Before a company or a marketer can delight the customer, it must have an in-depth knowledge of the customer’s expectations, so that not only are they able to meet, but exceed the expectation, to delight the customer. For this a knowledge of the core elements of the products and services are essential.
The core elements of a product are its shape, quality, colour, quantity, packaging, price, brand name differentiation, etc. While the core elements of service are reliability, usefulness,responsiveness to specific needs assurance and acceptability, etc. from the service provider.
In case of a product (tangible), the customer should be provided what he expects and the core elements remain almost the same. However, services being intangible and their characteristics which are intangibility, inseparability, perishability, etc. must be kept in mind. The core elements given above can be manipulated to exceed the expectations of the customers, as the human touch is also involved, and this can give unexpected positive elements to delight the customer and have a competitive edge as well. A study conducted by Parsuram. Berry and Ziethmal in 1991 came out with some conclusions given below.
In case of automobile repair
In case of hotels
In case of insurance
For other services and products
Reliability is more concerned with the service outcome, whereas the other factors of responsiveness, assurance, tangibility and empathy are more concerned with the service process.
With the help of these guidelines and their implementation, the customer cannot only meet his expectations, but be delighted to the core of his heart.
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Consumer Behaviour Tutorial
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