mkt 2106 –chap 3 retail quality and service
TRANSCRIPT
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 1/60
MKT 2106 – RETAILMARKETING MANAGEMENT
CHAPTER 3 –THE
MANAGEMENT OF SERVICE
AND QUALITY IN
RETAILING
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 2/60
CONTENTS/LEARNING OBJECTIVES
• WHAT CONSTITUTE RETAILING ?• THE SERVICE PRODUCT CONCEPT• DEFINITION OF SERVICE• THE CHARACTERISTICS OF THE RETAIL AND SERVICE
PRODUCT•
CLASSIFICATION OF SERVICE AND QUALIT• RETAIL SERVICE CHALLENGES• STRATEGIES TO OVERCOME CHALLENGES• SERVICE QUALIT MODEL• CHARACTERISTICS OF QUALIT• QUALIT AUDITING SSTEMS• BENCHMARKING• SERVICE RECOVER
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 3/60
WHAT CONSTITUTESRETAILING ?
1. TANGIBLE
FEATURES
2. INTANGIBLE
SERVICES+
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 4/60
1! TANGIBLE FEATURES
• R"#$%&%'( %) $ *+,-%'$#%+' +.(++)/)"%*")!
• A *$''"& )"%*" -3# ,$4 $&)+ %'+&" $,%5 +. 4)%*$& )3+3'%'()7 )%('$("73'%.+,)7 *$'(%'( ++,)7 %)&$4
$' #$'(%-&" ."$#3") – #" ,"*$'%)"!• R"#$%&%'( +%") #" -"'"8*%$& 3#%&%#4 +.
$ &$*" .+ 3*$)"!• T$'(%-&") – ,"*$'%)") 9+3*# &%'")7
)#$:)7 &$4+3#;• W$# "&)" &++< #$'(%-&" %' $ "#$%&)#+" ?????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 5/60
2! INTANGIBLE SERVICES
• R"#$%&%'( %) $&)+ &$("&4 %'#$'(%-&" %' '$#3"!
• S%,%&$ =%# 3" )"%*") +"$#%+'$& +*")) )3* $)-$'<%'(7 %')3$'*"7 %'")#,"'# )"%*") "#*!
• R"#$%&%'( *+,-%'") -+# (++) $' )"%*") $) +'"$*<$("!
• R"#$%&%'( *$' -" 3" )"%*" – %')3$'*" > -$'<%'(7
"3*$#%+'7 "#*!• O#") $" *+,-%'$#%+' +. )"%*" @ (++) –
L$3'%")7 $%"))")7)+" "$%")7 "$&# *&3- $'*"'#")7*%'",$)7 *$#"%'( +3#&"#)7 #$"& $("'#) "#*
• With many of these service dominant retail
businesses there is little or no movement ofphysical goods through a distribution channel.
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 6/60
SERVICE PRODUCTCONCEPT
TRANSACTION
WITHOUT
MERCHANDISE
TRANSACTION
WITH
MERCHANDISE
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 7/60
TRANSACTION WITHMERCHANDISE
I' "#$%&%'( #"" $" #"" 9; #4" +.)"%*") =%# (++)
1!OWNEDGOOD SERVICE2! RENTAL GOOD SERVICE
! SERVICE WITH BOUGHT GOODS
G%" "5$,&") +. #" $-+"(++)! ?????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 8/60
TRANSACTION WITHOUT
MERCHANDISEI' "#$%&%'( #"" %) $&)+ )"%*" =%#+3#(++)3" )"%*") =%#+3# (++)!
• P3" )"%*") +%" -4 $ =%"$'(" +. "#$%&") =+ $" %'+&" %'$$'(%'( + +($'%%'( #$"&78'$'*%$& #$')$*#%+' $' )"%*")7 +
+%%'( ")+'$& )"%*") )3* $)4 *&"$'%'(7 $%*3#7 "#*!
• W$# "&)" ????????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 9/60
W$# %) $ S"%*"?
• A S"%*"S"%*" %) $ .+, +. +3*# #$#*+')%)# +. $*#%%#%")7 -"'"8#)7 +
)$#%).$*#%+') +:"" .+ )$&" #$# $""))"'#%$&&4 %'#$'(%-&" $' + '+# ")3&#%' #" +='")% +. $'4#%'(!
