Page 24 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 One can never be perfect
 To err is human
 Employees are not interested
 Quality is expensive
 We cannot afford
 Customers want price cuts, not quality

(c) Satisfaction versus expectations

1. Quality is not what the provider says it is. It is what the customer says it is. It does not matter
what the inputs while creating the service do not determine quality.
2. Quality is measured by the extent of satisfaction of the customer. There is no other measure.
The more satisfied the customer is, the better the quality
3. When one buys a service, there is an expectation of nature,
4. Level and quality of service.
 Wht one experience the previous time
 What one needs now
 What one has heard from others
 What the salesman had been saying
5. When going to the hospital, one’s expectation will vary according to whether one is gong there
 To visit a friend whos is a patient
 To assist a friend who is a patient
 To have a check up
6. In each each case, the frame of reference is fifferent. In one case it is anxiety and fear, while in
another case it is joyous expectation. The hurried movement of the hospital staff might enhance
the levels of anxiety and fear.
7. There is unlikely to be a perception of quality, unless there is quality in fact.
8. If the perception of experience is better than the expectation, the service is evaluated as
satisfactory.

(d) Source of satisfactions

 Regardless of what the product is, customers feel happy when they experience.
 Recognition
 Courtesy
 Responsiveness
 Sensitivity
 Competence
 Realibility or credibility
 Ease of access
 Recognition is one factor more vital than any other

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