Chapter 19
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
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| CUSTOMER SERVICE: ROLE OF EXPECTATIONS | Are based on knowledge and experiences which vary with type of retailers (discount vs department stores)
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| PERCEIVED SERVICE | Evaluation are based on perception
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| CUES USED TO ASSESS SERVICE | Reliability, Tangibility, Empathy, Responsiveness, Assurance
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| RELIABILITY | Accuracy of billing, meeting promised delivery dates
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| ASSURANCE | (Trust) Guarantees and warranties return policies; Knowledge and courtesy of employees and their ability to convey trust and confidence, such as having sales people who are thoroughly trained
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| RESPONSIVENESS | Willingness to help customers and provide prompt service as returning calls and emails immediately
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| EMPATHY | Caring, individualized attention provided to customers ex) personalized service and/or recognition by name
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| TANGIBILITY | Appearance of store/website, display of merchandise, and appearance of sales people
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| GAP MODEL FOR IMPROVING SERVICE QUALITY | 1)Knowledge gap 2)Standards gap 3)Delivery gap 4)Communication gap
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| KNOWLEDGE GAP | Difference b/w customer expectations and the retailers perception of customer expectations= knowing what the customer wants
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| STANDARDS GAP | Difference b/w the retailers perception of customer's expectations and the customers service standards is set.
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| DELIVERY GAP | Difference b/w the retailer's service standard and the actual service provided to customers
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| COMMUNICATION GAP | Difference b/w the actual service provided to customers and the service promised in the retailer's promotion program
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| CLOSING THE KNOWLEDGE GAP [KNOWING WHAT CUSTOMERS WANT] | Comprehensive studies, customer panels and interviews, interacting with customers, feedback from store employees, and using customer research
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| CLOSING THE STANDARDS GAP: [SETTING SERVICE STANDARDS] | High quality service commitment, define the service providers, set service goals, measure service performance (mystery shoppers)
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| CLOSING THE DELIVERY GAP: [MEETING AND EXCEEDING SERVICE STANDARDS] | Provide instrumental and emotional support, improve internal communications, provide incentives, use technology
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| INSTRUMENTAL SUPPORT: | Associates need to have the appropriate systems and the right equipment to deliver the services
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| EMOTIONAL SUPPORT: | Associates need emotional support from their coworkers or a concern for the well-being of others
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| CLOSING THE COMMUNICATIONS GAP: [COMMUNICATION THE SERVICE PROMISE] | Corporate ideas-reality of store operations need to be communicated; managing customer expectations
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| SERVICE RECOVERY | 1)Listen to the customer 2)Provide a fair solution 3)Resolve problem quickly
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| SERVICE RECOVERY PARADOX? | Customer initially dissatisfied with the service but after applying the 3 steps, customer will be more satisfied with the company then before
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Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
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