Services Marketing Presentation

Services Marketing Presentation

Group Members

Group No. 10 Reference No. 157 to Reference No. 168

Articles No.

Title

Author

1.

Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge

Valarie A. Zeithaml A. Parasuraman Arvind Malhotra

2.

Matthew L. Meuter, Self-Service Technologies: Understanding Customer Satisfaction Amy L. Ostrom, Robert I. Roundtree, Mary Jo with Technology-Based Service Bitner Encounters

3.

Critical Service Encounters: The Employee's Viewpoint

Mary Jo Bitner, Bernard H. Booms, Lois A. Mohr

4.

The Service Encounter: Diagnosing Favorable and Unfavorable Incidents

Mary Stanfield Tetreault, Mary Jo Bitner, Bernard H. Booms

5.

The Internal Service Encounter

Dwayne D. Gremler, Mary Jo Bitner, Kenneth R. Evans

Article No. 1

Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge

Information

Objectives

The Objectives of this Article are to … 1. Review and synthesize the literature about how consumers perceive service quality delivery 2. Describe what we know and do not know about service quality delivered through Web sites 3. Develop an agenda for the future research to bridge the gaps in our knowledge

Understanding the Core Concepts

1. What is e-SQ ? 2. Criteria Customers Use in Evaluating e-SQ A. Information Availability and Content B. Ease of Use C. Privacy/Security D. Graphical Style E. Fulfillment/Reliability

3. Measuring of Service Quality delivery through websites A. Ad Hoc C. BizRate

B. Yang Peterson and Huang

Customer Assessment of Traditional SQ Versus e-SQ

1. Expectations. 2. Equivalence of Dimensions and Perceptual Attributes for SQ and e-SQ. 3. Personalization V/S Personal Service (Empathy). 4. Curvilinear Relationships.

Traditional SQ V/S e-SQ from Organization’s Perceptive Model for Understanding and Improving E-Service Quality (e-SQ).

1. Design Gap 2. Communication Gap 3. Fulfillment Gap

Model for Understanding and Improving EService Quality (e-SQ). Customer

Fulfillme nt Gap Customer Website Experienc es

Customer Website Requirement

Perceiv ed e-SQ

Perceive d Value

Purchase/ Repurchas e

Informatio n Gap

Company

Design and Operatio n of the Website

Marketing of the Website Communicat ion Gap

Design Gap

Management ’s Belief about Customers Requirement s

Conclusion

1. The Goal of this study was to assemble and synthesize what is know about service quality delivery through websites 2. We defined the criteria consumers use to evaluate e-SQ 3. And the Organizational e-SQ’s perceptive

Article No. 2 Self-Service Technologies: Understanding Customer Satisfaction with TechnologyBased Service Encounters

Information

Objectives

The Objectives of this Article are to … 1. Find sources of customer satisfaction and dissatisfaction in encounters involving SSTs. 2. Find sources of customer satisfaction and dissatisfaction with SST encounters similar to or different from the sources of customer satisfaction and dissatisfaction with interpersonal encounters. 3. Find satisfying and dissatisfying encounters with SSTs related to attributions, complaining, word of mouth, and repurchase intention.

Understanding the Core Concepts

1. Service Encounters 2. Self-Service Technologies 3. Types of SSTs.

Results and Discussion

Questionnaire

To allow for a detailed incident description, respondent were free to SST and were not restricted to the examples provided . In addition , participants were able to choose weather they wanted to describe the satisfactory or dissatisfactory experience 1. 2. 3. 4. 5. 6. 7.

Which self-service technology are you focusing on? Was this a satisfying or a dissatisfying experience? Please describe the circumstances leading up to this incident? Describe what happened during the incident. What specific details do you recall that made this experience memorable for you? What was the outcome of the incident? How could this experience have been improved (If at all)? Did you complain to the firm about this incident? if yes , how did you complain? If no, why not?

Data Collection

Sample Size

823

Collected By

Web based survey

Associate’s or Advanced Degree holders

43%

Income Bracket

$35,000-$50,000

Satisfactory/Dissatisfactory 459(56%)/364(44 Incident %) Mean Age

29.5 years

Male/Female Percentage

47% / 53%

Results and Discussion

Managerial Implications

• • •

Sources of Satisfaction or Dissatisfaction in SST Encounters SST Versus Interpersonal Encounter Satisfaction Consumer Reaction To the SST Experience

Conclusion

Researchers identifies several factors that appear to influence dissatisfaction and satisfaction with technology based service encounters. These factors are therefore insight for the firm that are currently offer or are planning to offer as SST as an alternative method of service delivery.