• E5$,&") %'*&3" – B$'<%'(
– H+#"&)
– T$5 P"$$#%+'
–
H+," R"$% S"%*")
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 10/60
R"#$%& P+3*#)7 S"%*")7
$' E5"%"'*")P3"
T$'(%-&"
G++
P3"S"%*"
S+$
T$'(%-&"G++ W%#
A**+,$'4%
'( S"%*")
A3#+ W%#A**+,$'4%
'( R"$%S"%*")
H4-%O:"
R")#$3$'
#
S"%*"W%#
A**+,$'4%
'( M%'+G++)
A%&%'" T%W%#
A**+,$'4%'( S'$*<)
D+*#+)E5$,
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 11/60
R"#$%& P+3*#) > S"%*")
P3" T$'(%-&"
G++
P3"S"%*"
S+$7#+4)7"#*
H4-%O:"
R")#$3$'#7
F$)# .++/
T$%#%+'$& "#$%&
H$%"))%'(7
B$'<%'(7
I')3$'*"INTANGIBILIT
PERISHABILIT
INSEPARABILIT
•TANGIBLE
•STORABLE
•STANDARD
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 12/60
I'#$'(%-%&%#4I'#$'(%-%&%#4
I')"$$-%&%#4I')"$$-%&%#4
V$%$-%&%#4V$%$-%&%#4
P"%)$-%&%#4P"%)$-%&%#4
C$'# -" )""'7 #$)#"7 .""$7 + ),"&&" -".+"3*$)"!
C$'# -" )"$$#" .+,)"%*"+%")!
Q3$&%#4 ""') +' =++%") #", $' ="'7="" $' +=!
C$'# -" )#+" .+ &$#" )$&"
N$#3" $' C$$*#"%)#%*
+. $ R"#$%& S"%*"
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 13/60
RETAIL SERVICE
CHALLENGES/PROBLEMS ?INTANGIBILIT
• C3)#+,") *$'# )"" #" -"'"8#) +.#" "#$%& +3*# $' )"%*")
STRATEGIES
• U)" ":"*#%" )"&&%'( #"*'%3")
•
I,+%)" #" )#+" 4)%*$& &$4+3#• W$# "&)" ????????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 14/60
RETAIL SERVICE
CHALLENGES/PROBLEMS ?PERISHABILIT ?
• R"#$%& -3)%'"))/)#+" =+3& &+)" )$&")%. #"" $" '+ *3)#+,")!
STRATEGIES
• T+ *"$#" ",$' -4 $%'( )"*%$&
+,+#%+'!• W$# "&)" ?????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 15/60
RETAIL SERVICE
CHALLENGES/PROBLEMS ?INSEPARABILIT
• A-)"'*" +. )"%*" +%") $'%')3*%"'#
,"*$'%)" 9+3*# &%'");
STRATEGIES
• S#+") #+ ",&+4 $##%,"/)#$' %'=+<")
• W$# "&)" ????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 16/60
RETAIL SERVICE
CHALLENGES/PROBLEMS ?VARIABILIT ?• Q3$&%#4 ""') +' =+ +%")
#", $' ="'7 ="" $' +=!• P+-&",) – %'*+')%)#"'# ",&+4"")
".+,$'*"
STRATEGIES ?• P+%" ":"*#%" +3*# <'+=&"("
$' *3)#+," )"%*" #$%'%'(• W$# "&)" ????
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 17/60
S$#%)8" $' L+4$&
C3)#+,")
S$#%)8" $' L+4$&
C3)#+,")
G"$#" S"%*"V$&3"
G"$#" S"%*"V$&3"
H"$S"%*" P+8#)
$' G+=#
H"$S"%*" P+8#)
$' G+=#
S$#%)8" $'
P+3*#%" S"%*"E,&+4"")
S$#%)8" $'
P+3*#%" S"%*"
E,&+4"")
I'#"'$&S"%*" Q3$&%#4
I'#"'$&S"%*" Q3$&%#4
T" R"#$%& S"%*"P+8#C$%'
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 18/60
M$<"#%'( S#$#"(%") .+
R"#$%& S"%*" F%,)• M$'$(%'( S"%*" D%:""'#%$#%+'
– D""&+ %:""'#%$#" +:"7 "&%"4 $' %,$("!
• M$'$(%'( S"%*" Q3$&%#4 – E,+=" .+'#&%'" ",&+4"")7 – B"*+," C3)#+," +-)"))"7 – D""&+ %( )"%*" 3$&%#4 )#$'$)7 – W$#* )"%*" ".+,$'*" *&+)"&4!
