers, educational institutes,
doctors, etc. and ask them what they know about the expectations of their customers. Also
ascertain the changes made by them as per customer expectations.
Self Assessment
State whether the following statements are true or false:
6. A bank official fills in all your loan documents without any mistake. This shows that he is
reliable.
7. You wish that you get a free head massage with a haircut. This is your desired service
expectation.
8. Your attitude towards the service providers facility becomes a part of enduring service
intensifiers.
9. When the service provider exceeds customer expectations, it is the stage of customer
delight.
10. You enter a retail store and an on floor executive greets and assists you. This relates to the
empathy dimension.
11. The stage above your minimum level of expectation but below your desired expectation
is the zone of tolerance.
12. You are very hungry and want to eat pizza. This is a transitory service intensifier that may
affect your adequate service expectation.
4.3 Understanding Customer Perceptions
Perception is the process of making a meaningful picture by selectively organizing a set of
stimuli. In the marketing of services, perception can be defined as a customers judgment about
the service experience and pertains to the aspects of value of service delivery, service quality
and customer satisfaction. Perceptions change over time, differ from person to person, and from
one culture to another.
4.3.1 Factors Influencing Customer Perceptions
Customer perceptions of value, quality, and satisfaction are influenced by four important factors.
They are service encounter, service evidence, image, and price. These factors are discussed in
detail.
LOVELY PROFESSIONAL UNIVERSITY 69
