Page 83 - DMGT510_SERVICES_MARKETING
P. 83

Services Marketing




                    Notes          4.4 Summary

                                       Marketing Research is the process of systematically and objectively identifying, collecting
                                   
                                       data on the environment and the market and translating them into information that can be
                                       used by marketers to make better quality decisions.

                                       Marketing research then helps the service firm to “keep in touch” with the present and
                                   
                                       potential  customers.
                                       Success might breed arrogance in a service firm and they might suffer from marketing
                                   
                                       myopia. They then may not perceive the real needs of the customers.
                                       Marketing research has helped many a service provider in anticipating the quantum and
                                   
                                       the type of service product  desired. Mall  concepts are  one such  example, which have
                                       benefited from continuous consumer research.
                                       Delivering quality service consistently gives a competitive edge to service organisations.
                                   
                                       It requires an understanding of customer expectations and the types of expectations.
                                       Further, knowledge of factors influencing the desired service level, adequate service level,
                                   
                                       and zone of tolerance will help service organisations consistently meet and exceed service
                                       expectations of customers.
                                       While evaluating service offered by an organisation, customers compare perceived quality
                                   
                                       of service with the expected quality of service.
                                       Therefore, service organisations should have knowledge about customer perceptions and
                                   
                                       the influence of factors such as service encounter, service evidence, image of the service
                                       organisation, and price of the service on customer perceptions.
                                       Service  organisations should  also attempt to understand  the various  types of  service
                                   
                                       encounters  like remote,  face-to-face, and  phone encounters  to be  able to  understand
                                       customer perceptions.

                                       They should examine the factors that influence customer satisfaction/dissatisfaction, like
                                   
                                       recovery,  adaptability, spontaneity,  and coping and innovating  strategies to influence
                                       customer perceptions.

                                   4.5 Keywords

                                   Adequate Service: Minimal level of service that a customer is willing to accept from a service
                                   provider.
                                   Coping: Process of how employees manage problem customers and situations effectively.
                                   Desired Service: Service that a customer desires and hopes to receive.
                                   Empathy: Ability of the service provider to show concern for the customers.

                                   Predicted Service Expectations:  Level of  service a  customer believes  he will  receive from  a
                                   service provider.
                                   Remote Encounters: It does not involve any direct human contact.
                                   Responsiveness: Willingness  of the  service provider and his staff  to  provide assistance  and
                                   prompt service to customers.
                                   Transitory Service Intensifiers: Factors, which intensify or heighten the level of adequate service
                                   expectations of customers.
                                   Zone of Tolerance: Gap between customer’s desired service expectations and the adequate service
                                   expectations.



          78                                LOVELY PROFESSIONAL UNIVERSITY
   78   79   80   81   82   83   84   85   86   87   88