Page 84 - DMGT510_SERVICES_MARKETING

Unit 4: Customer Expectations and Perceptions of Services through Marketing Research

4.6 Review Questions Notes

1. “Marketing research then helps the service firm to “keep in touch” with the present and
potential customers.” Discuss
2. Explain the concept of market myopia. Does it lead to a false perception about the service
firm?
3. If you were the marketing manager of an airline company, how would you use market
research effectively to judge customer expectations?
4. Why is it so important for any service firm to understand the customer perceptions? What
can you do to ascertain customer perceptions about your service?
5. “Customer expectations have a deeper meaning than being mere requirements”. Comment
6. Explain the five dimensions of service process with examples.
7. Explain the customer service level expectations with examples.
8. Analyse the factors that influence the customer desired and adequate levels.
9. “It is very difficult to manage customer perceptions”. Discuss

10. Discuss the factors affecting customer perceptions.
Answers: Self Assessment

1. Marketing myopia 2. Marketing research
3. Judgemental 4. ABC analysis
5. Longitudinal 6. False
7. True 8. True

9. True 10. False
11. True 12. True
13. Implicit 14. Remote
15. Recovery 16. Spontaneity

17. Price
4.7 Further Readings

Books C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Christopher H Lovelock, Services Marketing, Third Edition, Prentice Hall, US
Leonard L Berry, Great Service: A Framework for Action, the Free Press

Online links http://myvccs.org/proginfo/sample2.htm
http://thethrivingsmallbusiness.com/articles/managing-customer-
expectations/

http://aqsiteam.com/cust-perception.htm

LOVELY PROFESSIONAL UNIVERSITY 79