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Customer Perceptions of Service Quality

and Purchase Intentions


The link between customer satisfaction, service
quality, and increased purchases is apparent.
There is also evidence showing that customer satisfaction
and perceptions of service quality affect consumer
intentions to behave in other positive ways. (Positive word
of mouth, increased purchase volume, etc).
Relationships have also been discovered between
service quality and specific behavioural intentions, as
shown in the following diagram.
BOTTOM 3 BOXES
Neutral to Very Dissatisfied
(7%)
Overall Satisfaction
with XYZ
(% of customers)
TOP BOX
Very Satisfied
(64%)
SECOND BOX
Somewhat Satisfied
(29%)
Definitely Will
Repurchase from
XYZ
= 96%
= 52%
= 7%
All
Customers
Top Box Scores, Repurchase Intentions, and
Referral Intentions
44-point drop
Definitely Would
Recommend XYZ
= 91%
= 36%
= 4%
55-point drop
The Effects of Service on Behavioral
Intentions and Behavior

Customer
Retention
Lower
costs
Price
premium
Word of
mouth
Margins
Profits
Volume of
purchases
Behavioral
Intentions
Sales
Service