How would you characterize customer (Lee’s) expectations and perceptions, and what factors have contributed to the formation of these? Lee expected to save time from a convenient and cheaper bill paying system being offered by her bank. She is likely to have formed those expectations from at least two sources. i) her previous experience with …
‘Service quality’ means different things to different people. Parasuraman et al define it as: “… consumers’ judgement (across multiple service encounters) about the firms (or brand) overall excellence or superiority… it is a form of attitude, related but not equivalent to satisfaction” Dimensions of satisfaction and service quality tangibles reliability responsiveness assurance empathy Comparing Service …
Researchers have found there is a relationship between the degree of satisfaction achieved, and the level of customer retention or loyalty. Merely achieving customer satisfaction, however, is not enough. Benefits of satisfying customers There are many other benefits of satisfying or delighting customers. Among them are: Encourages repeat patronage and loyalty Enhances/promotes positive word of …
A model of the consumer decision making process for services as opposed to goods is provided (Fig. 3) and discussed in the article. Consumer decision making for services high in experience and credence properties (as distinct from search properties common to most fast-moving packaged consumer goods) is generally characterized by a higher sense of perceived …
Role and Script Theories serve to inform and guide behavior in service contexts. Role Theory It provides a framework for understanding and defining the behavior that customers expect and feel comfortable with in different service contexts. This, in turn, bears directly on the recruitment, training and development of service personnel, especially those in high customer-contact …
This mini case focuses on the cultural differences in decision making in a service setting. What might be important cultural considerations for Con to consider in thinking about this opportunity? Con should compare the cultural characteristics of the Greeks (his primary market now) and the Vietnamese (his potential market) to see if there are any …
Control Theory Because of the sense of apprehension or risk that many service customers feel, it is important that they be given a sense of control over the service experience or encounter to counterbalance this. In this way they will feel confident about what they are experiencing, and the likelihood of post-purchase dissonance will be …
Distinguish between back-stage and front-stage service operations Types of Service operations The distinction between frontstage and back-stage service operations in a service organization is best illustrated with reference to what is visible and invisible to the customer. This distinction may or may not be clear-cut. For instance, a restaurant may be designed in such a …
Q: What are the implications of having a customer involved in the service process and ‘factory’? A: Having a customer involved in the service process means that the interpersonal and communication skills of customer contact personnel must be well developed. Furthermore, their personal appearance, manner and demeanor must be such that the customer is in …
Mini case solution: The Antiquarian Bookshop This mini case (antiquarian bookshop) is intended to provide a means of exploring in an applied way many of the key concepts explained and discussed in this chapter. Q1. What is being processed in the bookshop, and what are important managerial implications of understanding this? Students are expected to …
Define Service as A System with relevant examples Any service business can be thought of as a system comprising service operations service delivery service marketing Service operations Includes what goes on behind the scenes as well as in the presence of a customer in order to create and process the service. For example: ordering and …
Service encounter Managing the service encounter has implications for the place of service provision – i.e. where the encounter will take place, and how the service is to be provided. The nature of contact between a customer and service organization can vary greatly. It can be characterized as one involving a high degree of involvement …
Service provision is effectively a process by which a service is made available to someone or something, most commonly in real time with the customer present in the process. This suggests that we should evaluate service processes to determine if different types of processes result in different levels of customer involvement. Distinguish between people, possession, …
Following points that can be made for services economy growth include: Increased leisure time and affluence serve to create increased demand for domestic services. g. recreation and entertainment, tourism, and hospitality services. Services are a significant means of adding value to a product marketing strategy, gaining, and maintaining competitive advantages, and securing key account relationships. …
Q: Are the concepts in Chapter 1 relevant to the marketing of a church, religious institution or non-profit organization such as World Vision? Explain. A: The short answer to this question is a definite “yes”. Churches and other religious institutions, many of which are experiencing declining attendances and financial support yet are correspondingly faced …
Broadly speaking, four generic differences distinguish services from goods. These are Intangibility, Inseparability (simultaneity of production and consumption), Heterogeneity (Variability), and Perishability. Marketing and managerial services vs goods differences Arising from these differences are several important marketing and management implications which include: Greater involvement of customers in the production process People as part of the …
This mini case is included to help students explore the key concepts from services marketing. What distinctive aspects of services, and what other services marketing concepts explained are reflected in this case, and what are likely to be important considerations in marketing and managing this service successfully. On the service continuum (Figure 1.5) students should …
Numerous service opportunities have been presented because of these changes in government regulations, technology, franchising, and in international markets. They include, for example: Creating service opportunities in effect to environmental changes Opportunities from Fewer Regulations and Professional Restrictions Easier entry to specific product markets More freedom to compete on price Removal of geographic restrictions Incentives …
What are services? A service is an intangible offer that one party makes to another in exchange for money or any other valuable thing. But the party who provide service does not get the ownership of anything. Services marketers and managers must appreciate that customers are often buying an experience that needs to be staged, …
Service managers must also understand that their consumer behavior also is likely to be influenced by the degree of responsibility and autonomy invested in them, and by their own sense of control over the service encounter and delivery process. Below Figure provides a model of the consumer decision-making, purchase, consumption and evaluation process. You should …
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