Customer Relationship Management in Service Marketing From Customer Perspective

Customer
Customer Relationship
Relationship Management
Management
in
in Service
Service Marketing
Marketing from
from Customer
Customer
perspective
perspective
Presented by : Dhananjay Beura

Asst. Professor – Marketing
Global Institute Of Management
We regret to inform you that your services are
no longer required. You’ve been a perceptive
and judicious marketer, and you should be
proud of your outstanding contribution to the
industry. However, we’ve found someone
younger and far more capable.
3-2
?
Is performance in service marketing
transitioned from philosophy to customer
relationship management ?
3-3
Consumer behavior dynamics
• customers are more demanding, expecting more

value and benefits from the services they buy.
• The customers become more powerful in their
relationship with service providers.
3-4
Objective of the paper
This paper attention is confined to the customer
relationship marketing in service sector
• Understanding customer expectations, the key

for performance in service marketing
• Modeling the customer expectations of services
3-5
Understanding customer expectations, the
key for performance in service marketing
The range of customer expectations may be displayed in five

dimensions of the services, each one identically important.
• Reliability: Customers expect the services providers to have
the ability to perform the desired service dependably,
accurately and consistently. This involves keeping the service
promise and the reputation.
• Responsiveness: To be responsive to customers means
help them keeping informed, buying and post buying, too.
3-6
Understanding customer expectations, the
key for performance in service marketing
• Tangibles: Tangibles influence service quality perceptions by

offering indirect clues about the nature and quality of the service
itself, and indirectly, by the usage of physical aspects in the
production of service.
• Assurance: This is caused by the employees, knowledge,
courtesy, competence and ability to convey trust and confidence in
customers.
• Empathy: They expect the provision of caring, individualized
attention, speak to them in language they can understand and listen
to them.
3-7
Modeling the customer expectations of
services
Customers’ service expectations have two levels: desired and

adequate. The desired service level is the service the customer
hopes to receive. The adequate service level is that which the
customer finds acceptable.
3-8
Modeling the customer expectations of
services
• Fair Play
• Reliable
• Promises
• Service delivery
• Genuine customer relationship which
creates goodwill or credibility
3-9
The molecular model of service, a stimulus
for marketing performance
3-10
The molecular model of service, a stimulus
for marketing performance
These are two kinds of service evidence.

 Peripheral evidence is actually possessed as part of purchase, and it
has little or no independent value. A debit card is useless without the
funds that it represents.
 Essential evidence, unlike peripheral evidence, cannot be
possessed by the consumer. An essential evidence of a service,
people perform it.
3-11
Service quality as support for performance
in marketing – Model for service quality
3-12
Service Customer Relationship
Management
• service customer relationship management should pay attention to

the specific things that are causing customers to leave.
• Defections analysis is an important way to identify the number, the
rate and, more important, the reasons for leaving.
• Defections analysis involves specific relevant questions about why
customer has defected.
3-13
CONCLUSION
• Achieving service quality doesn’t mean slavishly keeping all

customers at any cost.
• Trying to retain all the profitable customers is an elementary
objective.
• Managing towards zero defections is revolutionary.
• Managers should know the company’s defection rate, what happens

to profits when the rate moves up and down, and why defections
occur.
3-14
”Customers don’t expect you to be perfect.
They do expect you to fix things when they go
wrong.”
- Donald Porter V.P., British Airways
Thank You
3-15

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Customer

Presented by : Dhananjay Beura

• customers are more demanding, expecting more

• Understanding customer expectations, the key

The range of customer expectations may be displayed in five

• Tangibles: Tangibles influence service quality perceptions by

Customers’ service expectations have two levels: desired and

These are two kinds of service evidence.

• service customer relationship management should pay attention to

• Achieving service quality doesn’t mean slavishly keeping all

• Managers should know the company’s defection rate, what happens

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