Steps of Inadequate to Delighted service

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Service is one of the most important activities in a company. Whether current or potential customers, company’s goodwill evaluation depends on how good the service quality is. Seeing towards the three steps of customers’ expectations that include the results of being proactive, average or passive shows on how important it is in providing the best service towards the customers.

It is never easy to increase the service quality of the company to be given to the customers, as this will take up a lot of budget at some cases. Not only in the form of budget, proper skills are also needed as to satisfy this task. It is vital to measure where exactly the company’s performance is in the form of service as to have a better view and planning to make it better or at least, to hold it on well.

According to the journal “The Nature and Determinants of Customer Expectations of Service” written by Valarie A. Zeithaml, Leonard A. Berry and A. Parasuraman, there are five stages of service quality:

-Inadequate Service: This is the least recommended stage as this provides the service away from the customer’s expectations.

- Adequate Service: This stage provides the minimum service quality that is still acceptable for the customers, but not much.

-Zone of Tolerance: This stage indicates the acceptance of the customers on the service given by the company.

-Desired Service: This stage includes those companies who consider the need of good service quality that provides the actual way of service towards their customers. This increases goodwill of the company also its products.

-Delighted Service: This is the best step of service to be provided to the customers as this step does not only considerate the service quality, but also more towards caring and showing empathy towards them. In the process, the service delivered will show more than expected by the customers. If this step is used for long, loyalty of the customers can be gained.

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com