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Jochen Wirtz

Understanding Service Consumers

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  • may mayhas quoted5 years ago
    The three-stage model of service consumption — prepurchase, service encounter, and post-encounter — helps us to understand how individuals recognize their needs; search for alternative solutions; address perceived risks; choose, use, and experience a particular service; and finally, evaluate their service experience resulting in a customer satisfaction outcome.
  • may mayhas quoted5 years ago
    The SERVQUAL scale includes five dimensions: tangibles, reliability, responsiveness, assurance and empathy.
  • may mayhas quoted5 years ago
    Understanding the customer

    Making the effort to know customers and their needs

    Does someone in the hotel recognize me as a regular guest?
    Does my stockbroker try to determine my specific financial objectives?
    Is the moving company willing to accommodate my schedule?
  • may mayhas quoted5 years ago
    Empathy

    •Access

    Approachability and ease of contact

    How easy is it for me to talk to a supervisor when I have a problem?
    Does the airline have a 24-hour, toll-free phone number?
    Is the hotel conveniently located?

    •Communication

    Listening to customers and keeping them informed in the language they can understand

    When I have a complaint, is the manager willing to listen to me?
  • may mayhas quoted5 years ago
    Trustworthiness, believability, honesty of the service provider

    Does the hospital have a good reputation?
    Does my stockbroker refrain from pressuring me to trade?
    Does the repair firm guarantee its work?

    •Security

    Freedom from danger, risk, or doubt

    Is it safe for me to use the bank’s ATMs at night?
    Is my credit card protected against unauthorized use?
    Can I be sure that my insurance policy provides complete coverage?

    •Competence

    Possession of the skills and knowledge required to perform the service

    Can the bank teller process my transaction without fumbling around?
    Is my health insurance able to obtain the information I need when I call?
    Does the dentist appear to be competent?

    •Courtesy

    Politeness, respect, consideration, and friendliness of contact personnel

    Does the flight attendant have a pleasant demeanor?
    Are the telephone operators consistently polite when answering my calls?
  • may mayhas quoted5 years ago
    Is my accountant dressed appropriately?
    Is my bank statement easy to understand?

    Reliability

    Ability to perform the promised service dependably and accurately

    Does my lawyer call me back when promised?
    Is my telephone bill free of errors?
    Is my TV repaired right the first time?

    Responsiveness

    Willingness to help customers and provide prompt service

    When there is a problem, does the firm resolve it quickly?
    Is my stockbroker willing to answer my questions?
    Is the cable TV company willing to give me a specific time when the installer will show up?

    Assurance

    •Credibility
  • may mayhas quoted5 years ago
    Generic Dimensions used by Customers to Evaluate Service Quality

    Dimensions of Service Quality

    Definition

    Sample Illustrations

    Tangibles

    Appearance of physical facilities, equipment, personnel, and communication materials

    Are the hotel’s facilities attractive?
  • may mayhas quoted5 years ago
    The harder it is to evaluate a service, the higher is the perceived risk associated with that decision.
  • may mayhas quoted5 years ago
    Consider the purchase of professional services. People seek such assistance precisely because they lack the necessary training and expertise themselves — e.g., counseling, surgery, legal advice, and consulting services. How can it be ensured that the best possible job was done? Often it comes down to a matter of having confidence in the provider’s skills and professionalism.
  • may mayhas quoted5 years ago
    Credence Attributes are characteristics that customers find hard to evaluate even after consumption. Here, the customer is forced to believe or trust that certain tasks have been performed at the promised level of quality. In the restaurant example, credence attributes include the hygiene conditions in the kitchen, the nutritional quality, and the quality of ingredients used (e.g., “Do they really use the higher grade olive oil for cooking?”).
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