“What is the impact of quality service upon customer experience in a brand environment?”
Customer service is one of the services rendered by an organization with the aim of attracting customers to embrace a product or service. The quality of customer service determines the positive maintenance or increase of clients on the brand use. Service quality therefore simply refers to the judgment given on the overall experience of the service rendered to the customers (Sivapalan at all, 2017). The future customer reactions, which in this context refers to royalty confirms the quality of the services. If the loyalty reduces, then it means the service quality is poor, and if there is an increase in the repetition of the customers for the purchase, then the conditions service is excellent. However, the success or rather the positivity of quality services is determined by its five dimensions namely; reliability, responsiveness, assurance, empathy and tangibles determine increment of customer experience. Customer experience is the solid form of loyalty an individual has on brand attained from the quality of services rendered to them by the brand (Meyer, C. and Schwager, A., 2007). Customer experience can be simply explained as the VIP level, where the organization and the client value are always prioritized. For more elaboration, this paper entails a profound discussion of the impact of service quality on customer experience in a brand environment based on the dimensions.
Reliability
Reliability is based on fulfilling the client’s demand. Customer’s satisfaction greatly influences the total preference of brand. To be specific safety concerns itself at providing services accurately at the promised duration and quick performances. It is well known that many businesses are best at marketing their products as well as launching, but it highly fails at delivering the services. Reliability is, however, more essential than the right adverts and quickness to market. Let’s take the Airline Company as a reference to understand the security dimension. An Airline company is known as one of the most customer service oriented organization in the universe. Activities involved highly depend on the responses that facilitate the smooth running of the organization. These reactions include; directing clients, confirming and answering customer’s questions and handling of complaints among other tasks. The time for response to these works is what determines the reliability of the company. The system of the airline business should be quick in attending the needs of the shortest time possible. Every task has to be organized in a manner that response is almost made instantly. Customer, naturally being humans, demand that their needs be attended quick as they tend to feel respected and recognized. Besides the immediate attendance of the task, performance is expected to be correct if not perfect especially for the first time. The first time is considered crucial as it determines the future perception the services. An airline client, might withdrawal the wishful thought of interacting with the company with just pure misinformation rendered the first time the inquiry was made. Therefore to answer the central question, reliability may positively or negatively impact customer experience on a brand. The determinant of the outcome will depend on how reliable and accurate the organization is when handling their client’s services (Kassim, N. and Asiah Abdullah, N., 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer). However, it is best recommended that the brand team should be highly reliable to ensure more customer experience is achieved.
Responsiveness
Responsiveness follows reliability as it is the second step of handling client services. In definition, responsiveness is the reaction process that is positive. In this context, this act is based on promptness and helpfulness of the respondent. The respondent here serves as the representative of the company. Responsiveness demands for willingness and readiness to provide help to the customer as per the request (Landrum, H, at all, 2009). Willingness, in this case, is dependent on the employee training and self-drive in the business. Proper training of the employees allows them to understand the correct procedures for handling clients based on their differences whereas self-drives keep them focused on offering services. Readiness, on the other hand, allows multiple assistance as minimal time is used for receiving and handling client’s request. With responsiveness, clients have minimized holds or even none at all since the organization is well established in managing their needs. It gives joy to every single human being to see that whatever is demanded is quickly internalized and solved within the shortest time possible. Back to our reference on the airline business, assuming a client calls to confirm the next quick flight to London. This particular customer decided to call that one particular airline to confirm the service, and possibly make a booking. Unfortunately, all calls are busy. After ten minutes, the client makes another call, but the lines are still busy. Without a doubt, the client will probably check out for another airline company that will receive and attend to the needs immediately. Regardless of this being a first timer or a customer experience person will be forced to question the airline that does not respond to their need quickly. Therefore responsiveness can be stated to have a positive impact on the business if quality promptness and helpfulness is delivered to the clients. It resolves the issue of raising questions and suspicion of services to the customer experience.
Assurance
Assurance of services makes the brand organization appear credible and secure for the clients. This dimension demands conveyance of confidence and trust to its buyers (Hasan, H.F.A.at all, 2009). It is self-explanatory that people put their money where they find it worth. Nobody would invest or use their money on brands that show little confidence or no interest in client needs. People need persuasion of the brand quality and usefulness politely and respectfully. Respect is a major concern here, as it makes the buyer feel recognized as a shareholder of the brand, whereas politeness indicates ethnicity of the organization. In most cases, the customer experience group does all the work of assurance to friends and families. The client experience team does so because it has already experienced the respect, efficiency, and quality of services rendered by particular companies. However, for those companies, which lack confidence in themselves have poor ways of communicating with their clients bringing in more discomfort and questioning of their brand. To illustrate let’s take an example of Emirates Airline. Emirates have the customer service group that everyone would enjoy communicating with all day. From the reception angle, the staffs warmly welcome the client with greetings and go ahead on asking the kind of service to deliver. The service response is well equipped with the airline businesses, which makes them handle almost every problem or request posed by the client. The respondent officials constantly use polite and respectful words as trained in the station, and constantly assure of success. Besides that, the organization offers compensation on any mistakes or low expectations experienced by the client. All these attributes explain why Emirates airline is one of the most preferred channels of flight traveling in America. Assurance, therefore, has a great impact in determining the confidence of clients in the use of brand services or goods. The organization itself has a huge role of confirming assurances in policies as well as their representative agents.
