Question

analysis the differences between the proposed solution in achieving high customer's expectation and the reality in samsung company

Answer 1

This question is based on the concept of Customer Gap. Before answering the above question, let us discuss briefly the concept of Customer Gap.

The Customer Gap is the difference between customer expectations and customer perceptions. Customer expectation is what the customer expects according to available resources and is influenced by cultural background, family lifestyle, personality, demographics, advertising, experience with similar products and information available online. While Customer Perception is a totally subjective term and is based on the customer's interaction with the product or service. Perception is derived from the customer's satisfaction with the specific product or service and the quality of service delivery.

The Customer Gap is the most important gap and in an ideal world, the customer's expectation would be almost identical to the customer's perception. In a customer-oriented strategy, delivering a quality service for a specific product should be based on a clear understanding of the target market. Understanding customer needs and knowing customer expectations could be the best way to close the gap.

Customer satisfaction and service quality are one of the basic opportunities which help to run, to improve business and profit of the company and especially save the loyalty of its customers. Good service is a result of an organized corporate culture, which can be considered as a kind of social culture in general. Setting the values of a generalized trend of activity, rules, regulations, and standards concretize this direction.

For customer satisfaction, Samsung regards interaction with its customers as its highest priority and performs a variety of technical and proactive quality collaborations such as Qualification Support, Quality improvement, and problem and Requirement Management. Having its newest long-term master plan for "Quality Design" in place, Samsung will create a symbiotic business environment to ensure the highest quality of customer service.

Samsung actively listens to customers through various channels and analyzes the obtained data in an effort to provide customers with products and services of the highest quality by driving a sustainable quality innovation movement. The types of VOC management for customers include surveys or interviews for specific customers, Ranking and Rating, and periodic Quality Review meetings, etc.

Samsung also uses a series of steps by which any quality issues with the Samsung products that have already been shipped to customers or warehoused for shipping are identified and handled promptly. The objective is to minimize quality issues by responding to customer's quality-related requests quickly and in a timely manner.

Here, Perception can be denoted by letter P and expectation by E. The difference between perception and expectation is P-E, where P is Perception and E is Expectation.SERVQUAL has widely been used as a survey instrument to measure service quality. The SERVQUAL includes 22 statements within five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. When the SERVQUAL is adopted for a specific industry, however, it should be modified according to customer requirements in the industry.