Надхвърляне на очакванията на клиента при услуга: възможност или необходимост за постигане на лоялност

Abstract

Тhe study is examining the necessity of exploring and understanding customer expectations and the need of service design in order not only to fulfil but to exceed customer expectations. The first part of the study explores the essence and characteristics of the services and the concept of service quality of A. Parasuraman and V. Zeithaml which is one of the best service quality models. The second part of the study defines the etapes of service design and analyses different cases for successful service design containing positive experience and emotions which leads to customer retention and loyalty. The conclusions and suggestions for successful service experience strategies are drawn on the content analysis of qualitative data from consumer forums, hotels’ and services’ web sites and personal observations and service experience of the author with the investigated brands.