• M$'$(%'( S"%*" P+3*#%%#4 – T$%' *3"'# + '"= ",&+4"") -"##"7 – W+< +' 3$&%#4 $) ="&& $) 3$'#%#47 – U#%&%" #"*'+&+(4!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 19/60
SERVICE QUALIT• S"%*" 3$&%#4 %) ")*%-" $) #" $-%&%#4 +.
#" +($'%$#%+' #+ ,""# + "5*""*3)#+," "5"*#$#%+'!
• C3)#+," )$#%).$*#%+' =%# $ )"%*" *$' -""8'" -4 *+,$%'( "*"#%+') +. )"%*""*"%" =%# "5"*#$#%+' +. )"%*" ")%"!
• W"' "5"*#$#%+') $" "5*"""7 )"%*" %)
"*"%" #+ -" +'" +. "5*"#%+'$& 3$&%#4$' $&)+ #+ -" $ &"$)$'# )3%)"!• W"' "5"*#$#%+') $" '+# ,"#7 )"%*"
3$&%#4 %) ""," 3'$**"#$-&"! W"'"5"*#$#%+') $" *+'8," -4 "*"%")"%*"7 3$&%#4 %) )$#%).$*#+4;!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 20/60
CUSTOMERS EPECTATIONSVERSUS PERCEPTIONS
1! EPECTATION• R"." #+ *3)#+,")
")%") + =$'#) #$#$" %'3"'*" -4 $)#"5"%"'*"7")+'$&'"")7=+ +.,+3#7,$<"#
*+,,3'%*$#%+'7%,$("$' %*"!• T")" "5"*#$#%+') *$'
-" )$" -4 )"%*"+%") #+3( #"%,$<"#%'( $' "5#"'$&
*+,,3'%*$#%+' ":+#)!
1! PERCEPTION• T" +*")) -4
=%* "+&")"&"*# 7+($'%"7
$' %'#""#%'.+,$#%+' #+.+, $ ,"$'%'(.3&%*#3" +. #"=+& 9K+#&" ;!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 21/60
SERVICE QUALIT MODEL
• T" .+&&+=%'( $%$-&") T$'(%-&")7A))3$'*"! R"&%$-%&%#47 R")+')%"'"))$' E,$#4 $" #" %,"')%+') %' #"SERVICEQUAL ,+"&9 ""&+" -4
P$$)3$,$'7 "%#$, $' B"4 10;!• T")" $%$-&") $" "5"*#" #+
%'3"'*" "+&") "*"#%+' $'"5"*#$#%+' +' #" )"%*" 3$&%#4 -4
+($'%$#%+')!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 22/60
SERVICE QUALITVARIABLES
A RETAIL
SERVICE
QUALITY
•TANGIBLES•ASSURANCE•RELIABILITY
•RESPONSIVENESS•EMPATHY
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 23/60
TANGIBLES• T$'(%-&") %'*&3" #" 4)%*$&
"%"'*" +. #" )"%*" )3* $)4)%*$& .$*%&%#%")7$"$$'*" +.)"%*" +%")7 #++&) +
"3%,"'# 3)" #+ +%" #")"%*"7 4)%*$& ")"'#$#%+' +.#" )"%*"7 $' +#" *3)#+,")
%' #" )"%*" .$*%&%#4!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 24/60
ASSURANCE•
T%) %,"')%+' "&$#") #+ #" <'+=&"("7*+,"#"'*"7 $' *+3#")4 +. )"%*"",&+4"") $' #"% $-%&%#4 #+ *+'"4 #3)# $'*+'8"'*"!
• C+,"#"'*" ,"$') +))"))%+') +. #""3%" )<%&&) $' <'+=&"(" #+ ".+, #")"%*"!
• C+3#")4 %'+&" +&%#"'"))7")"*#7*+')%"$#%+'7 $' .%"'&%'")) +. *+'#$*#")+''"&!
• T%) %,"')%+') %'*&3") #3)#=+#%'"))7
-"&%"$-%&%#4 $' +'")#4 +. )"%*" ",&+4"")!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 25/60
RELIABILIT•
R"&%$-%&%#4 %' )"%*") %) "8'" $) #"$-%&%#4 #+ ".+, #" +,%)" )"%*"""'$-&4 $' $**3$#"&4!
• I# ,"$') #$# #" )"%*" +($'%$#%+'".+, #" )"%*" %(# #" 8)# #%,"$' $&)+ ,"$') #$# #" +($'%$#%+')+'+) $&& +. %#) +,%)")!
