Analyse the Customer Satisfaction Problem Using the Concept Assignment | Essay Help Services

Analyse the following customer satisfaction problem using The quality gaps model from page 68 to 70 in the text book. This is the model by parasuraman, zeithami and berry The customer satisfaction problem is the following As a department we take on average 3000 calls per week with 23% of them been incorrectly directed or transferred to the agents having a negative effect on customer journey. The relationship between Sky and our customers ultimately suffers and the exchange is mutually unsatisfactory

This example of a social marketing strategy for a government department or a large not-for-profit health foundation involve the work of many managers at relatively senior level. But some aspects of the example will be applicable in other, more local and more limited situations. Many management tasks in a variety of contexts are to do with encouraging staff or other stakeholders to change their behaviour, for example, to adopt new working practices. So, while influencing the social structure of a society is beyond the scope of most managers, the behavioural ecology model shows how behaviours can be influenced. These ideas can be used in many more circumscribed situations.
Who constrains and encourages customer behaviour?
Customers’ or clients’ behaviour will be partly influenced by other people or organisations. This influence, which can constrain or encourage customer behaviour, can range from someone offering advice, to an organisation providing misinformation about another organisation’s products or services.
Managers often need to identify what these constraining and encouraging influences are, where they have an impact in the decision-making (or behaviour change) process and how they might be reduced or encouraged (as appropriate). By understanding these influences, organisations can often achieve desirable outcomes for themselves. For example, if government organisations provide school children with information about ‘environmentally-friendly’ behaviour the children will often encourage their parents to adopt such behaviour too. It is, of course, possible to use such influences in less benign or unethical ways. For example, shops have been accused of unethical behaviour in placing sweets near cash tills where children are most likely to see and demand them. Attempts to reduce fat and sugar intake in a population may be undermined by fast-food restaurants giving money-off vouchers.
When considering influences on buying decisions it is helpful to distinguish a number of different, influential, roles that people or organisations may play. These include:
Initiator These people, organisations and stakeholders recognise there is a problem or unmet need that needs satisfying or changing. They will begin the decision-making or behaviour change process to resolve this problem or meet the need.
Decision-maker Decision-makers are those who make the decision to purchase the product or service or begin the desired behaviour change. An organisation making a large donation to a charitable organisation may ask a committee to make the decision. Alternatively, attempting to change the eating habits of a community may involve identifying the community leaders who can advise the community to make the decision to change its behaviour.
Purchaser In buying decisions, the purchaser is the person who purchases the product or service and pays for it. In behaviour change, the
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