MKT 723 Chapter Notes - Chapter 5: Cash Machine, Customer Satisfaction
13 May 2013
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Document Summary
How customers perceive services, assessing whether the quality was good or bad and how satisfied they are. Satisfaction based on external factors such as situational and personal, and service quality, product quality and price. Service quality based on factors such as reliability, responsiveness, assurance, empathy, and tangibles. Customers will have perceptions of single transaction-specific encounters as well as overall company perceptions. Satisfaction customer"s evaluation of whether a service has met his or her needs and expectations. Although it"s measured at a particular point in time, it can change over time. It"s influenced by specific product/service features, perceptions of quality and price in addition to personal and situational factors. Product and service features customer satisfaction is heavily determined by the customer"s evaluation of the service features. Depending on the types of services, customers may make tradeoffs, such as price vs quality. Consumer emotions emotions can affect perceptions of satisfaction.
