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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.