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Services - Deceptive pricing Inconvenience Location/hours...

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Service Mix Tangible Product – soap, but customers still want it to be serviceable Tangible Product with Accompanying Services – automobiles with repairs, warranties, GPS Hybrid – why do customers select restaurants (food or service or both?) Major Service with Accompanying Products (airlines for travel, but drinks are an add-on) Pure Service – baby sitting, consulting
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Service Traits Intangible – cannot be seen, tasted, heard, smelled, felt (however inferences are based on service providers, equipment, location, physical facilities) Inseparable – they are produced and consumed simultaneously, most of the time Variable – depend on who performs them, along with when and where they are provided Perishable – they cannot be stored, but their effects can last a long time
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Catalysts for Customer Switching Behavior Pricing High prices Price increases Unfair pricing
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Unformatted text preview: Deceptive pricing Inconvenience Location/hours Waiting for appointment Waiting for service Service Failure Mistakes Billing errors Catastrophe Service Encounter Failures Rude personnel Uncaring personnel Unresponsive personnel Unknowledgeable personnel Response to Service Failure Negative Non-existent Reluctant Competition Superior service Ethics Cheat Hard sell Unsafe Conflict of interest Involuntary Switching Customers move Service provider closes Service Quality Assessment Word-of-Mouth Communications Customer Needs Past Experiences Expected Service Perceived Service Customer Marketer Total Service Delivery Communications to Customers Translation of Perceptions into Service Quality Specs Company Perceptions of Customer Expectations GAP GAP GAP GAP GAP...
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