Article No. 3 The Service Encounter: Diagnosing Favorable and Unfavorable Incidents

Information

Objectives

The Objectives of this Article are the: • • •

Identify specific events lead to satisfying service encounters from the customer’s point of view Specific events lead to dissatisfying service encounters from the customers point of view Are the underlying events and behaviors that lead to satisfactory and dissatisfactory encounters similar?

Understanding the Core Concepts

1. The Service Encounter 2. Service Quality and Service Satisfaction

Questionnaire

Respondents are those who traveled relatively frequently and who ate regularly in restaurants . • • • • •

Think of a time when , as a customer, you had a particularly satisfying( dissatisfying) interaction with an employee of an airline , hotel or restaurant When did the incident happened ? What specific circumstances led up to this situation? Exactly what did the employee say or do? What resulted that made you feel the interaction was satisfying(dissatisfying)?

Data Collection Sample Size

699

Collected By

75Trained Students

Collected from

Hotel, Restaurant and Airline

Satisfactory /Dissatisfactory

347/352

Satisfactory Ratio

96 Hotels 165Restaurants 86 Airlines

Dissatisfactory Ratio

84 Hotels 191 Restaurants 77 Airlines

Mean Age

36.5years

Male/Female Percentage

53% / 47%

Results and Discussion

• The primary results of studies using CIT are the groups and categories that emerge through the classification procedure. in this section we describe the groups and categories. The proportions shown in both table 1 and 2 are analyzed.

Conclusion

1. The usefulness of the method 2. The Generalizability of the classification system

Article No. 4

Critical Service Encounters: The Employee's Viewpoint

Information

Objectives

The Objectives of this Article are to … 1. To examine the Contact employee’s perspective of critical service encounters 2. To understand, in context of the three chosen industries, the kind of events and behavior that employees believe underlie customer satisfaction. 3. And, comparing the employees perspective with BBT(Bitner, Booms and Tetreault) in order to gain sight into any disparities in perceptive and checking the usefulness of BBT’s classification scheme.

Objectives The research is guided by the following questions: 1. From the contact employee's point of view, what kinds of events lead to satisfying service encounters for the customer? What causes these events to be remembered favorably? 2. From the contact employee's point of view, what kinds of events lead to dissatisfying service encounters for the customer? What causes these events to be remembered with distaste? 3. Do customers and employees report the same kinds of events and behaviors leading to satisfaction and dissatisfaction in service encounters

Understanding the Core Concepts

1. Customer and Contact Employees View point 2. Role and Script Theories 3. Attribution Theory

Questionnaire Put yourself in the shoes of customers of your firm. In other words, try to see your firm through your customers' eyes. Think of a recent time when a customer of your firm had a particularly satisfying (dissatisfying) interaction with yourself or a fellow employee. Describe the situation and exactly what happened. They were then asked the following questions: 1. When did the incident happen? 2. What specific circumstances led up to this situation? 3. Exactly what did you or your fellow employee say or do? 4. What resulted that made you feel the interaction was satisfying (dissatisfying) from the customer's point of view? 5. What should you or your fellow employee have said or done? (for dissatisfying incident only)

Data Collection Sample Size

781

Collected By

37 Trained Students

Collected from

Hotel, Restaurant and Airline

Refusal Rate while conducting research

0%

Incident Sample Represented

58 Hotels 158 Restaurants 4 Airlines

Average Work Experience of Employees providing the incidents

5.5 years

Mean Age

27 years

Male/Female Percentage

45% / 55%

Results and Discussion 1. Classification of Employee-Reported Incidents A. Drunkenness B. Verbal and Physical Abuse C. Uncooperative Customers D. Breaking company policies or Law

2. The Employees View of Satisfactory versus dissatisfactory encounters. 3. Comparing customer and employee views

Results and Discussion

The Four Groups and Results

Results and Discussion

Results and Discussion

Results and Discussion

Managerial Implications

1. Using the Classification Scheme 2. The Customer is Not Always Right. 3. Employee as a source of customer data 4. Employee desire for Knowledge and control 5. Reliability is critical

Conclusion

1. The research suggests that many frontline employees do have a true customer orientation and do identify with and understand customer needs in service encounter situations. 2. We also learned from employees that customers can be the source of their own dissatisfaction through inappropriate behavior or being unreasonably demanding. 3. And Customer is not always the King.

Thank You