The document discusses key concepts for understanding customer needs and delivering excellent customer service. It describes how customer expectations are formed based on past experiences and how companies can exceed expectations to increase customer satisfaction. It emphasizes the importance of understanding customer needs, being customer-centered, and delivering superior value in order to build credibility and a good reputation.

1. “ The real issue is value, not price.” - Robert T. Lindgren

2. Understanding Customer Needs Customer Care

7. Customer satisfaction Source; Johnson and Clark 2009

8. The satisfaction continuum Source; Johnson and Clark 2009

9. Customer Delivered Value

16. Expectations – key influences Source; Johnson and Clark 2009

18. Range of expectations and the zone of tolerance or acceptable outcomes Source; Johnson and Clark 2009

23. Buyer Decision Process

24. Purchase Decision

25. Expectations – key influences

26. Service Excellence

31. Managing perceptions Johnston, Robert (1995)

32. Figure 4.14 Adequate performance satisfies the customer Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46–61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.

33. Figure 4.15 Using enhancers to delight the customer Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.

34. Figure 4.16 A dissatisfying outcome Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.

35. Figure 4.17 Enhancers compensate for failure Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.

36. Figure 4.18 Dissatisfaction shifts the zone of tolerance Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.

37. Figure 4.19 Delight shifts the zone of tolerance Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.