• S+," "5$,&") %'*&3" $**3$*4 %'-%&&%'(7<""%'( "*+) $**3$#"&47 $'
*+,&"#%'( #" )"%*" $# #" +,%)"#%,"!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 26/60
RESPONSIVENESS• T%) *+'*"') #" =%&&%'('")) +
"$%'")) +. ",&+4"") #+ +%")"%*"!
• I# I'*&3") #" #%,"&%'")) +.)"%*" )3* $) (%%'( +,#)"%*"7 ,$%&%'( $ #$')$*#%+' )&%
%,,"%$#"&47 $' "#3'%'(*3)#+," *$&& 3%*<&4!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 27/60
EMPATH•
E,$#4 %) "8'" $) #" *$%'($' %'%%3$&%" $##"'#%+'+%" #+ *3)#+,")!
• I# %'*&3" #" $+$*$-%&%#4 $'"$)" +. *+'#$*# =%# #" )"%*"+%") $' ,$<%'( #" ":+# #+3'")#$' #" *3)#+,") $'
#"% '"")!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 28/60
QUALIT IN RETAILING ?
• I) #" #+#$&% +. "&$#%+')%-"#=""' )"%*" +%")
9.3'*#%+'$& $)"*#); $' #"."$#3") +. "#$%&%'( 9#"*'%*$&$)"*#; =%* $" "&$#" #+
#" "&%"4 +. )$#%).$*#%+'!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 29/60
QUALIT IN RETAILING ?
FUNCTIONAL
QUALITY
TECHNICAL
QUALITY
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 30/60
FUNCTIONAL QUALIT• R".") #+ += #" #"*'%*$& "&","'#) +.
#" )"%*" $" #$')."" + "*"%"!EAMPLES•
A"$$'*"• B"$%+3• A##%#3")• C3)#+," *+'#$*#)
• S"%*" ,%'"'"))• A**"))%-%&%#4• I'#"'$& "&$#%+')
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 31/60
TECHNICAL QUALIT• R"." #+ =$# *3)#+,") %) $*#3$&&4
"*"%%'( .+, #" )"%*"!
EAMPLES
• T"*'%*$& )+&3#%+'
• K'+=+=
•
M$*%'")• C+,3#"%" )4)#",)
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 32/60
I,+#$'*" +. P+3*#%%#4 $'Q3$&%#4 .+ R"#$%& S"%*" M$<"#")
Productivity • H"&) #+ <"" *+)#) +='
– &+=" %*") #+ ""&+ ,$<"#7 *+,"#" -"##"
– %'*"$)" ,$(%') #+ ",%# &$(" ,$<"#%'( -3("#)
– $%)" +8#) #+ %'")# %' )"%*" %''+$#%+'
• M$4 %,$*# )"%*" "5"%"'*" 9,3)# $+% '"($#%");
• M$4 "3%" *3)#+," %'+&","'#7 *++"$#%+'
Quality • G$%' *+,"#%#%" $$'#$("7 ,$%'#$%' &+4$
• I'*"$)" $&3" 9,$4 ",%# %(" ,$(%');
• I,+" +8#)
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 33/60
THE SERVICE QUALITDELIVER MODEL
• D""&+" -4 P$$)3$,$'7 "%#$,& >B"4 91;!
• T" ,+"& *&$%,) #$# #" *+')3,""$&3$#") #" 3$&%#4 +. $ )"%*""5"%"'*" $) #" +3#*+," +. #"%:""'*"9GAP; -"#=""' "5"*#" $'3'"5"*#" )"%*"!
• T" ,+"& %(&%(#) #" ,$%' "3%","'#).+ $ )"%*" +%") "&%"%'( #""5"*#" )"%*" 3$&%#4!
• T"" $" ($) %' #" ,+"&!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 34/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
Customer experiencerelative to expectations
Advertising andsales promises
Customer interpretation
of communications
1. Knowledge Gap
2. Standards Gap
3. Delivery Gap
. Service Gap
Customer needs and expectations
!anagement definition of t"ese needs
#ranslation into
design$delivery specs
%xecution ofdesign$delivery specs
Customer perceptionsof product execution
&. %xternal
Communications Gap
.
