MKTG470_Chapter 08

MKTG470_Chapter 08 - Chapter8:Designing&Managing...

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Offers way to understand customer’s  service experience Distinguishes between core product and  supplementary services Restaurants: Food and beverage (core)  Reservations (supplementary services)  Shows how nature of customer  involvement with service organizations  varies by type of service
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Simple Flowcharts for Delivery Park Car Check In Spend Night in Room Breakfast Check Out Breakfast Prepared Maid Makes up Room People Processing Stay at Motel Possession Processing Repair a DVD Player Travel to Store Technician Examines Player, Diagnoses Problem Leave Store Return, Pick up Player and Pay Technician Repairs Player (Later) Play DVDs at Home
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Simple Flowcharts for Delivery Mental Stimulus Processing Weather Forecast Turn on TV, Select Channel View Presentation of Weather Forecast TV Weatherperson Prepares Local Forecast Confirm Plans for Picnic Meteorologists Input Data to Models and Creates Forecast from Output Collect Weather Data Information Processing Health Insurance Learn about Options Select Plan, Complete Forms Pay Customer Information Entered in Database Printed Policy Documents Arrive Insurance Coverage Begins University and Insurance Company Agree on Terms of Coverage
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MKTG470_Chapter 08 - Chapter8:Designing&Managing...

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