Chapter-4

Customer Expectations & Perceptions

Chapter - 04 By: Vishwas Gupta

Objectives of the Session

To Understand:

Understanding customer requirements

Customer expectations Types of service expectations Factors that influence customer expectations of adequate services Managing customer service expectations Customer perceptions

Factors that influence customer perceptions

Strategies for perceptions
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Understanding Customer Requirements

Service provider needs to change according to the change of customers needs and preferences.

Service provider needs to perceive the view of the customer about the services.

Chapter - 04 By: Vishwas Gupta

Customer Expectations
Customer wants the fulfillment of words which were told by the service provider. Customers do not expect that all their needs will be fulfilled but atleast those promised by the company.

Assurance
Empathy Reliability

Responsiveness
Tangible
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Service Level Expectations

Adequate
Desired

Zone of tolerance

Low

Expectations
Chapter - 04 By: Vishwas Gupta

High

Factors that Influence Customer Expectations of Service

Factors that influence customer expectations of desired service
Customer needs Derived service expectations Enduring service intensifiers Customer philosophy

Chapter - 04 By: Vishwas Gupta

Factors that Influence Customer Expectations of Adequate Service

Transitory service intensifier Perceived service alternative

Situational factors
Predicated service expectations

Chapter - 04 By: Vishwas Gupta

Factors that influence both Desired & Predicted Expectations (Contd.)

Explicit service promises Implicit service promises Word-of-mouth publicity

Past experience

Chapter - 04 By: Vishwas Gupta

Factors that Influence Both Desired & Predicted Expectations

Criteria to evaluate a service based on customers service expectations
Speed Certainty Ease Personal recognition

Chapter - 04 By: Vishwas Gupta

Managing Customer Service Expectations

Managing promises Reliability- Getting it right the first Time Effective communication

Chapter - 04 By: Vishwas Gupta

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Exceeding Customer Service Expectations

To exceed customer expectations, companies need to know the customer expectations. The Process dimension of service gives service providers an opportunity to exceed their customers expectations and surprise them with their competence, courtesy, and commitment.
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Customer Perceptions
Perception is the process of making meaningful picture by selectively organizing a set of stimuli. Perception can be defined as a customers judgment about the service experience and pertains to the aspects of value of service delivery, service quality and customer satisfaction.
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Factors that Influence Customer Perceptions

Service Encounter Remote encounter Phone encounter Face-to-face encounter Factors leading to satisfaction or dissatisfaction in service encounters Recovery Adaptability Spontaneity Coping
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Chapter - 04 By: Vishwas Gupta

Factors that Influence Customer Perceptions

Service Evidence Service personnel Physical environment Shaping the first impression of the customer Managing the trust of the customer Facilitating quality service
Management of Hotel services to its customers

Providing a sensory stimulation to customers

Changing the image of service organizations
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Factors that Influence Customer Perceptions

Contd..

Image: The Image of service provider definitely gives a clue of service quality to the customers.

Price: Price also give the picture of quality of service provided by service provider

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Strategies for Influencing Customer Perceptions

Enhance customer satisfaction through services Reflect evidence of service

Communicate and create a realistic image

Enhance customer perceptions of quality and

value through pricing

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Summary
Understanding customer requirements Customer expectations Types of service expectations Factors that influence customer expectations of adequate services Managing customer service expectations Exceeding Customer Service Expectations Customer perceptions Service encounter Service evidence Image Price Factors that influence customer perceptions Strategies for perceptions
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Thank you
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