Powerpoints Segment 10

Powerpoints Segment 10 - SEGMENT 10: SERVICES MARKETING...

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Unformatted text preview: SEGMENT 10: SERVICES MARKETING (Related chapter in text: 12) LEARNING OBJECTIVES Describe four important characteristics of services (the 4 Is) that distinguish them from products. Understand the different levels of service. LEARNING OBJECTIVES Describe the five key dimensions of service quality (R.A.T.E.R.). Describe the gap model of service quality. Understand the value of customer retention. Describe various approaches used in relationship marketing. CHARACTERISTICS OF SERVICES (THE 4 "I"s) INTANGIBILITY INCONSISTENCY INSEPARABILITY INVENTORY GREATER DISSATISFACTION WITH SERVICES THAN PRODUCTS Assessing Retailer Service Quality Overall Customer Service Clean Rest Rooms Convenient Fitting Rooms Friendly Associates Knowledgable Associates Available Associates Hassle-Free Returns Advertised Merchandise in Stock Attractive Displays Selection Fashion-9-6-1 2 11 6 5 10 2-1 4-12 -10 -8 -6 -4 -2 0 2 4 6 8 10 12 Difference in Percent Favorable Store XYZ Minus Competitor Defining Retail Service...
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Powerpoints Segment 10 - SEGMENT 10: SERVICES MARKETING...

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