HM 442 Midterm: HM 442 Exam
7 Jun 2018
School
Department
Course
Professor
HM 442 Hospitality Marketing Exam
Chapter 4: Customer Perceptions
The focus of this chapter is on the perceived service box in the gaps model.
Satisfaction vs. Service Quality:
- Both based on customers perceptions
- Satisfaction: broader concept that includes perceptions of situational factors and
personal factors, product quality, service quality, price, etc.
- Service quality: a component of satisfaction, focuses on dimensions of service
- Customers have transaction-specific perceptions as well as overall perceptions
of a company, a service, an industry
Satisfaction:
- Factors influencing customer satisfaction:
- Product and service features
- Perceptions of product and service quality
- Price
- Customer expectations
- Attribution for service success or failure
- Perceptions of equity or fairness
- Other customers, family members, and coworkers
- Outcomes of customer satisfaction:
- Increased customer loyalty
- Positive word of mouth communications
- Increased revenues
- Increased return to shareholders
Service Quality:
- What is service quality?
- The customer’s judgement of overall excellence of the service provided in
relation to the quality that was expected
- Expected service ← → perceived service (customer gap)
- Service quality assessments are formed on judgments of:
- Outcome quality
- Interaction quality
- Physical environment quality
- Five Dimensions of Service Quality
- Reliability → ability to perform the promised service dependably and
accurately
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The focus of this chapter is on the perceived service box in the gaps model. Satisfaction: broader concept that includes perceptions of situational factors and personal factors, product quality, service quality, price, etc. Service quality: a component of satisfaction, focuses on dimensions of service. Customers have transaction-specific perceptions as well as overall perceptions of a company, a service, an industry. The customer"s judgement of overall excellence of the service provided in relation to the quality that was expected. Expected service perceived service (customer gap) Service quality assessments are formed on judgments of: Reliability ability to perform the promised service dependably and accurately. Assurance knowledge and courtesy of employees and their ability to inspire trust and confidence. Tangibles physical facilities, equipment, and appearance of personnel. Empathy caring, individualized attention the firm provides its customers. Responsiveness willingness to help customers and provide prompt service. E-s-qual is the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery.
