Professional Documents
Culture Documents
4D-Customer Satisfaction
4D-Customer Satisfaction
4D-Customer Satisfaction
Repeat Purchase
(Loyalty)
Income Trend: USA
Stuff…
• Bigger House
• Flat screen TV
• Cell phone
• Low cost airlines
• Internet
• Gourmet food
Product Satisfaction
What Influences Satisfaction?
• With Life
• With People
• With Products
Satisfaction = Attitudes based on
Actual Experience
Satisfaction
Feelings
Hedonic Attributes
Expectations
Expectations
Satisfaction
Expectations (Functional) +
Expectations (Hedonic)
Feelings
Hedonic Attributes
Flight Delay Expectations
• Within 15 minutes
Gap Model
Performance
Functional Attributes
Expectations
Satisfaction
Expectations (Functional) +
Expectations (Hedonic)
Gap
Functional Gap (Actual – Expected)
+ Hedonic Gap (Actual – Expected)
Feelings
Hedonic Attributes
Gap Model
Performance
Functional Attributes
Expectations
Expectation 1 + Expectation 2 Satisfaction
Gap
Gap 1 + Gap 2
Feelings
Hedonic Attributes
Airlines
• Performance: Functional attributes
– On-time arrival/departure
– Convenient schedule
– Curbside Check-in
– Cleanliness of Cabin
– Fair price
• Hook
– High expectations on Attribute #1
• Surprise
– Low/Absent expectations on Attribute #2
Airline Food
Gap Model
= TORA + Expectations/Gap
Performance
Functional Attributes
Expectations
Expectation 1 + Expectation 2 Satisfaction
Gap
Gap 1 + Gap 2
Feelings
Hedonic Attributes
TORA
Charitable Donations
• Administrative Costs
• History of Service
Hedonic
Attributes
Attribution Model
Performance
Expectations
Satisfaction
Gap
(Negative Gap)
Feelings
Attribution Model
Performance = Gap Model + Attributions
Expectations
Satisfaction
Gap
(Negative Gap)
Attributions Feelings
Focus
Stability
Control
• Attributions for Negative Gap
– Focus (Airline’s fault? Act of God?)
– Stability (One time event? Pattern of events?)
– Control (Is it being fixed? At what stage of repair?)
Jet Blue Incident
• Attributions for Negative Gap
– Focus (Airline’s fault? Act of God?)
– Stability (One time event? Pattern of events?)
– Control (Is it being fixed? At what stage of repair?)
• Negative info
• Losses loom larger than gains (attitudes)
• Greater memory for bad than good (memory)
• More likely to spread bad news than good (repetition)
Equity Model
Fairness = Gap Model + Fairness
Performance
Expectations
Satisfaction
Gap
Feelings
Fairness
Saturn Cars
Sales Starbucks Coffee
Fairness
Saturn Cars
Sales Starbucks Coffee
• Local diary farmers
• Social causes
– donate 10% of pretax profits to charities
– hiring homeless people as workers