MARKETER
CUSTOMER
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 35/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
• T%) ,+"& "&) "#$%& ,$<"#") #++%" ("$#" ,$'$(","'# *+'#+&+" "#$%& *3)#+," )"%*"
"&$#%+')%!• C$' &"$ #+ -"##" *3)#+,")
)$#%).$*#%+' -4 "3*%'( + *&+)%'(
#" ($)
THE SERVICE QUALIT MODEL GAPS
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 36/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
GAPS 1 – KNOWLEDGE GAP• I('+$'*" +. #" *3)#+,") "5"*#$#%+'• I) #" ($ -"#=""' *+')3," "5"*#$#%+'
$' ,$'$(","'# "*"#%+'!• M$4 ")3&# .+, #" &$*< +. 3'")#$'%'(
+. =$# *+')3,") "5"*#) .+, $ )"%*"!• E!( – $ '"=&4 ")#$-&%)" ")#$3$'# +='"#%'<) #$# *3)#+," =$'# "&%*%+3) %*"$' +3#%'" .++ *3%)%'") -3# %' "$&%#4*3)#+,") =$'# $ $%"#4 +. .++ *3%)%'")!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 37/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
GAP 2 –SERVICE STANDARD• R"3%","'# .+ )"%*" )#$'$
• T" ($ -"#=""' ,$'$(","'# "*"#%+' $' )"%*"3$&%#4 "5"*#$#%+')!
• R")3&#) ="' #"" %) $ %)*"$'*4/%:""'*"
-"#=""' =$# ,$'$(","'# "*"%") #+ -" *+')3,""5"*#$#%+') $' $*#3$& )"%*" 3$&%#4 )"*%8*$#%+'"5#$-&%)"!!
• E!( #" ,$'$(","'# ,$4 '+# )"# 3$&%#4 )#$'$) +#" 3$&%#4 )#$'$) )"# ,$4 -" *&"$ -3# 3'"$&%)#%*!
• E!( – $ )"$ .++ ")#$3$'# "*"%") #$# *3)#+,")
=$'# .$)#.++ "&%"4 -3# #" ,$'$(","'# + '+#)"# #" $*#3$& "&%"4 )#$'$!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 38/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
GAP – NOT DELIVERING TO SERVICE STANDARDS
• I) #" ($ -"#=""' )"%*" 3$&%#4 )"*%8*$#%+') $' )"%*" "&%"4!
• T" (3%"&%'") ,$4 "5%)# #+ ".+, $ )"%*" ="&& -3#)"%*" "&%"4 %) +. ++ 3$&%#4 3" #+ ++ ",&+4""".+,$'*"!
• E( – $ -$'< *&$%, +. .$)# -$'<%'( )"%*" -3# #"",&+4"") +%" )&+= )"%*" 3" #+ #"%%'"*%"'*4 $' %'*+,"#"'*4!
• O#" "5$,&") ???
• A' +3#)#$#%+' *"3" "+)%#" %' P"'$'( B$'< =+3&
#$<" $4) #+ *&"$ -3# #" *"3" %) '+# *&"$" +'#" $4!
THE SERVICE QUALIT MODEL GAPS
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 39/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
GAP ETERNAL COMMUNICATION GAP•
I'*+')%)#"'*4 -"#=""' ".+,$'*" $' +,%)")!• T" ($ -"#=""' )"%*" "&%"4 $' "5#"'$&
*+,,3'%*$#%+'!• C+')3," "5"*#$#%+') $" $:"*#" -4 #"
+,%)"),$" -4 #" )"%*" +%") +,+#%+'$& ,"))$("!E5$,&")• A %$#" *+&&"(" *&$%,) #$# -3)%'")) +($,)
$" -""' $**"%#" -4 LAN/MQA +'&4 #+ -"%)*+"" -4 )#3"'#) '+# 4"#
$+" -4 M%'%)#4 +. E3*$#%+'!• O#" "5$,&") ???
THE SERVICE QUALIT MODEL GAPS
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 40/60
THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION
GAP –SERVICE GAP•
T" )"%*" )+#.$&&)!• R")3&#) ="' +'" + ,+" +. +#" ($) ")*%-" +**3)!EAMPLES• A +#"& (3")# *+,&$%') #$# #" $#" 3+#" %) %("
#$' #" $#" $"#%)"!• H" .3#" *+,&$%') #$# #" ++, %) ),"&&4 =%# 3%$'
),"&& $' .3&& +. ,+)3%#+!• P%$#" *+&&"(" )#3"'#) *+,&$%' #$# #"4 '"" #+ $4$%#%+'$& #3%#%+' ."" @@@@!
