Customer Satisfaction And Expectation Of Service - 2912 Words

Contents 1. Abstract 2. Introduction 1.1 Service Nature 1.2 Service Quality 1.3 Service Failure 1.4 Service Recovery Strategies 1.5 Service Guarantee 1.6 Personal Encounter 3. Conclusion 4. Recommendations 5. Bibliography 1. Abstract This report is the outcome of a research created with the purpose of determining what impacts on customers’ satisfaction and expectation of service, as well as to study the relationship between the service nature, service quality, service failure, service recovery strategies and service guarantee. Evidence of how effective the service quality measurement models, such as SERVQUAL and SERVPREF, is also shown. The focus of this research is to show the main components of services, how†¦show more content†¦Nowadays organisations recognise the importance of satisfying their customers’ needs and meeting their expectations as the more complex the customer demand, the more there is need for service. Although services are infused in every organisation’s core, service failure still appears therefore, service recovery strategies are essential in order for the organisations to overcome the situation. This research intends to study the relation between customer servic e and organisation. 1.1 Service Nature Service is an activity which normally takes place by interacting between the service employees and the customer although a clear definition on services has always been immense to describe. An easy way to understand services is by imagining service personnel as the actors in a play and the customers as the audients (Lovelock, Vandermerwe, Lewis, 1999). There are two ways in which services can be defined, such as service being an act of performance and as economic activities providing consumers with benefits under specific circumstances. The importance of the service sector is obvious as 67% of employees are directly employed in service jobs while more than half of those already employed in manufacturing companies perform service function jobs. (Irons, 1997) Services have four key characteristics such as intangibility, inseparability, variability/heterogeneity and perishability. This key characteristics of services are used to describe the effect and