Page 78 - DMGT510_SERVICES_MARKETING
P. 78
Unit 4: Customer Expectations and Perceptions of Services through Marketing Research
The pleasing and friendly behaviour of these personnel in their interactions with customers Notes
enhances customer perceptions of service quality and results in customer satisfaction.
Example: In the case of McDonalds, the uniform colour scheme, the environment, the
graphics, dress code of the personnel, and the ubiquitous and familiar golden arches help to
make the service element tangible. Another prominent example of a company, which makes
service tangible through its personnel, is that of Walt Disney World. The theme park company
enforces strict personal grooming standards for all its employees, known as cast members.
This helps the company maintain a uniformly pleasant appearance among all its service personnel
and give tangibility to the service.
Process of Service Delivery
It involves various steps in the process of delivering a service, and the flow of operational
activities. The service process is also evaluated on the basis of the number of flexible or standard
policies, and the technological or human modes involved in delivering the service. Processes
have been made simpler and flexible with the help of advanced technology. This helps customers
have a favourable perception of the service.
Physical Environment
It is the third type of service evidence that creates an impact on customer perceptions. The
physical environment consists of the ambience offered by a service provider, and the design of
the interiors or exteriors of the service facility.
Example: A couple who want to dine at a restaurant that offers a quiet and serene
ambience, would avoid going to a crowded restaurant as they perceive that the restaurant is
always noisy due to the large number of people it caters to. The design of the interiors has the
capability to give rise to a positive perception about the service. Also people these days like
going to malls as they provide a perfect ambience for shopping (and window shopping). The
malls are fully air-conditioned with mild aroma filling in the air, sometimes good music too.
They are properly lit, spacious and clean. Malls also have proper signages to direct the customer.
Overall, they provide a nice shopping experience.
Service evidence supports the marketing strategy of a service organisation by shaping the first
impression of customers, managing their trust in the service provider, facilitating quality service,
providing a sensory stimulation to customers, changing the image of the service organisation,
and instilling the service philosophy in the employees of the service provider.
Shaping the First Impression of the Customer
A customer who does not have any information about a service will look for tangible clues to
assess the quality of the service. Customers believe in what they see and form an opinion about
the service organisation and the service on the basis of what they see. Further, to many people,
the first impression is always the best impression. Therefore, a service organisation should try
to use the first impression of customers to communicate its service commitment, competence
and service customisation ability.
Example: A person who plans to go on a vacation estimates the various tourist packages
available but the tangible clues he observes at the service office playa great role in influencing
his decision. The tangible clues can be in the form of physical surroundings of the service facility
LOVELY PROFESSIONAL UNIVERSITY 73