• T"4 .3#" *+,&$%' #$# #" $%*+'%#%+'%'( %) +# $'3,%
&3) ),"&&47 $' +)#"&) =$#" &++< 4"&&+=%)!•
I. #")" )+#.$&& $%)")7 ,$'$(","'# $" #+ "')3" #"4"3*" + *&+)" #" ($)!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 41/60
ONE OF TOLERANCE• I' "#$%& )"%*" "'*+3'#"7 *+')3,") =%&&
$" %:""'# &""&) +. #+&"$'*" $) =$#,$4 -" 3(" $"3$#" + "5"*#" )"%*"!
• +'" +. #+&"$'*" – *+')3,") $" =%&&%'( #+$**"# %:""'# &""& +. )"%*" =%* .$&&=%#%' $ +'" -"#=""' #" ")%" $'$"3$#" &""&) +. ".+,$'*"!
• E5$,&") – ,4 #+&"$'*" &""& .+ =$%#%'(
.++ "&%"4 %) 20 ,%'3#")! I. =%#%' 10 –20,%'3") )#%&& O!K! I. ,+" #$' 20 ,%'3#") '+#O!K
RETAIL SERVICE CONTROL OF
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 42/60
RETAIL SERVICE CONTROL OFQUALIT
WH THERE IS GROWING CONCERN ONRETAILSERVICE CONTROL OF QUALIT ?• D3" #+ )#+'( *+,"#%#%+' $' %$&) '"" #+
+%" -"##" )"%*" &""&)!• D3" #+ *3)#+,") ",$' +' 3$&%#4 )"%*"
$' 3$&%#4 +. &%."!• D3" #+ *+')3,") #%," &%,%#$#%+'7 '"" .+ .$)#
)"%*"!• D3" #+ #" (&+-$&%$#%+' "$7 #" ")"'*" +.
(%$'# *+,"#%#+) =+ *+3& +:" -"##" )"%*")• D3" #+ #" $$'*","'# +. #"*'+&+(47 %$&) $"
*+,"#%'( .+ &$#")# #"*'+&+(%") $' $=$ – ISO 2000)
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 43/60
CHARACTERISTICS OF QUALITIN RETAILING
MERCHANDISE
(PRODUCTS) SERVICES
MERCHANDISE QUALIT
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 44/60
MERCHANDISEQUALIT9+3*#);
• P".+,$'*"• F"$#3")
• R"&%$-%&%#4
• C+'.+,$'*" #+ )#$'$)
• D3$-%&%#4
• S"%*"$-%&%#4
• %,$("
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 45/60
SERVICES QUALIT1!TANGIBLES
2!ASSURANCE
!RELIABILIT! RESPONSIVENESS
! EMPATH
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 46/60
QUALIT AUDITING SSTEM
B3##&" 91; *+,%&" $ &%)# +. 1+)"%*" $%$-&") #$# )+")'+,$&&4 3)" #+ $))")) $ )#+")
)"%*" ".+,$'*"!• H" )+#&%)#" #+ 26 <"4 *%#%*$&
$#%-3#") #$# "#$%&") '"" #+ .+*3)
+'
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 47/60
26 RETAIL SERVICE ATTRIBUTES• E5#"'$& $"$$'*" +. #" +3#&"#• M"*$'%)" %*%'( %' =%'+= %)&$4•
G""#%'( 3+' "'#4• S#$: $+$*$-%&%#4• S#$: $$%&$-%&%#4 #+ "&• M$'$(" $$%&$-%&%#4• W"#" #" ,$'$(" %) "*+('%$-&"• T" '3,-" +. *3)#+," )"" )%,3&#$'"+3)&4 -4 +'"
)#$: ,",-"• P+,#'")) +. "'3%4 $'&%'(• O3#&"# )#+*< &""&• S#$: $=$"'")) +. .$)%+' #"')• P+3*# "# $' =%#• S#$: $=$"'")) +. $"#%)" &%'")•
H"&.3&'")) +. )#$: $%*"
26 RETAIL SERVICE ATTRIBUTES
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 48/60
26 RETAIL SERVICE ATTRIBUTES
• H+'")#4 +. )#$: $%*"• S#$'$ +. 8##%'( ++,)•
A$%&$-%&%#4 +. $"#%)" )#+*<• C+&+/)%" $$%&$-%&%#4• S"&"*#%+' =%#%' )%"• A$%&$-%&%#4 +. $&#"$#%+' "%*"• E4" *$#*%'( =%'+= %&$4• Q3$&%#4 +. %'#"%+ %)&$4• S"" +. #" 3*$)" #$')$*#%+'• N3,-" +. *+3'#" )"%*"• T" $$%&$-%&%#4 +. )"$#)
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 49/60
BENCHMARKING ?• I) $ *+'#%'3+3) +*")) +. )"&"*#%'( #"
-")# $*#%*" $' )"%*") $($%')#=%* #+ 3("
• B$)" 3+' #" J$$'")" *+'*"# $'#+#)37 ,"$'%'( #" -")#!
