Webinar May 29, Measuring Expectations In building a customer satisfaction survey, it is also helpful to consider reasons why pre-purchase expectations or post-purchase satisfaction may not be fulfilled or even measurable. Expectations may not reflect unanticipated service attributes. Expectations may have been quite vague, creating wide latitudes of acceptability in performance and expected satisfaction.
Expectation and product performance evaluations may be sensory and not cognitive, as in taste, style or image. The product use may attract so little attention it produces no conscious affect or cognition evaluation and results in meaningless satisfaction or dissatisfaction measures. There may have been unanticipated benefits or consequences of purchasing or using the product such as a use or feature not anticipated with purchase.
The original expectations may have been unrealistically high or low. The product purchaser, influencer, and user may have been different individuals, each having different expectations.
Customer Experience Strategy Read More. Few want to do business with a firm that cares little about customers, their comfort and concerns. Adam Smith's famous Wealth of Nations made customer service the center of the basic theory of competition. If a firm owner or manager wants to be successful, that person needs to be very involved with meeting customer needs, or the customer will go elsewhere. Therefore, profit seeking firms, regardless of their true motivation, are forced by the nature of the marketplace to treat customers with respect and seek their loyalty and return business.
Customer service is almost synonymous with customer loyalty and customer satisfaction. They are links in a broader chain. Customer service is that which creates customer satisfaction, and in turn, creates customer loyalty.
There are five main features of customer service that leads to satisfaction. The firm must be reliable in its services, such as deliveries. It must be highly responsive to customer needs and, therefore, must strive to become flexible. The customer must be assured that the firm is consistent in meeting needs and keeping its side of the bargain. Firm staff must be empathetic with clients and customers, creating real relationships and friendships to keep clients. This includes the basic appearance and atmosphere of the physical plant.
It needs to stress brightness, welcoming and warmth. It should be a comfortable place to do business. Customer service leads to customer loyalty. Then the client's specific needs must be determined.
Satisfaction is an overall psychological state that reflects the evaluation of a relationship between the customer or consumer and a company, environment, product or service. Satisfaction involves one of the following three psychological elements: cognitive (thinking/evaluation), affective (emotional/feeling), and .
It covers customer satisfaction concepts, theories and models, service quality concepts and models and customer behavioural intentions referral concepts and models. Definition of Service Services are deeds, performances and processes provided or coproduced by one entity or person for and with another entity or person (Zeithaml et al, ).
The theory of customer service is based on identifying and satisfying your customers' needs and exceeding their expectations. A company must be totally committed to delivering consistently high standards of service to gain and retain customer loyalty. theories have been applied and tested in laboratory settings where the customer satisfaction was ti ghtly controlled, situation specific and individuall y focused. For instance, researchers.
Czepiel et al () maintain the validity of two factor theory in relation to analysing customer satisfaction. Two factor theory states that customers can be satisfied and dissatisfied with a product or a service at the same time, because satisfaction and dissatisfaction will be about different aspects of the product or service, thus, they will be unrelated. The study presents a strong background on the theories of customer satisfaction measurement and interpretation. satisfaction literature in the form of assimilation theory by Anderson , in his work on consumer dissatisfaction; the effect of disconfirmed expectancy on perceived product.