The paper "Service Quality and Customer Satisfaction" is a wonderful example of a Marketing Case Study. It is an apparent fact that the contemporary business environment mostly in service marketing is characterized by extensive competition. Under this phenomenon, the creation, maintenance as well as enhancement of long-term consumer relationships is perceived as a foundation of successful performance of any service provider. It has also been revealed that the tendency of any firm to increase the satisfaction of its consumers is integral in elevating the profitability of the firm, expansion of the market share as well as sustained competitive advantage.
Additionally, other scholars have cited customer retention being at the core of ideal service marketing by diverse firms which has culminated in a robust advocacy for the eventual adoption of consumer retention as one of the key performance indicators (Fen & Lian, 2005). Against this backdrop, this report will analyze the service marketing encounter in five firms and subsequently evaluate these scenarios on model perspectives. 1.0: Analysis of AMP Bank Limited encounter In this encounter, it was apparent that consumer service personnel was ill equipped with the necessary information in regard to opening an ideal savings account to fit specific consumer needs.
The consumer had predictive expectations that these personnel(s) would have comprehensive knowledge of the different categories of savings accounts and the interest rates which are applicable in each category to suit specific needs. Nonetheless, the unfolding scenario did not meet these expectations culminating in partial dissatisfaction with the service marketing operations of this banking institution. In actual sense, the experience epitomized a situation whereby there is a necessity for urgent intervention by the firm to address the issue of insufficiency of employees’ knowledge about the operations of this company. 1.1: Evaluating the scenario in model perspective This encounter can be assessed using the disconfirmation of expectations paradigm.
In a generic sense, this model asserts that when a consumer receives services which either exceeds or matches his/her expectations, then this results in high satisfaction and satisfaction respectively. On the contrary, when the services offered to the consumer falls below the previously held expectations, then this culminates in dissatisfaction. In this case, the level of satisfaction or dissatisfaction is determined by how the expectations are confirmed or disconfirmed (Swan & Trawick, 1981). In the case of AMP Bank Limited encounter, there was disconfirmation of expectations on the knowledge level of the consumer service personnel which resulted in dissatisfaction based on the fact that the services which were offered fell below the previously held expectations about the quality of service marketing in this firm.
However, it is worth noting that based on the fact that the customer service personnel was friendly and polite, this might have had an interaction value which might have a partial effect of enhancing the satisfaction of consumers and influence their future behavior in regard to returning to this banking institution to enquire about some services and maybe engage in some real transactions. As a result, the disconfirmation of expectations leading to low satisfaction levels with the services being had an influence on the future intention of the consumer in terms of partial likelihood of going back to this service provider.
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