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“ The real issue is value, not price.” - Robert T. Lindgren
Understanding Customer Needs Customer Care
Objectives ,[object Object],[object Object],[object Object]
Learning Criteria ,[object Object],[object Object],[object Object]
Needs, Wants, and Demands ,[object Object],[object Object],[object Object]
Understanding Customer Needs ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer satisfaction Source; Johnson and Clark 2009
The satisfaction continuum Source; Johnson and Clark 2009
Customer Delivered Value
Values: ,[object Object]
Customer Delivered Value ,[object Object],[object Object],[object Object]
Customer Satisfaction ,[object Object],[object Object],[object Object]
Product Quality ,[object Object],[object Object],[object Object],[object Object]
Expectations: ,[object Object]
Levels of Expectations ,[object Object],[object Object]
Expectations – key influences Source; Johnson and Clark 2009
Techniques for Exceeding Customers’ Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Range of expectations and the zone of tolerance or acceptable outcomes Source; Johnson and Clark 2009
Credibility: ,[object Object]
Tips for cultivating credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Five Premises of Consumer Behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object]
Buyer Decision Process
Purchase Decision
Expectations – key influences
Service Excellence
Moments of Truth ,[object Object],[object Object]
Reputation Management: ,[object Object]
A company with a good reputation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A company with a good reputation (continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing perceptions Johnston, Robert (1995)
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.
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.
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.
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.
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.
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.
Seminar ,[object Object]
Next week ,[object Object]
 

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5 Understanding Customer Needs

  • 1. “ The real issue is value, not price.” - Robert T. Lindgren
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Customer satisfaction Source; Johnson and Clark 2009
  • 8. The satisfaction continuum Source; Johnson and Clark 2009
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Expectations – key influences Source; Johnson and Clark 2009
  • 17.
  • 18. Range of expectations and the zone of tolerance or acceptable outcomes Source; Johnson and Clark 2009
  • 19.
  • 20.
  • 21.
  • 22.
  • 25. Expectations – key influences
  • 27.
  • 28.
  • 29.
  • 30.
  • 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.
  • 38.
  • 39.
  • 40.