exceeding customer expectation level

7/28/2019 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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exceeding customer expectation level

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