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Week 5 Notes

by: Ian Adams

Week 5 Notes CONSCI 3910 - 0010

Ian Adams
GPA 3.606

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About this Document

These notes are from the classes on 2/9 and 2/11.
Consumer Service and Satisfaction
Jay Kandampully
Class Notes
consumer science
25 ?




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This 2 page Class Notes was uploaded by Ian Adams on Thursday February 11, 2016. The Class Notes belongs to CONSCI 3910 - 0010 at Ohio State University taught by Jay Kandampully in Fall 2015. Since its upload, it has received 53 views. For similar materials see Consumer Service and Satisfaction in Behavioral Sciences at Ohio State University.


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Date Created: 02/11/16
CONSCI 3910 Week 5 Notes Service Quality  Why is service quality more important than product quality? o Intangible nature of services means it cannot be returned  o Quality of services cannot be judged prior to purchase o Have to pay or give up something before you receive the full service  How is service quality different from product quality? o Quality of service depends on the individual person receiving it, not the  manufacturer o Challenging to assess the quality of services from company to company o Without customers, services cannot be produced o Customer starts manufacturing process in services  Moments of Truth o These occur whenever anyone comes in contact with any aspect of the  organization (i.e. in person, over the phone, online, etc.) o All firms have control over these moments, unlike climate conditions, natural  calamities, illness, etc. o A customer comes into contact with some aspect of the organization and gets an  impression of the service. The impression can be either positive or negative o Firms must focus on managing those moments of truth that are critical to the  customer o Example: Scandinavian Airlines  Bankrupt late 70s  50,000 moments of truth from the time the customer buys ticket to when  they leave with their bags  Became “Airline of the Year” in 1984 after improving moment of truth  management  Moments of truth in air travel: flight booking, check­in, airport facilities,  on board services, on board meals, baggage services, check out, etc.  Deming’s Chain Reaction o If you improve quality and reduce number of defects, the firm will prosper o Improve quality—>decrease costs—>improve productivity—>increase market  share—>stay in business—>increase employment—>improve return on  investment o This chain reaction theory does NOT hold true in the service industry since you  need to increase cost in order to increase quality  Customer Perceptions of Quality o Grönroos’ Model  Technical quality: What is delivered. Relates to things we receive, such  as food in a restaurant. Technical quality is expected by customers, so you  can’t compete using technical quality CONSCI 3910 Week 5 Notes  Functional quality: How it is delivered to customer. Much more  important than what is delivered to customers. How customers feel is more important than what they receive. How companies differentiate themselves  Need to focus on managing the functional quality since the technical  quality is expected by the customer o Lehtinen’s Model  Process quality: Judged during the service. The actual steps that are  carried out during the service (such as the action of getting your hair cut)   Output quality: Judged after the service (how you feel about haircut after  it’s completed)  Need to focus on managing the process quality since the output quality is  already expected by the customer o Service quality gap  Quality gap that happens when can’t meet customer expectations. The  bigger the gap, the bigger the dissatisfaction  Expected service: What I want  Perceived service: What I get  Expectations much greater today than the past  Face challenges if you don’t control expected service. Firms must provide  specific details on what the customer will receive if they choose you  (Don’t come to a 3 star hotel with a 5 star expectation)  Use clearly stated service guarantees to limit customer expectations  Most to least important in service organizations o Reliability o Responsiveness o Assurance o Empathy o Tangibles


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