Chapter 4: Customer perceptions of service

Question 1

Satisfaction

Answer 1

Is generally viewed as a broader concept. Satisfaction, is more inclusive: it is influenced by perceptions of service quality, product quality and price as well as situational factors and personal factors.

Question 2

Service Quality Dimensions (5)

Answer 2

-reliability
-responsiveness
-assurance
-empathy
-tangibles

Question 3

National Customer Satisfaction Indices (NCSI)

Answer 3

National customer satisfaction indices aim to measure the quality of economic output, whereas more traditional economic indicators tend to focus only on quantity.

Question 4

Reliability

Answer 4

Ability to perform the promised service dependably and accurately.

Question 5

Responsiveness

Answer 5

Willingness to help customers and provide prompt service.

Question 6

Assurance

Answer 6

Employees’ knowledge and courtesy and their ability to inspire trust and confidence.

Question 7

Empathy

Answer 7

Caring, individualized attention given to customers.

Question 8

Tangibles

Answer 8

Appearance of physical facilities, equipment, personnel and written materials.

Question 9

Nordic Model

Answer 9

The model emphasizes that the interaction between the buyer and the seller in a service setting is as important as the eventual outcome.

Question 10

E-Service Quality + 4 core dimensions

Answer 10

Is defined as the extent to which a website facilitates efficient and effective shopping, purchasing and delivery.
The four core dimensions that customers use to judge websites:
-efficiency
-fulfillment
-reliability
-privacy

Question 11

Service Encounter (real-time marketing)

Answer 11

are where promises are kept or broken and where the proverbial rubber meets the road.

Question 12

Service Encounter Cascade

Answer 12

It is in these encounters that customers receive a snapshot of the organization’s service quality, and each encounter contributes to the customer’s overall satisfaction and willingness to do business with the organization again. From the organization’s point of view, each encounter thus presents an opportunity to prove its potential as a quality service provider and to increase customer loyalty.

Question 13

Remote Encounters

Answer 13

A service encounter occurs every time a customer interacts with the service organization. There are three general types of service encounters: remote encounters, telephone encounters and face-to-face encounters.

Question 14

Critical Incident Technique (CIT)

Answer 14

The research uses the critical incident technique to get customers and employees to provide direct stories about satisfying and dissatisfying service encounters they have experienced.