Empathy
Empathy refers to the ability of businesses appearance on being approachable, understanding and caring about the buyer’s needs. The company should have good communication, have excellent customer knowledge and attain personalized attentionn. A friendly organization means that they entail attractive services or products. It is this attraction that curious individuals can be fully converted to full and future clients of the brand. Understanding Company also increases the number of customers in the purchase as they can relate and provide an alternative option that the clients were not aware. Besides, understanding places the brand organization at an advantage as it records the customer’s needs. This can be considered as killing two birds with one stone. A caring business on the other hand highly attains loyalty from the clients who have experienced their help. For example, let’s take Ford Motors Company. This is one of the most common and selling motor company in the universe. Besides being business oriented in only selling the vehicles, they are caring and offer a helping hand to their clients when needed. For example, the openly get involved in tracing a missing car. They work tirelessly to retrieve their customer’s car in association with the law. This explains why they have massive sales and customer experience. It boosts the company relationship if the clients realize empathy. Human beings embrace good deeds, and most of them do not forget the deeds done to them. Therefore, in turn, loyalty is maintained adequately to those who do the good deeds. Empathy, therefore, indicates that it profoundly impacts the increase or decrease of customer experience in a brand (Kassim, N. and Asiah Abdullah, N., 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer). Based on the Ford motors, it is more likely that the company could be at a loss or with minimal clients if at all it rejected to offer help when needed in the tracking of a stolen Ford vehicle.
Tangibles
Tangibles refer to the physical evidence of the brand organization. The evidence here is regarding physical facilities, communication materials, and equipment (Qin, H. and Prybutok, V.R., 2008 – Affordable Custom Essay Writing Service | Write My Essay from Pro Writers). This is a vital subject that determines the quality of service expected by clients. It would be quite unfortunate for a company to be on sales online yet their location is either unknown or remotely hidden. Customers mostly prefer to attend the organization once in a while physically for consultations or either acknowledgment of its progress. It would result to a lot of questioning whereby the services are being delivered, but the source is only found online but not physically. Again Tangibles includes equipment used in the production of the products. If at all the equipment used are sophisticated to human understanding and unclearly explained, then loyalty issues will emerge. Therefore the company should be well positioned for real reference and well conversant with the equipment used. Information is vital in winning of people’s hearts. To understand this, let’s hypothetically take a fast food restaurant that only exists online. This particular restaurant offers deliveries of fast food when ordered online, but its whereabouts are unknown. Unfortunately, one day a customer gets from eating the food ordered and demands to visit the main store to make complaints, but it is nowhere to be located. This end up being an unfortunate incidence and nobody takes the blame. To avoid such kind of scenario, clients prefer an established organization that is within reach in time of need. Again the appearance makes it more legit which also builds confidence on the usage of its product. Besides structural appearance, the general appearance of cleanliness and organization play a huge role in determining the customer’s perception of the business. A clean and well-organized business is likely to have more clients as the order determines the quality of their brand. Tangibles can, therefore, be mainly associated with perception creation of the quality of a product.
Conclusion
In conclusion, it is valid to state that the existence of customer experience is positively impacted by the five dimensions of quality services. Reliability ensures clients are satisfied with the easy access and receivable ways of their needs by the organizations. This makes them feel valued hence more loyalty to the brand. Quick responsiveness adds the reliability odds as clients feel respected when their demands are quickly and positively attended to by the organization. Assurance dimension ensures client’s confidence with the brand is made and strengthens ensuring more of brand loyalty and customer experience is forever established. Assurance can also be stated as the primary cause of customer’s attraction. This is achieved by the establishment of the safety of the client’s funds. Empathy dimension, on the other hand, initiates the goodness of the brand organization hence boosting the increment of customer experience. The goodness is expressed from the ethical acts associated with the company which influences the client’s decision in associating with it. Finally, Tangibles dimension profoundly impact customer experience increment by initiating validity and quality. Efficacy is expressed from being accessible physically, whereas quality is measured through the representation of the company from the employees to the equipment of service and goods production.
References
Sivapalan, A., Sivapalan, A., Jebarajakirthy, C. and Jebarajakirthy, C., 2017. An application of retailing service quality practices influencing customer loyalty toward retailers. Marketing Intelligence & Planning.
Meyer, C. and Schwager, A., 2007. Customer Experience. Harvard business review, pp.1-11.
Kassim, N. and Asiah Abdullah, N., 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), pp.351-371.
Landrum, H., Zhang, X., Prybutok, V. and Peak, D., 2009. Measuring IS system service quality with SERVQUAL: Users’ perceptions of relative importance of the five SERVPERF dimensions. Informing science, 12.
Hasan, H.F.A., Ilias, A., Rahman, R.A. and Razak, M.Z.A., 2009. Service quality and student satisfaction: A case study at private higher education institutions. International Business Research, 1(3), p.163.
Kassim, N. and Asiah Abdullah, N., 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), pp.351-371.
Qin, H. and Prybutok, V.R., 2008 – Affordable Custom Essay Writing Service | Write My Essay from Pro Writers. Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. The Quality Get research paper samples and course-specific study resources under homework for you course hero writing service – Manage ment Journal, 15(2), p.35.
