The document discusses customer satisfaction and service quality. It defines customer satisfaction as a customer's judgment about whether a product or service has met their needs and expectations. Key determinants of customer satisfaction mentioned include product/service features, customer emotions, perceptions of fairness, and opinions of others. Important dimensions of service quality are identified as reliability, responsiveness, assurance, empathy and tangibles. The document also discusses electronic service quality, customer effort, service encounters, sources of pleasure/displeasure in encounters, and using customer research to understand expectations and improve services.

1. Dr. Binod Sinha
Professor of Marketing BIMM Pune

2. Satisfaction
 Satisfaction is the customer’s fulfillment responses. It
is the judgment that a product or service feature or the
product or service itself provide a pleasurable level of
consumption related fulfillment.
 Satisfaction is the customer’s evaluation of the product
or service in terms of whether that product or service
has met customer’s need and expectations. Failure to
meet and expectations is assumed to result in
dissatisfactions with the product or service.

3. What determine Customers
Satisfaction
 Product and service Features
 Customer Emotions
 Attributions for service success or failure
 Perceptions of equity and Fairness
 Other customers, family members and Coworkers
 National Customer satisfaction index
 American Customer Satisfaction Index

4. Customer Satisfaction
 Service Quality
 Product Quality
 Price
 Situational Factors
 Personal factors
 Service Quality
 Customer evaluate
Outcome, interaction
and Physical
Environment Quality
..while judging service
quality.

5. Service Quality Dimensions
 Reliability
 Responsiveness
 Assurance
 Empathy
 Tangible
 Reliability – Ability to perform the
promised service dependably and
accurately.
 Responsiveness- willingness to help
customers and provide service.
 Assurance –Knowledge and courtesy
and their ability to inspire trust and
confidence.
 Empathy – Caring and
individualized attention given to
customers
 Tangibles- Appearance of physical
facilities, equipment,personal and
commucation materials.
 SERVQUAL

6. E service quality
 How a website facilitate
efficient and effective
shopping ,purchasing and
delivery?
 Efficiency – the ease and
speed of accessing and using
the site.
 Fulfillment- the extent to
which site’s promises about
order delivery and item
availability are fulfilled.
 System Availability- Correct
technical functioning of the
site
 Privacy- The degree to which
site is safe and protect
customer information.

7. Customer Effort
 Companies should focus
on anticipating the need
for follow up calls,
dealing with emotional
side of interactions and
minimizing the need for
customer to switch to
different service channel
to solve their problem

8. Service encounters or moment of
truth
 Building block for
Customer perceptions
 When the customers
interact with service
firm.
 Types of service
encounters
 Remote Encounters
 Technology mediated
encounters
 Face to face encounters

9. Sources of Pleasure and
displeasure in service encounter
 Recovery
 Adaptability
 Spontaneity
 Coping
 Continue …..

10. Session no. 07
 Using customer research to
understand customer
expectation
 Elements in effective
service marketing
programme
 Analyzing and interpreting
customer research finding
 Using marketing research
information
 Using customer research to
understand customer
expectations(what features
are most important to
customers?
 What level of these
features customer expects
and what the customers
think the company can and
should do when problem
occurs in service delivery

11. Research Objectives
 Poses the questions to be
answered or problem to be
solved with research
 Research Objectives ……to
discover customer requirements
or expectation for services
 …. To monitor or track service
performance
 ….To asses overall company
performance
 …. To assess gap between
customer expectation and
customer perception
 …..to determine customer
expectation of new services
 Elements in effective customer
research programme for services
 ………

12. Analyzing and interpreting
customer research programme

13. Using marketing research
information