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Customer satisfaction
Needs not fulfilled
1. Performance
2. Features
3. Service
4. Warranty
5. Price
6. Reputation
Service organizations and customer satisfaction
Others, 9%
Better prices
elsewhere, 9%
Product
dissatisfaction, Poor service 69%
13%
Categories of customers:
Angry customers
Demanding customers
Passive customers
Difference between ………
Good service
Bad service
Excellent service
Good Customer Service
1. Basic attributes
2. Performance attributes
3. Excitement attributes
Delighters
0%
100%
1. Basic Needs – Dissatisfiers
1. Innovators
o Representing about 3 % of the market
o They are the first to adopt an innovation
o Young, high social status, good financial
shape, broad social relationship
o Rely on non personal sources of info. Such as
advertisement.
2. Early adopters:
o Comprising about 13 % of the market
o They purchase a new product or service after
innovators but sooner than other consumers
o High social status
o Sales people are used as info. sources
3. Early Majority:
o Comprising about 34 % of the market
o This group is above average in social &
economic measures
o Rely on ads, sales person & contact with early
adopters
4. Late Majority :
o Representing about 34 % of the market
o Adopt an innovation to save money or in
response to social pressure from their peers
o Rely on members of the early & late majorities
as source of info.
5. Laggards:
o Comprising about 16 % of the market
o Last to adopt an innovation
o Older & usually are at the low end of the social
& economic scales