How Customers Perceive Service

Customers Build Expectations About Service Base on Brand

Customers perceive service in terms of the quality of the service and the satisfaction they derive from the overall experience. A company puts its image on the line even in the most casual of encounters with customers. Whenever an employee meets a customer (internal or external), he or she creates an impression that can determine whether the customer will continue to do business with the organisation. Each meeting or encounter is a vital moment to win or lose business, based on how the company is perceived in terms of service and quality.

Customers' Expectations Factors

Four factors shape customer expectations. Let us identify them in terms of an example. You have booked at a lodge.

Explicit service promises – what you read about the lodge; what are promised in the lodge’s advertising material.

Implicit service promises – what the chalets at the lodge look like; the appearance of the staff at the lodge; the rates charged.

Word of mouth – what friends, colleagues or family have told you about the lodge; other people’s personal experiences at the lodge, which they have shared with you.

Experience – maybe you stayed at the same lodge a couple of years ago and the memories of that experience shape your expectations.

So, what is the bottom-line? As service providers, we are responsible to live up to those expectations!

Customers’ Perception

Assessments of Service Quality: Perception builders

Researchers have found that customers typically consider the following five dimensions (TERRA) in their assessments of service quality:

Tangibles – The appearance of physical facilities, equipment, staff, and written materials.

Empathy – Caring, individualised attention given to customers.

Reliability – The ability to perform the promised services dependably and accurately.

Responsiveness – The willingness of employees to help customers and to provide prompt service.

Assurance – The knowledge and courtesy of employees and their ability to inspire trust and confidence.