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Customer Relationship

Customer Relationship - Some services involve experiences...

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1 Customer Relationships 1 MKTG 4300 – Spring 2012 Week 2
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Customer Service 2
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Fundamental Decisions § What customer services are expected and what customer services are augmented for a particular retailer? § What level of customer service is proper to complement a firm’s image? § Should there be a choice of customer services? 3
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Fundamental Decisions § Should customer services be free ? § How can a retailer measure the benefits of providing customer services against their costs ? § How can customer services be terminated ? 4
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Three Kinds of Service Retailing 5
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Four Characteristics of Services Retailing Intangibility Inseparability Perishability Heterogeneity (Variability) 6
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Intangibility 7
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Characteristics of Service Retailing Intangibility § Difficult to display/communicate service benefits § Service prices difficult to set § Quality judgment is subjective
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Unformatted text preview: § Some services involve experiences 8 Inseparability 9 Characteristics of Service Retailing Inseparability § Consumer may be involved in service production § Centralized mass production difficult § Consumer loyalty may rest with employees 10 Perishability 11 Characteristics of Service Retailing Perishability § Services cannot be inventoried § Effects of seasonality can be severe § Planning employee schedules can be complex 12 Heterogeneity 13 Characteristics of Service Retailing Heterogeneity § Standardization and quality control are hard to achieve § Services may be delivered in locations beyond management’s control § Customers may perceive variability even when it does not actually occur 14 Consumer Perceptions of Service Retailing 15...
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