Len Berry and his team of researchers at Texas A&M University have determined that the following five categories are mos

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Len Berry and his team of researchers at Texas A&M University have determined that the
following five categories are most critical in showing that you care about customers and in
meeting customer needs.
1. Reliability: Capability to deliver the service that was promised in a dependable and
accurate way.
2. Responsiveness: Eagerness to help customers and deliver prompt service.
3. Assurance: Skill, knowledge and courtesy of employees, and their ability to solve
problems confidently and convey trust.
4. Empathy: Caring, individual attention and relationship building extended to
customers.
5. Tangibles: Products, services and the appearance of buildings, facilities and
equipment.
Instructions: For each scenario below, write the evident customer need (reliability,responsiveness, assurance, empathy, tangibles) in column A. In column B, write ‘Yes’ or‘No’, depending on whether you think the need was met. If the need was not met, writedown what could have been done to meet the need.
SCENARIO
Customer needs
What could have been done to meet the need.
A computer company offers a
special price in an advertised
computer sale. When customers
get there, they are told the
company had only one in stock
and it was sold.
A customer asks an assistant which
is better, the meatloaf or the turkey.
He says, ‘I don’t know. I just
work here.’
A customer arrives at a store five
minutes before closing to buy an
item needed for the next day.
The salesperson says, ‘You’ll never
make it; that item is in the back of
the store and we close in five
minutes