Download Relationship Marketing Chapter 6

Part 3
UNDERSTANDING
CUSTOMER
REQUIREMENTS
Provider Gap 1
CUSTOMER
Expected
Service
COMPANY
Listening
Gap
Company
Perceptions of
Consumer
Expectations
Part 3 Opener
Listening to Customers through
Research
• Using Marketing Research to
Understand Customer Expectations
• Elements in an Effective Services
Marketing Research Program
• Analyzing and Interpreting Marketing
Research Findings
• Model Services Marketing Research
Programs
Chapter
6
Common Research Objectives for
Services
• To identify dissatisfied customers
• To monitor and track service performance
• To assess gaps between expectations and
perceptions
• To gauge effectiveness of changes in service
• Etc.
Criteria for an Effective Services
Research Program (p. 143-146)
1. Includes qualitative and quantitative research
• Qualitative research: exploratory; clarify problem
definition, prepare for more formal empirical
research
Criteria for an Effective Services
Research Program (p. 143-146)
• Quantitative research: describe nature, attitudes, or
behaviors of customers __________________
Criteria for an Effective Services
Research Program
2. Includes Both Perceptions and Expectations of
Customers – quantitatively compare expectations and
perceptions levels.
3. Balancing the Cost of the Research with the Value
of the Information
________: monetary (marketing research companies,
payments to respondents), time costs
________: better decision making, retained customers,
successful new service launches
Criteria for an Effective Services
Research Program
4. Includes Statistical Validity When Necessary
Validity – does this measure what it is ____________ to
measure?
Salespeople were paid on the basis of customers’
satisfaction scores while allowing salespeople to control
the customers sampled. Naturally, salespeople sent
surveys only to satisfied customers, artificially inflating the
scores.
Criteria for an Effective Services
Research Program
5. Measures Priorities or Importance
Customers have many service requirements, but not all are equally
important. Food quality, _________________________________
Direct importance measures – ask customers to prioritize items or
dimensions of service – ________________
Indirect importance measures – correlation and regression analysis
comparing service requirements to overall service quality – What is
impact of food quality on overall service?
Criteria for an Effective Services
Research Program
6. Occurs with Appropriate Frequency
“Appropriate frequency” or ongoing research is a
function of type of service and to the purpose and
method of each type of service research a
company might do.
Single point in time
________________
Criteria for an Effective Services
Research Program
7. Includes Measures of Loyalty, Behavioral
Intentions, or Behavior
Saying ___________ about the company, recommending
company to others, etc.
Saying _________ things about the company, switching to
another company, doing less with the company, etc.
Criteria for an Effective Services
Research Program
3. Occurs with Appropriate Frequency
“Appropriate frequency” or ongoing research is a
function of type of service and to the purpose and
method of each type of service research a
company might do.
Discussion
Discuss how marketing research for a national
car rental company would differ from
marketing research for a car manufacturer?
Application
You need intuition or experience when you
conduct marketing research.
Marketing research can predict with 100%
accuracy if a marketing strategy will be a
success.