2022 Admissions Open | Hospitality Management, Culinary Arts, Design, and Business Management
2022 Admissions Open | Hospitality Management, Culinary Arts, Design, and Business Management

Customer Outrage And Delight | Harsh V. Verma | Vol. 3 No. 1

The service sector in India is the fastest growing sector. This apparently means plenty of opportunities for service businesses. But, the competition is becoming fiercer along side. Capturing and keeping a customer is a great challenge. Opportunities do not translate into business easily. Accordingly, the marketer is faced with a challenge as to how to create a service package, which wins customers and assures their loyalty. The marketer needs to go beyond simple satisfaction to total satisfaction or delight. This can only be done when the marketer is armed with the knowledge of what satisfies and delights the customer. The present study utilized the critical incident technique to identify the factors, which cause customers to feel outraged and delighted. The factors responsible for customers? outrage pertain to the core service failure. These include amongst others, non-performance of promised service and rude, offensive and impolite staff. For customer, these imply violation of something fundamental to a service transaction. These are basic essentials to be in the business. But these are not sufficient. On the other hand delighters by and large relate to good interpersonal performance. Customers get delighted when they interact with customer oriented staff. Delighters include friendliness, courtesy, consideration, problem solving, and personalization.

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