Chapter 5 Service Marketing DOCX

Title	Chapter 5 Service Marketing
Author	Shawon Al Ameen
Pages	1
File Size	21.2 KB
File Type	DOCX
Total Downloads	566
Total Views	747

Summary

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Chapter 5 1. What is customer satisfaction, and why is it so important? Discuss how customer satisfaction can be influenced by each of the following: product attributes and features, customer emotions, attributions for success or failure, perceptions of fairness, and family members or other customers Customer satisfaction is a measurement used to quantify the degree to which a customer is happy with a product, service, or experience. Customer satisfaction is the key to both customer retention and customer acquisition. Satisfied customers are not only likely to purchase from you again; they also have the potential to become brand advocates and share their great experiences with others, both online and offline. On the other hand, unsatisfied customers are unlikely to return to a business without additional support, and often spread negative word-of-mouth, deterring more potential customers from your business. Product attributes and features- Product attributes can be defined as something that can deliver the benefits offered by the product and can add value to the customers. Product attributes are 'the ingredients necessary for performing the product or service function sought by consumers'. They refer to a product's physical composition and are what determine the nature and level of product performance. Customer emotion- Customers experience different positive and negative emotions in connection with the products, and that these emotions influence satisfaction. When they are positively emotionally attached with products they are buying, they automatically feel a satisfaction with the products. Attributions for success and failure- the perceived cause of an events- influence perception of satisfaction as well. When they have been surprised by the outcome customers tend to look for the reasons and their assessment of the reasons can influence their satisfaction. Perception of equity and fairness- Notion of fairness are central to customers: perception of satisfaction with the products and services, particularly in service recovery situation. Satisfaction with a service provider following a service failure is largely determined by perception of fair treatment. Family members and other customers- Family members greatly influence customer satisfaction. If family members are satisfied with a particular product and service, I likely to be satisfied with that product or service too. Other customers' view on a particular product or service also influence perception and satisfactions....