The Gap Model of Service Quality What you’ll learn to do: Discuss the gap model of service quality In the London Underground, “Mind the Gap” signage is ubiquitous, warning passengers of the gap between the platform and the train’s entry/exit stairs. In the retail environment, the danger zone is the gap between customer service expectations and customer perceptions of service. In order to effectively manage the customer experience, retailers need to… Read More »The Gap Model of Service Quality

The Customer Evaluation Process What you’ll learn to do: explain the key components of the customer evaluation process Customers are constantly deciding what to buy and where to buy it. In order to retain customers, businesses must ensure their customers are satisfied. But just what does it mean to have a satisfied customer? And how can a business retain customers in our ever-changing market place? LEARNING OUTCOMES Define customer perception… Read More »the key components of the customer evaluation process

Problem Resolution Through Excellent Customer Service Ultimately, the best method of resolving simple problems – often before they arise – is through the delivery of excellent customer service. By ensuring a close relationship with the customer, knowing their wants and needs and avoiding any misunderstandings, a company is able to ensure that problems of a non-technical nature are minimized, often before they even arise. Any problems that do arise can… Read More »Problem Resolution Through Excellent Customer Service

Customer Expectations Successful businesses work proactively to obtain information from their customers to ensure they are meeting their needs. Customer Feedback Service quality generally refers to a customer’s comparison of service expectations as it relates to a company’s performance. A business with a high level of service quality is likely capable of meeting customer needs while also remaining economically competitive in their respective industry. Successful businesses who remain competitive and… Read More »Customer Expectations

Service Quality Perceptions Post-Purchase Behavior Post-purchase behavior is when the customer assesses whether he is satisfied or dissatisfied with a purchase. Post-purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. How the customer feels about a purchase will significantly influence whether he will purchase the product again or consider other products within the brand repertoire.… Read More »Service Quality Perceptions

The Customer Evaluation Process What you’ll learn to do: explain the key components of the customer evaluation process Customers are constantly deciding what to buy and where to buy it. In order to retain customers, businesses must ensure their customers are satisfied. But just what does it mean to have a satisfied customer? And how can a business retain customers in our ever-changing market place? LEARNING OUTCOMES Define customer perception… Read More »The Customer Evaluation Process

Personalized vs. Standardized Service The industrial age and the advent of mass merchandising introduced the concept of ready-to-wear garments to the fashion industry. Before industrialization, clothing was handmade. Each dress, shirt, pant, or suit was individually measured,  cut, and sewn by a tailor to fit one person. This process was both time-consuming and relatively expensive for most people. Shortly after the end of World War II, ready-to-wear, or “off-the-rack,” clothing… Read More »Personalized vs. Standardized Service

Offered Services Customer service, including complimentary services offered, is one way that retailers differentiate themselves in a crowded marketplace. Perspective point: According to a 2011 survey conducted by Harris Interactive, 86% consumers indicated they would pay more for a better customer experience and 89% switched to a competitor following a poor customer experience.[2] Looking forward, customer experience consulting firm Walker projects that by 2020 customer experience will become the key brand… Read More »Offered Services

External Customers Being able to answer five fundamental questions, the “5Ws,” who, what, when, where, and why about any customer, is vital in providing excellent customer service. The answers to the 5Ws create a profile of varying demographic, psychographic, and product usage characteristics. “Who”question factors, for example, may include age, gender, income, race, religion, sexual orientation, education, location, marital, and familial status. Likewise, “why” questions may help determine the purpose… Read More »External Customers

Customer Profiles What is a customer? When asked, most people understand what a customer is since virtually everyone  on the planet is, at one time or another, a customer of something or somebody else. Whether buying socks at a clothing store, eating at a restaurant, or streaming an online movie, the customer is, in fact, the very essence of retail. Customers, though, can be defined into two distinct groups: internal… Read More »Customer Profiles