Customers Perception of Service
Customers perception of service
Customers perception of service means what the customers feel about the service. ie, how the customers evaluate the service after experiencing the service from the service provider – ie, whether they have experienced quality service.
Perceptions are always considered relative to expectations
Because expectations are dynamic, evaluations may also shift over time – from person to person and from culture to culture. What is considered quality service or the things that satisfy customers today may be different tomorrow.
It is pertinent to remember that the entire discussion of quality and satisfaction is based on customers perception of the service – not some predetermined objective criteria of what service is or should be.
Recognise that customers will have perceptions of single, transaction-specific encounters as well as overall perceptions of a company based on all their experiences.
It is important to understand all these types of perceptions for different reasons and that the viewpoints are complementary rather than competing
Understanding perceptions at the transaction-specific level is critical for diagnosing service issues and making immediate changes.
On the other hand, cumulative experience evaluations are likely to be better predictors of overall loyalty to a company
Satisfaction V/S Service quality
• Practitioners tend to use the terms ‘satisfaction and ‘Quality interchangeably
• But researchers have attempted to be more precise about the meaning and measurement of the two concepts.
• SATISACTION is generally viewed as a broader