SDM is a process model, based on service marketing components, to position a service while concurrently being a service delivery management tool improving serviceen counter processes. Added to a service script, SDM can increase customer satisfaction, quality perception, voice levels and repurchase intentions in a general service encounter scenario as well as during episodes which include a failure. Addressing mishaps requires particular attention, since Consumer Complaint Behaviour research shows that most customers prefer to switch suppliers, rather than offer constructive feedback. This means that many service failures go unnoticed, with a large proportion of customers defecting. Since most services are performed in real time by service personnel, consistent quality output is a challenge. Therefore, occasional service failures are inevitable. Present research recognises this by offering suggestions, but does not present an integrated framework like SDM, using the presence of a customer during a service encounter as an unique opportunity to resolve issues on the spot. An elicitation process is used as a first step, attempting to improve voice and minimising lost feedback. Step two is a specific service recovery process, adapted to the failure type. SDM processes can also lead to a general increase of satisfaction and quality perception, regardless of whether or not there was a service failure. With satisfaction generally being regarded as an actual repurchase behaviour indicator, this may lead to increased sales turnover, while a higher quality perception may lead to a larger price premium tolerance and therefore higher profits. Higher service quality perceptions can also be used as a marketing positioning tool to differentiate a service from competitors. Data collected supported all hypotheses put forward in this thesis, showing statistically significant improvements on all key variables, including a satisfaction rating increase of 24percent when SDM was applied. In academic terms, the process model tested did not only link separate literature streams, but offered an integrated, proactive tool which is capable of operating in real time. Traditionally, academic models and their processes analyse results after an episode concludes, while SDM allows a provider to positively influence or manage satisfaction levels during the service delivery.
| Identifer | oai:union.ndltd.org:ADTP/283006 |
| Date | January 2003 |
| Creators | Schoen, Andre |
| Publisher | University of Sydney. Australian Graduate School of Management |
| Source Sets | Australiasian Digital Theses Program |
| Language | English, en_AU |
| Detected Language | English |
| Rights | Copyright Schoen, Andre;http://www.library.usyd.edu.au/copyright.html |
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