MKT 723 Chapter Notes - Chapter 6: Servqual, Services Marketing, Synectics

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Jane Saber

Document Summary

Using marketing research to understand customer expectations. Elements in an effective services marketing research program. Includes both expectations and perceptions of customers: expectation serve as standards for customers, and are reference points when comparing the service they received. Includes statistical validity when necessary: research does not always require statistics to validate its findings research into which actions maximize customer satisfaction, other research does require statistical analysis such as tracking the overall service quality. Measures priorities or importance of attributes: measuring relative importance of service dimensions helps managers channel resources effectively, so research must document these priorities according to the customer. Occurs with appropriate frequency: companies need to issue a research process, not isolated tests. Includes measures of loyalty, behavioural intentions, or actual behaviour: one of the most important behavioural intentions are willingness to recommend the service to others and repurchase intent, these measures are important. Stage 4: collect and tabulate data. Stage 5: interpret and analyze findings.