• U)%'( #" -")# *+,"#%#+ $) #"
-"'*,$< .+ "#$%&") #+ %,+"!• M$4-$'< 3)%'( C%#%-$'< $) $
-"'*,$< #+ %,+"
TPES OF
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 50/60
TPES OFBENCHMARKING
1!INTERNAL• W"" #" -")# %'#"'$& *+,$'4 "5$,&") $"
3#%&%"2!COMPETITIVE• B$)" 3+' "5#"'$& %"*#&4 *+,"#%'( "#$%&")
$' #"% ,"*$'%)"!FUNCTIONAL• W%* ,"$)3") $($%')# #" -")# "5#"'$&
,$<"# &"$") + .3'*#%+'$& +"$#%+')!GENERIC• W%* %) #+ ,"$)3" #" -")# $*#%*" "($&"))
+. =$# )"*#+ + %'3)#4 %) "")"'#"!
IS A QUALIT OR COST OR A LONG
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 51/60
IS A QUALIT OR COST OR A LONG TERM BENEFITS ?
• G"'"$&&4 #" '+#%+'/%"$ #$# %,+","'# %'
3$&%#4 %) $))+*%$#" =%# %'*"$)" *+)#)!• H")<"## 910; *$," 3 =%# #" ,+"& #$#
%'%*$#") %' #" &+'( #",7 #3" 3$&%#4%,+","'# &"$) #+ $' %,+" #$%'(+)%#%+'!
• C&$%,) #$# $ *+'#%'3+3) %,+","'# %' )"%*"%) '+# $ *+)# -3# $' %'")#,"'# %' $ *3)#+," =+=%&& "#3' ,+" +8# %' #" &+'(#",!
• DO IT RIGHT FOR THE FIRST TIME7 MAKE
CUSTOMERS SATISFIED AND DELIGHTED7IN THELONGRUN QUALIT WILL BE FREE
HESKETTS QUALIT
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 52/60
HESKETT S QUALITMODEL
•
I'%*$#") #$# 3$&%#4 %,+","'# &"$) #+ $'%,+" #$%'( +)%#%+'!• C&$%,) #$# #" *+)# +. $*3%%'( $ '"= *3)#+,"
%) ,3* %(" #$' #$# +. "#$%'%'( $' "5%)#%'(*3)#+," #+3( +%%'( 3$&%#4 )"%*"!
• S$#%)8" *3)#+,") $" =%&&%'( #+ $4 %(" %*")3" #+ #" (++ )"%*" 3$&%#4 "5"%"'*" &3)."" $"#%)%'( #+3( =+ +. ,+3#$"#%)","'#!
• K""%'( *3)#+,") +" &+'(#", +%")%,+#$'# )$%'()!
•
O' $ *+)# –-"'"8# -$)%)7 (++ )"%*" 3$&%#4 =%&&%'*"$)" )"%*" 3$&%#4 $' "3*" &+'(3' *+)#)!
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 53/60
B3%&%'( $ S"%*" Q3$&%#4I'.+,$#%+' S4)#",
• C+,&$%'# $'$&4)%)
• P+)##$')$*#%+' )3"4)
• O'(+%'( *3)#+,")3"4)
• C3)#+," $%)+4$'"&)
• E,&+4"" )3"4)/$'"&)
• F+*3) (+3)
• M4)#"4 )+%'(
• T+#$& ,$<"# )3"4)
• C$#3" +. )"%*"
+"$#%'( $#$
SERVICE RECOVER ?
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 54/60
SERVICE RECOVER ?• I) $ -+$ #", #$# "&$#") #+ #"
&$''" )4)#",) $' ":+# #$# $8, +%") #+ *+"*# $ +-&",.+&&+=%'( $ )"%*" .$%&3" =%# #")"*%8* +-"*#%" +. "#$%'%'( $
*3)#+,") (++=%&&!• S"%*" "*+"4 ":+#) &$4 $
*3*%$& +&" %' $*%"%'( 9+;")#+%'( *3)#+," )$#%).$*#%+'!
