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Chapter 6

Understanding Customer

Requirements

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CompanyPerceptions of

ConsumerExpectations

ExpectedService

CUSTOMER

COMPANY

ListeningGap

Provider Gap 1

Part 3 Opener

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Objectives for Chapter 6:

Listening to Customers through Research

Present the types of and guidelines for marketing research in

services.

Show how marketing research information can and should be

used for services.

Describe the strategies by which companies can facilitate

interaction and communication between management and

customers.

Present ways that companies can and do facilitate interaction

between contact people and management.

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Listening to Customers

through Research

Using marketing research to understand customer

expectations

Elements in an effective services marketing

research program

Analyzing and interpreting marketing research

findings

Model services marketing research programs

Using marketing research information

Upward communication

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Research Excellence in Services

Voice of Customer Study

Customer Satisfaction Index

Customer Problem Resolution Process

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Criteria for an Effective

Service Research Program

Includes both qualitative and quantitative research

Includes both expectations and perceptions of

customers

Balances the cost of the research and the value of theinformation

Includes statistical validity when necessary

Measures priorities or importance of attributes

Occurs with appropriate frequency

Includes measures of loyalty, behavioral intentions, or

actual behavior

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Stages in the Research Process

Stage 1 : Define Problem

Stage 2 : Develop Measurement Strategy

Stage 3 : Implement Research Program

Stage 4 : Collect and Tabulate Data

Stage 5 : Interpret and Analyze Findings

Stage 6 : Report Findings

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Conducting Marketing Research

on the Web

Speed

Ability to target hard-to-reach populations

Ability to target customers with money

Opportunity to use multimedia to present video andaudio

No interviewers

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Elements in an Effective Services

Research Program

Complaint solicitation

Critical incidents studies

Requirements research

Relationship and SERVQUAL surveys

Trailer calls or post-transaction surveys Service expectation meetings and reviews

Process checkpoint evaluation

Market-oriented ethnography

Mystery shopping

Customer panels

Lost customer research

Future expectations research

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Analyzing and Interpreting

Research Findings

Tracking of Performance, Gap Scores and

Competition

Zones of Tolerance Charts

Importance/Performance Matrices

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Tracking of Customer Expectations and

Perceptions of Service Reliability

Source: E. Sivadas, Europeans Have a Different Take on CS [Customer Satisfaction] Programs,Marketing News, October 26, 1998, p. 39.

Figure 6.4

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Retail Chain

9

8

7

6

5

4

3

2

1

0 Reliability Responsiveness Assurance Empathy Tangibles

OO

= Zone of Tolerance = Service Quality PerceptionO

OO

O

Service Quality Perceptions

Relative to Zones of ToleranceFigure 6.5

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Importance/Performance Matrix

HIGH

HIGHLOW Performance

Importance

Attributes to Improve Attributes to Maintain

High

Leverage

Attributes to De-emphasizeAttributes to Maintain

Low

LeverageLow

Leverage

Figure 6.6

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Model Services Research Programs

Disney

Federal Express

MuchMusic

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Upward Communication

Executive visits to customers

Executive listenings

Research on intermediate customers

Employee internal satisfaction surveys

Employee visits or listenings

Employee suggestions