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Retail Mkt-Final
Chapter 19
| Question | Answer |
|---|---|
| CUSTOMER SERVICE: ROLE OF EXPECTATIONS | Are based on knowledge and experiences which vary with type of retailers (discount vs department stores) |
| PERCEIVED SERVICE | Evaluation are based on perception |
| CUES USED TO ASSESS SERVICE | Reliability, Tangibility, Empathy, Responsiveness, Assurance |
| RELIABILITY | Accuracy of billing, meeting promised delivery dates |
| 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 |
| RESPONSIVENESS | Willingness to help customers and provide prompt service as returning calls and emails immediately |
| EMPATHY | Caring, individualized attention provided to customers ex) personalized service and/or recognition by name |
| TANGIBILITY | Appearance of store/website, display of merchandise, and appearance of sales people |
| GAP MODEL FOR IMPROVING SERVICE QUALITY | 1)Knowledge gap 2)Standards gap 3)Delivery gap 4)Communication gap |
| KNOWLEDGE GAP | Difference b/w customer expectations and the retailers perception of customer expectations= knowing what the customer wants |
| STANDARDS GAP | Difference b/w the retailers perception of customer's expectations and the customers service standards is set. |
| DELIVERY GAP | Difference b/w the retailer's service standard and the actual service provided to customers |
| COMMUNICATION GAP | Difference b/w the actual service provided to customers and the service promised in the retailer's promotion program |
| 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 |
| CLOSING THE STANDARDS GAP: [SETTING SERVICE STANDARDS] | High quality service commitment, define the service providers, set service goals, measure service performance (mystery shoppers) |
| CLOSING THE DELIVERY GAP: [MEETING AND EXCEEDING SERVICE STANDARDS] | Provide instrumental and emotional support, improve internal communications, provide incentives, use technology |
| INSTRUMENTAL SUPPORT: | Associates need to have the appropriate systems and the right equipment to deliver the services |
| EMOTIONAL SUPPORT: | Associates need emotional support from their coworkers or a concern for the well-being of others |
| CLOSING THE COMMUNICATIONS GAP: [COMMUNICATION THE SERVICE PROMISE] | Corporate ideas-reality of store operations need to be communicated; managing customer expectations |
| SERVICE RECOVERY | 1)Listen to the customer 2)Provide a fair solution 3)Resolve problem quickly |
| 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 |
Created by:
clmartinez13
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