CompuMark is a company that provides marketing and computer expertise to companies who want to set up their own Web sites. The owners of the company believe they need to improve customers' perceptions of the service provided by CompuMark. As a result, the owners hired a service marketing research company to conduct research about its customers' expectations. The research was appropriately designed, executed, and presented to the owners. Discuss the two most likely occurrences at this point in the research process. What is the role of the service marketing research company in determining what the owners of CompuMark will do next?
What will be an ideal response?
Only part of the research process is finished; CompuMark must use the research findings in a meaningful way-to drive change or improvement in the way service is delivered. The other possibility is the misuse or nonuse of research data, which can lead to a large gap in understanding customer expectations. Understanding how to make the best use of research-to apply what has been learned to the business-is a key way to close the gap between customer expectations and management perceptions of customer expectations. To help the owners put the research information and insights into action, the service marketing research company can make sure its plan specifies the mechanism by which customer data will be used. The research plan should be actionable: timely, specific and credible.
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