Service Marketing

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Textbook Pg. 348-361
Dimensions for Satisfaction
* Customer-centric
- Qualitative (Subjective)- Focus Group / Open-ended Questions
- Interviews / In-depth Questions
- C-I-T / What happened?
- Laddering Technique / Systematic Importance Approach

- Quantitative (Measurable)- Survey / Questionnaire (Descriptive Research)
Research Framework
Find independent variables that affect the dependent variable. Or have a mediating variable between both. Or moderating variables which are categorical by nature.
- Data Types (Nominal, Ordinal, Interval, Ratio)
- Research is evidenced-based / Empirical
- Correlation between variables
- Regression (Multi-Linear Regression)
- Mixed Method- Quantitative then Qualitative
- Qualitative then Quantitative
Customer Satisfaction = Sum of Service Elements
Facilitates service improvements, increases profits
Performance is measured by asking questions about satisfactions Performance = Satisfaction

Week 12 & 13 Tutorial
Chapter 13 & 14
1. Describe the factors that may encourage or inhibit a dissatisfied customer from complaining. There are many factors that influence complaint behaviour such as whether consumers believe their complaint will be dealt with and whether it is worth their time. Fig 13.3 in your textbook provides a good overview of the factors that inhibit complaining

3. Describe the differences in the behaviour of typical consumers from South-East Asia and Western countries when it comes to (a) complaining and (b) evaluating service-recovery efforts of the firm. a) Complaining – complaint behaviour increases when the problem is perceived as being a matter under the control of the firm, and what we learn from the fundamental attribution error (below) is that Western consumers tend to internalise explanations for service failure and therefore are more likely to complain. b) Evaluating service recovery efforts – to illustrate, an...
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