F%(! !1 C+3)") +. A*#%+' O"' #+
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 55/60
( $ D%))$#%)8" C3)#+,"
'ro(lem
Arises
%scalateComplaint
Decide toComplain
#a)e *o
Action
Switc"Suppliers
Complain to +irmat ,ocal ,evel
Complain to
-ead ffice
Complain toutside rgani/ation
See) ,egalAction
#ell +riends of0ad %xperience
'ro(lem Stillnresolved
'ro(lem *owesolved
'ro(lem Stillnresolved
*egative !
Defection
E'#4 P+%'#) .+
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 56/60
E'#4 P+%'#) .+C+,&$%'#)
•
E,&+4"") )"%'( *3)#+,") .$*"#+.$*" + -4 +'"• I'#","%$%") $*#%'( .+ +%(%'$& )3&%"
• M$'$(") *+'#$*#" -4 *3)#+,") $# "$/"(%+'$&+*"
• C+,&$%'# *$) ,$%&" + &$*" %' )"*%$& -+5
• C+,&$%'#) $))" #+ *+,$'4 -4 #%$#4"*%%"'#)
– #$" +($'%$#%+') – *+')3," $+*$#") –
&"(%)&$#%" $("'*%") – +#" *3)#+,")
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 57/60
F%(! !2 C+,+'"'#) +. $' E:"*#%"R"#$%& S"%*" R"*+"4 S4)#",
Do the Job Rightthe First Time
Identify Service
Com!"ints
Reso!ve Com!"intsEffective!y
#e"rn fromRecovery
Effective Com!"int$"nd!ing
Incre"sed S"tisf"ction"nd #oy"!ty
%Cond&ct Rese"rch%Monitor Com!"ints
%Deve!o Com!"ints "sOort&nity C&!t&re
Deve!o EffectiveSystems "nd Tr"iningin Com!"ints $"nd!ing
Cond&ct Root C"&seAn"!ysis
+eed(ac)
G % &% . : %
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 58/60
G3%"&%'") .+ E:"*#%"R"#$%& S"%*" P+-&",
R")+&3#%+'• A*# .$)#
• A,%# ,%)#$<") -3#+'# -" "."')%"
• U'")#$'+-&", .+,*3)#+,")%"=+%'#
• D+'# $(3"• A*<'+=&"("
*3)#+,") .""&%'()
• G%" -"'"8# +.+3-#
• C&$%.4 )#") #+
)+&" +-&",• K"" *3)#+,")
%'.+," +. +("))
• C+')%"
*+,"')$#%+'• P")""" #+ "($%'
(++=%&&
INDIVIDUAL SERVICE
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 59/60
INDIVIDUAL SERVICERECOVER STRATEGIES
WATCHING FOR SIGN LANGUAGE• L++< .+ *3)#+," '+'"-$& *3") -+%'(7 =$%#%'( #++
&+'( "#*!
• I' ")#$3$'#7 (%" ."" *+:"" + " "3*#%+' %' #" -%&&
PREPLANNING
•
E')3" "'+3( )#$:) 3%'( "$< #%,"/",$'! TRAINING
• E%#" +%" )"*%$&%)" + ,3&#%#$)<) #$%'%'(!
EMPOWERMENT
• F+'#&%'" )#$: '"" #+ "$*# 3%*<&4 #+ )+&" )"%*"+-&", )%#3$#%+')!
• D"&"($#" $3#+%#4 > ")+')%-%&%#4 #+ )+&" +-&",)=%#+3# #" '"" #+ "." #+ #" )3"%)+ $' ,$'$("!
A SUMMAR OF THE KE
7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service
http://slidepdf.com/reader/full/mkt-2106-chap-3-retail-quality-and-service 60/60
A SUMMAR OF THE KE
COMPONENTS OF A SERVICEQUALITLED APPROACH
1! A' 3'"'%'( 3")# .+ "5*"&&"'*" %' $&& #%'()!
2!A )4)#", =%* +:") *+'#%'3+3) %,+","'# >"3*") .$%&3" ""#%#%+'!
! A' +%"'#$#%+' =%* .+*3)") +' #" *3)#+,"$' )#$<"+&" )$#)%.$*#%+' +3#*+,")!
!A .""&%'( +. #+#$& %'+&","'# +. ""4-+4#+=$) 3$&%#4 $##$%',"'#!
! R"(3&$ ,"$)3","'#7 ,+'%#+%'(7"$&3$#%+' $'$3)#,"'# #+ *$'(%'( *%*3,)#$'*")!