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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 customers desired service expectations and the adequate service
expectations.
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