PERCEIVED SERVICE QUALITY
Customer service is about perception. Perceptions are judgment of the consumers about the actual service performance or delivery by a company. Since service are intangible, customers search for the evidence of quality in every interaction they have with a service firm.
The evidence of service that are experience by the customer are people, process and physical evidence.
People – contact employees, other customers or the customer himself.
Dimensions – reliability, assurance, empathy and responsiveness.
Process – operational flow of activities.
Dimensions – reliability and promptness of service.
Physical evidence – tangible aspect of service.
Apart from these the corporate image of the service provider as well as the service can also influence the perceived quality.
While comparing the expected and perceived service quality the following may be the outcome.
1). Perceive quality > expected quality.
Result = delighted customer.
2). Perceive quality = expected quality.
Result = satisfied customer.
3). Perceive quality < expected quality.
Dissatisfied customer.
A very important factor in important service quality is to always keep promises and not guarantee which the firm cannot deliver.
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