exceeding customer expectation level
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By :Amritraj D.Bangera
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Meaning of customer service
expectation Customer expectations are belief about service delivery
that serve as standards or reference points againstwhich performance is judged.
Knowing what customers expects is the first andpossibly most critical step in delivering quality service.
Customers compare their perceptions of performancewith reference points like service quality, through
knowledge about customer expectations is critical toservice marketers.
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Aspects need to be explored and
understood for successful servicemarketing??
1.What type of expectations standard do customer hold
about services?2.What factors most influence the formation of these
expectations?
3.What role do these factors play in changing
expectations?
4.How can a service company meet or exceed
expectations?
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Types of Service Expectations
High
Low
Ideal expectation or
desires
Normative shouldexpectations
Experience based
norms
Acceptableexpectations
Minimum tolerable
expectations
Everyone says this hotel is
as good as one in France
& I want to go somewhere
special for birthday
From the looks of it, itseems to be a good
restaurant
When Raju cooks the food
in this restaurant is good
I expect this hotel to serveme in an adequate manner
Although the food is not the
best but it is good enough
for everyday consumption
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Expected Service: Levels of
Expectations Desired Service: the level of service the customer
hopes to receive
.
Adequate Service: the level of service the customer
will accept.
The Zone ofTolerance: the extent to which customersrecognize and are willing to accept variations in
service quality,
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Factors Influencing Customer
Expectation Sources of Desired Service Expectation:
Personal Needs: those states or conditions essential to
the physical or psychological well-being of the
consumer.
They may be physical, social, psychological, and
functional needs.
Lasting Service Intensifiers: are individual, stable
factors that lead the customer to a heightened
sensitivity to service.
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Factors Influencing Customer
Expectation Sources of Adequate Service Expectations
Temporary service intensifiers
Perceived service alternatives
Customer self-perceived service role
Predicted service
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Temporary service intensifiers
Short term, individual factors that make a customer
more aware of the need for service.
Perceived service alternatives Presence of other providers from whom the
customer can obtain service increases the adequate
service level.
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Customers self-perceived service role
Customers belief about how well they are
performing their role in service delivery.
Informing desired level of service
Performing their own roles in service delivery Complaining when the service is poor
Predicted Service
The level of service that the customers believe they
are going to get.
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Love every second
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Virgin Trains was formed to take advantage of
the privatisation of British Rail in the mid-1990s. It
was initially successful in winning two rail
franchises: InterCity West Coast (Virgin West Coast),
operating long-distance services on the WCML, and
InterCity Cross-country (Virgin Cross-country),
operating a group of long-distance non-London routes
centred on Birmingham. The two franchises, though
legally and operationally separate, were marketed as a
single brand.
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CUSTOMER EXPECTATIONS
OFVIRGIN
TRAINS Virgin Trains is a brand that has had the major challenge of
bringing the UK rail industry into the twentieth century. The
company is responsible for linking towns and cities across the
length and breadth of the country with over 35 million
passenger journeys each year. It has therefore undertaken a
significant level of marketing research to identify what people
expect from train travel. Many passengers have now had the
experience of travelling on airlines or on overseas railways and
as a result their expectations from long-distance train travelhave increased. The research has highlighted the significant
and highly diverse expectations that customers have of train
travel
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CUSTOMER EXPECTATIONS
OFVIRGIN
TRAINS No longer is a seat and access to toilets and basic refreshments
acceptable; passengers now expect demand even a choice
of on-board meals, health-conscious snacks, reading material
and entertainment. Business, and increasingly leisure,
travellers also want access to the Internet and emails through
on-board wireless Internet and the opportunity to use and
charge their laptop and mobile. This clearly demonstrates that
customer expectations of service performance do not remain
constant and thus companies continuously keep on trying toexceed the customer expectation by delivering them new and
improved service. Thus Virgin trains have turned these
expectations into an opportunity and transformed their service
offering accordingly.
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