Relationship Marketing Chapter 6

1
Part 3
UNDERSTANDING CUSTOMER REQUIREMENTS
2
Provider Gap 1
CUSTOMER
Expected Service
Listening Gap
COMPANY
Company Perceptions of Consumer Expectations
Part 3 Opener
3
Listening to Customers through Research
Chapter
6

• Using Marketing Research to Understand Customer
  Expectations
• Elements in an Effective Services Marketing
  Research Program
• Analyzing and Interpreting Marketing Research
  Findings
• Model Services Marketing Research Programs
• Using Marketing Research Information
• Upward Communication

4
Common Research Objectives for Services

• To identify dissatisfied customers
• To monitor and track service performance
• To assess gaps between expectations and
  perceptions
• To gauge effectiveness of changes in service
• Etc.

5
Criteria for an Effective Services Research
Program (p. 143-146)

• 1. Includes qualitative and quantitative research
• Qualitative research exploratory clarify
  problem definition, prepare for more formal
  empirical research

6
Criteria for an Effective Services Research
Program (p. 143-146)

• Quantitative research describe nature,
  attitudes, or behaviors of customers
  __________________

7
Criteria for an Effective Services Research
Program

• 2. Balancing the Cost of the Research with the
  Value of the Information
• Cost monetary (marketing research companies,
  payments to respondents), time costs
• Value better decision making, retained
  customers, successful new service launches

8
Criteria for an Effective Services Research
Program

• 3. Occurs with Appropriate Frequency
• Appropriate frequency or ongoing research is a
  function of type of service and to the purpose
  and method of each type of service research a
  company might do.