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Retail Mkt-Final

Chapter 19

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