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Summary BEM 120: CHAPTER 3 NOTES
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RESEARCH USESCHAPTER 3 • gather customer data
service marketing research o can be used to improve performance
• solicit feedback from customers &
SERVICE MARKETING RESEARCH employees
• process followed to collect info about market o interaction between customer &
to aid managerial decision-making service must be evaluated to assess
• information is used to: degree of customer satisfaction
o identify & define marketing
opportunities and problems RESEARCH FOCUS AREAS
o generate, refine & evaluate 1. Customer research
marketing/ideas • customer needs
o monitor marketing performance o information about customer needs
o enhance quality of decision-making when planning new service offerings
• customer expectations
RESEARCH INFO CRITERIA o what customers expect to receive
• accuracy from specific service offering
o ability to reflect realities of situation • perception studies
• timeliness o measure level of customer
o determining whether information is satisfaction
available when needed • customer surveys
• adequacy o ad hoc & regular programmes to
o whether information is sufficient to understand expectations &
assist management in making better perceptions of customers
decisions • key customer studies
• availability o when customer is important,
o when & where it’s needed organisation must ensure that
• relevance customer is satisfied
o suitability regarding decisions that • customer panels
have been taken o individual customers who have
agreed to regularly participate in
MARKETING RESEARCH PROGRAMMES SHOULD BE organisation’s research projects
• varied • observational monitoring of service delivery
o qualitative & quantitative research o measures technical aspects of
techniques service delivery process
• ongoing • mystery shoppers
o measure changes to be able to o investigators pose as customers to
respond in timely manner evaluate performance of
• undertaken with staff unsuspecting employees
o input of staff is valuable • analysis of complaints
• driven by research committee o organisations should make it easy for
o involvement may incentivise them to customers to complain and to follow
implement changes that research up on complaints
results may call for • research among potential customers
• shared with employees o researching needs of non-customers
o research results must be helps identify ways of making service
communicated more accessible
1
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